Don Draper schools his staff in segmentation and targeting in two minutes and fifteen seconds

We always have to remember that for some products, we need to address two different groups, the one doing the buying and the one doing the using.  Although Draper and his staff are talking about a consumer product in this clip, this can also be applied to many B2B scenarios, particularly when the product is brought to market through multiple tiers.  For example, an MSP may be buying routers that will ultimately be deployed on a customer site.  The Unique Selling Features may be different for both parties involved.  The MSP may be concerned about remote monitoring, updates and configuration, while the end-user is concerned about WiFi range, power consumption, and security features.  You need to consider which group you are actually selling to.

As Draper says, “Brass Tax…Who Buys This”.