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ANGELS AND DEVIL 28 Oct 2026
A segmentation that makes people laugh is a segmentation they will actually use. Last week I argued that knowing how big a customer is tells you very little about how to speak to them. So what does the second layer look like? Here is the answer you probably do not expect: it…
𝐁𝐈𝐆 𝐇𝐎𝐒𝐏𝐈𝐓𝐀𝐋, 𝐒𝐌𝐀𝐋𝐋 𝐇𝐎𝐒𝐏𝐈𝐓𝐀𝐋, 𝐃𝐎𝐂𝐓𝐎𝐑’𝐒 𝐏𝐑𝐀𝐂𝐓𝐈𝐂𝐄 19 Oct 2026
In B2B, companies do not buy. People do. How do you segment your customers? Almost every company has an answer ready. Customer bases are sliced by revenue, by company size, by industry, by region, by potential, by new versus existing. B2B companies put a particularly great deal…
𝐓𝐇𝐄 𝐏𝐇𝐎𝐍𝐄 𝐂𝐀𝐋𝐋 𝐍𝐎𝐁𝐎𝐃𝐘 𝐌𝐀𝐊𝐄𝐒 12 Oct 2026
Your promoters are a sales pipeline, not a pat on the back. A customer fills in your survey, scores you a nine out of ten, and that is where it ends. Someone smiles at the dashboard. Meanwhile, the customer who scored you a four gets a call within the week. That call-back is…