Insights Blog

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4 Essential Components of a Successful Marketing Excellence Program

March 31, 2015 / by Sat Duggal

Implementing a marketing excellence program is not a casual matter, or a task for the feint-of-heart. It requires time, commitment, and effort.

But the results are so valuable, it could be the best investment you’ve ever made in your business.

So how exactly is it done?


Keywords: Go-To-Market, Customer Segmentation, Custom Marketing Framework

3 Principles for Great Customer Experience

March 26, 2015 / by EMM Group

In our last post, we discussed why customer experience is such a vital part of your marketing mix.

To take it a step further, let’s now consider some best practices that you can start applying right now to create a powerful customer experience in your own company.


Keywords: Customer Segmentation, Value Based Pricing, Custom Marketing Framework, Customer Experience Design, Team Capability Building, Market and Data Analysis

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.


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.


Keywords: Go-To-Market, Customer Segmentation

Lessons Learned Creating an Actionable Segmentation

January 12, 2015 / by Sat Duggal

We recently completed a successful segmentation project with one of our major industrial B2B clients’ Chinese subsidiary, which was facing a highly complicated and quickly evolving marketplace. (Read the case study here). As we reflect on that experience, a few key lessons emerged that can be more broadly applied:


Keywords: Go-To-Market, Customer Segmentation

Go-To-Market, Customer Segmentation

The Quest for Market Share – At Any Cost

September 25, 2009 / by Sat Duggal

Gaining market share is often top-of-mind for many executives. It is a simple metric to understand and visualize, it is usually tracked on an industry-basis and it usually communicates a sense of achievement when the share numbers are looking good. However exclusive focus on market share can also mask numbers that really count – profitability or long-term brand health. In today’s economic environment, many companies are lured into cutting prices to gain market share. The article in the WSJon H-P’s latest moves is an illustrative example.


Keywords: Go-To-Market, Customer Segmentation

Winning Share through Targeted Marketing

July 16, 2009 / by Sat Duggal

Winning market share is not easy. Keeping it is even harder, especially from deep-pocketed sophisticated marketers such as P&G, J&J or McDonalds. Yet this is exactly what some companies are doing through highly targeted marketing.

Targeted marketing is a blind spot for many mass marketers. Few companies develop an entire brand proposition for small segments because:


Keywords: Customer Segmentation, Custom Marketing Framework