Driving Demand with an Enterprise-Wide, End-User Segmentation Strategy
Manufacturing companies exist because of their customers. Yet companies that sell their products through distributors can all too easily forget about their end-users. After all, from the manufacturer’s perspective, distributors are their customers. In many respects, distributors make manufacturers’ lives easier. But unless manufacturers do the work of uncovering their core customer segments, they will always be at the mercy of distributors to drive demand and add value to their end-users. It's not that most manufacturing marketing strategies don't consider customer segmentation at all. It’s just that these efforts are often [...]
