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

Gina Valentino, catalog consultant and owner of Hemisphere Marketing, a Kansas City, Mo.-based catalog consultancy, offers the following tips to jump-start your segmentation strategy if RFM hasn’t proven reliable.

¥ Analyze your inquiry pool and first-time buyers. First discern where most of your inquiries and catalog requests originate, Valentino says. These are people who’ve raised their hands because they’re interested in what you have to offer.