Creative commons by Muffet
Last week’s Content2Conversion event was top-shelf; kudos to Andrew Gaffney (@agaffney) and the crew at DemandGen Report (@DG_Report) for getting a great venue, great speakers, and distilling it all into one day. Besides the timely content regarding content (snicker), there was something else that made this event a home run in our eyes.
It was something that one of the speakers said. Ruth Stevens (@RuthPStevens) was the thought leader that gave us the warm and fuzzies when she brought up the name of a book that we hadn’t heard anyone mention in years. As a matter of fact, not since before “B2B” was an everyday acronym in the Marketing lexicon…
She was referring to various ways to segment your audience in the context of content marketing and mentioned a book called Segmenting the Industrial Market by Thomas Bonoma and Benson Shapiro. This divine manuscript was read by Allinio’s President, Joe Zuccaro (@joezuc) as he went through the joyous and non-stop fun experience of graduate business school. (Joe is living proof that anyone can earn an MBA 😉 ).
While Ruth Stevens did warn that it was very precise and taught about segmentation data points that can be extremely difficult to collect, it was still a great thing to hear again. The book came down from the heavens in 1984, so it was relatively new when a young Joe was aspiring to be the next Gordon Gekko. It was one of his favorite books and had all sorts of highlighting, yellow stickies, margin notes, and dog ears within it.
Equally highlighted, yellow stickied, margin noted, and dog eared and from the same time period is Joe’s copy of Barbara Bund Jackson’s Winning and Keeping Industrial Customers. In this sacred tome are secrets of understanding buyer behavior and the buying process, including models for understaing accounts’ behavior, keys to understanding switching costs and exposure, how the long-term customer buys, strengthening customers’ commitments, and cascaded demand.
Since these most wondrous volumes were given to Marketingkind, much has changed in the world. Industrial Marketing is now B2B, but the truths emanating from their hallowed pages remains. We urge you to get a copy of these rare business bibles.