MT Magazine July/August 2025

6 Steps To Build a Successful Market Segmentation Strategy Explore a six-step approach to developing a successful marketing segmentation strategy, particularly for in-house industrial marketers facing resource limitations. BY KRISTIN BARTSCHI DIRECTOR, MARKETING & COMMUNICATIONS At the heart of every successful marketing campaign lies one thing: a strong segmentation strategy. And at the heart of a strong segmentation strategy? The right questions. For example: Why does my customer want to buy new capital equipment this year? What opportunities are they looking to capitalize on? What pain points are they trying to avoid? How can I meet needs that they may not even be aware of? Answering such questions will help you understand your audience and power your segmentation strategy, allowing you to deploy your limited resources more effectively. Here are six steps to a successful segmentation strategy that you can use, regardless of your industry or business size. To illustrate these steps, let’s turn to the marketing strategy for IMTS – The International Manufacturing Technology Show, the largest trade show in the Western Hemisphere.

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