CHAPTER 1
Segmentation
Segmentation is the most basic marketing strategy. Although all marketers segment to some degree (even if they aren’t aware they are doing so), many financial companies, particularly on the institutional side, do not take full advantage of segmentation strategies to improve their marketing effectiveness. Most institutional sales executives work through personal industry contacts and industry gatherings, thus segmenting on a de facto basis by industry. For example, a bond salesperson will tend to know and interact with others in the bond industry. In fact, some institutional markets are so limited—to take a random example, defined-benefit pension plans with more than $250 million in assets—that salespeople can list every ...
