B-to-B Cataloging: Jump-Start Your Segmentation Strategy

Because business-to-business (b-to-b) catalogers often deal with multiple contacts at a customer’s company, traditional recency, frequency and monetary (RFM) segmentation can present a challenge. How do you segment your housefile when some contacts regularly request catalogs, but never purchase, while other contacts make purchases without a catalog request? Alternative segmentation strategies outside RFM are possible solutions.