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Insights Blog

EMM Group regularly publishes content on issues that affect today’s marketers and business leaders.

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Brenna Neal

Brenna Neal is a Director at EMM Group and has led a variety of global segmentation and go-to-market projects. Feel free to connect with her by email (brennaneal@emmgroup.net).

Recent Posts

Value Based Pricing

Transforming Commodities into Customer Value Offerings    (Part 1)

June 23, 2016 / by Brenna Neal

Companies striving to create and capture customer value must quickly realize that they sell more than just a product. Failing to do so forces a company into an unsustainable trap of price pressure and margin compression as competitors find ways to match new features and customer continue to negotiate on price.  A more sustainable approach to creating true differentiation starts by gaining a deep understanding of the customer’s value outcomes and how they make money and then creating solutions that align to the customer’s business model. 

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Keywords: Value Based Pricing

Team Capability Building

The Role of the Journey Map in Customer Experience – Part Three

February 24, 2016 / by Brenna Neal

This is the third in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. Part 1 can be read here and Part 2 is here.

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Keywords: Team Capability Building

Customer Experience Design

The Role of the Journey Map in Customer Experience – Part Two

February 18, 2016 / by Brenna Neal

This is the second in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. 

[…]

Keywords: Customer Experience Design

Customer Experience Design

The Role of the Journey Map in Customer Experience – Part One

February 09, 2016 / by Brenna Neal

This is the first in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. 

[…]

Keywords: Customer Experience Design

Solving the Problem with Global Expansion (Part 2 of 2)

January 29, 2015 / by Brenna Neal

How to Balance the Need for Local Customization with the Need for Scale and Efficiency

Our last post defined and discussed the challenge faced by companies applying segmentation to an expanding global market. Companies are faced with the following questions: How can we balance our needs for scale and efficiency globally with the specific and differentiated needs of the local market? EMM has led global segmentation projects for several multi-national clients, and we offer the following specific steps for how this can be accomplished.

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Keywords: Customer Segmentation, Market and Data Analysis

The Problem with Global Expansion (Part 1 of 2)

January 27, 2015 / by Brenna Neal

Balancing the Need for Local Customization with the Need for Scale and Efficiency

By now, we all understand the importance of segmenting our customer base and selecting target segments. In this two-part post, I’ll discuss how to effectively segment in a global market.

Segmentation enables us to better customize our products, services, channels, messaging, and more to align with our target segments’ needs and better penetrate and grow with our customers. We can also better scale our company costs by focusing on a few target segments.

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Keywords: Go-To-Market, Customer Segmentation