In part two of their discussion on Micro-Segmentation and Granularity, Sally and Sam discuss the difficulty of personalizing a brand for a large customer base, and the importance of alignment within businesses to facilitate customer segmentation.

(1:19) Segmenting Large Customer Bases
(5:55) Alignment and Internal Insight
(9:22) Brand Establishment
(12:40) Identifying Micro-Segments
(17:53) Using Data to Drive Segmentation

Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.

Sally Green:

I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.

Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.

I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.

My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.