Listing Type : Marketing
BLOFIT : to read more

Ian Howells, VP and head of marketing at the accounting software firm Sage Intacct, is a big fan of author Geoffrey Moore, whose seminal book, “Crossing the Chasm,” has been required reading for students of marketing since 1991. Howells quotes the author with frequency and is particularly enamored with Moore’s “bowling alley” analogy, which counsels a pin-by-pin approach to market development and segmentation. Howells brings his own striking insights, laying out the art of micro-vertical targeting for the next generation of B2B marketers.

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