B-to-B Audience Segmentation: A Case Study

Often I’m asked if attitudinal audience segmentation can benefit B-to-B companies as well.  While B-to-B projects carry some unique challenges compared to B-to-C initiatives — finding enough respondents can be tricky, and often they can’t be incented to provide their feedback, for example —  I’ve conducted some fascinating B-to-B projects.

As an example I can offer this case study of a B-to-B audience segmentation initiative I conducted for the Greater Phoenix Chamber of Commerce (shared with permission).  Enjoy!