Preparing to Steer Through a Sea of Uncertainty - John Buten - Revenue Today - Episode # 052

This episode of Revenue Today features guest host Iris Zarecki, Director of Product Marketing at Explorium, for a discussion on Market Segmentation Strategies Steering Through Uncertainty. Today, she is joined by John Buten, Principal Analyst at Forrester, to talk about market segmentation going into 2023.John discusses the economic uncertainty in 2023 and how businesses should approach planning when it comes to uncertain market environments. Additionally, he talks about the benefits of targeting and segmentation in relation to this uncertainty. TakeawaysThe move to remote work has changed the B2B buying process so businesses need to adjust to thatPlanning for change needs to happen throughout the year, not just in the planning season Quote of the Show"Our number one guidance for the coming year is investing in market insights, both to course-correct and make sure you're not making the wrong assumptions and really understand what's happening in the market." - John Buten Connect with Iris in the links below: LinkedIn: https://www.linkedin.com/in/iriszarecki/Website: https://www.explorium.ai/ Find out more about John in the link below:LinkedIn: https://www.linkedin.com/in/johnbuten/ Ways to tune inAmazon MusicApple PodcastSpotifyGoogle PodcastYouTube: https://youtu.be/6KEho9RSaHs