Using Segmentation to Understand the Small Business Market
A Premera Blue Cross Case StudyContrary to some people's beliefs, not all small businesses are the same regarding health insurance needs, buying processes, and hot buttons. In order to capitalize on this market, Premera Blue Cross needed to improve the way they identified, marketed and sold to the small business audiences with the greatest opportunity.
CMB's Laurie Manos and Premera Blue Cross' David Barnes discuss how Premera was able to better understand the small business market.
• Keys to getting beyond firmographics for B2B segmentation
• How to find the most appealing segments
• The power of classification questions
• Steps to developing a common market roadmap among your executives
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