Marketing excellence starts with the customer: How can Asset Management firms drive value through segmentation?

Segmentation plays an important part in achieving marketing excellence. All effective marketing activity starts with the customerunderstanding their needs and solving their ‘problems’. Yet so many companies do not fully consider their target market and effectively use segmentation within their marketing strategy.  

Given the recent shift in the global climate, the importance of rethinking customer strategy and segmentation has increased significantly. In the new normal, what are your segments? 

26th March 2021, 8.30-9.30am 

We’re delighted to welcome Baba Awopetu this month to share his expertise on why segmentation sits at the heart of good marketing, what best practice looks like and how asset management firms can unlock value.  

During the session Baba will be covering: 

  • How a different perspective on your customers can unlock value 
  • Why and how segmentation can drive your strategy and increase engagement 
  • The power and relevance of segmentation in the pursuit of growth and profits 
  • How to achieve differentiation through segmentation 
  • What can we learn from other industries? 


Baba has spent the last two decades in Senior Strategy and Marketing roles spanning Europe, Middles East and Africa. Baba regularly gives lectures, writes, and researches on how to improve the effectiveness of Marketing on topics like Segmentation, Positioning, and Diffusion of Innovation. He has a great passion for marketing that differentiates and drives growth. 

Today as a consultant he specialises in Strategy, Segmentation, and Innovation within healthcare markets, helping to transfer best academic and consumer marketing techniques into practice. 

How can Asset Management firms drive value through segmentation?

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