Segmentation is the most powerful concept in marketing.

Site visitors respond (and buy) when they're presented with the things that they like AND communicated to in a way that shows you understand what's important to them.

To be able to do that, you need to put them into segments.

So, if that's the case, why is your website one size fits all? When your prospective customers...(continued)

from flickr

I'm constantly surprised at how little effort companies apply to understanding their targeted buyer.

Big companies and small, and especially B2B companies, can be lulled into complacency by the notion that they actually can identify all of their potential buyers. By identify, I mean that they might easily be able to focus exclusively on a profession or members of an association.

Just...(continued)