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Article — 7.5 min read

Why Supplier Marketing Will Be Key to Supplier Experience Management

What is supplier marketing? To define what we mean by ‘supplier marketing,’ we should start by thinking about well-established practices in the modern world of marketing. Philip Kotler is widely known as the Father of Modern Marketing. His book, Marketing Management, is now in its 14 edition and he has authored or co-authored over 70 […]

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Article — 9 min read

How to Segment Suppliers for Supplier Marketing

Supplier segmentation definition Let’s once again start with a marketing definition, this time in relation to segmentation. Investopedia offers the following description: “Market segmentation is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action.”1 Anthony Payne, CMO HICX, comments, “As […]

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Article — 19.5 min read

How Segmentation Drives Use Cases for Supplier Marketing

Supplier Segmentation: One Size Does Not Fit All As Dr Epstein points out, “The way in which we work with our suppliers has to change.” Never has this statement been more true or more urgent. As the recent HICX Suppliers’ Perspective Survey revealed, 61% of suppliers said that they find it challenging to do their […]

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