Segment Marketing: Creating Campaigns Across Product Lines
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Segment Marketing: Creating Campaigns Across Product Lines
The scenario: As companies grow by acquisition, they may end up with siloed product lines each sending campaigns to the same target customers without any coordination. This can be confusing or annoying to the customers.
The challenge: How do you create an overall campaign for the segment without diluting the message for each product? There is an added leadership challenge: influencing teams that don’t report directly to you.
Max Paluszynski has tackled this challenge as segment manager for cell and gene therapy at MilliporeSigma. We talked about:
Getting buy-in — How to get management on board with the idea
Communication — Learning how people want to participate in the process
The value prop — How do you creat an overall message that rings true?
Ownership opportunities —: Letting originators take control when their idea makes it to the annual plan
Flexibility — How to adapt when things change and having a list of ideas to pull from
Impact — How customers have responded to the approach
Schedule a 15 minute chat with Chris about content.