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AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Choosing the right customer segmentation model helps you reap all of the promised benefits of segmentation. Customer segmentation is like organizing a library by genre, making it easier for readers to find the books they are interested in. You want to be the go-to brand or business your customers choose when they need what you offer, and to do this successfully, you need to know how to connect with customers in ways they’ll respond to.

Let’s face it — no two customers are exactly alike. The more commonality you can find between them, the easier it is to speak their language and reach them in ways your competitors aren’t. Connecting begins with knowing the right way to segment your customers, and there are various models to show you how.

Let’s explore three common customer segmentation models and how to choose the right one (or combination of models) to fuel your marketing strategy.

How To Choose the Right Customer Segmentation Model

Personalized Experiences for Increased Engagement

Leveraging Customer Segmentation Models for Business Growth

Unlocking the Power of Customer Segmentation Models with Meltwater

In previous articles, we covered the basics of customer segmentation as well as examples of customer segmentation done right and the top customer segmentation tools. But knowing what segmentation is and seeing it in action aren’t enough; brands also need to understand how to apply segmentation to their own strategies.

Let’s look at three different customer segmentation models that can inspire your next steps:

Demographic segmentation refers to grouping audiences by surface-level factors like age, income, education, or geographic location. You might apply several demographic criteria to segment your audiences, for example, a luxury car campaign targeting married individuals in California with a household income of $500,000 or more.

This type of segmentation is particularly useful for:

Understanding your customer base. Knowing the composition of your customer base (e.g., age, gender, income, education, and other demographic factors) creates the foundation for targeting marketing campaigns.

Developing products. Get insights into specific needs, preferences, and purchasing behaviors, which can inform new products and how to price and market them.

Identifying new market possibilities. Businesses can identify new market opportunities by pinpointing demographic segments that are currently underserved or overlooked.

However, demographic segmentation alone isn’t always enough to develop impactful marketing campaigns. It neglects the psychographic and behavioral elements (more on these in a moment) that shed light on buying patterns, preferences, interests, and decision-making.

In many cases, you’ll need to combine demographics with other market segmentation data to craft a well-rounded campaign.

Psychographic segmentation refers to learning and understanding consumer behavior. These might be:

Lifestyle characteristics: Life choices, interests, or hobbies

Personality traits: introverted vs. extroverted, adventurous, etc.

Values: Beliefs, attitudes, or priorities

Psychographic segmentation can be useful in marketing in several ways, including:

Personalizing marketing messages. Marketing campaigns that speak directly to the interests, personalities, and values of the audience have a better chance of standing out and being remembered. Marketing becomes more relevant and effective, which can lead to a healthier marketing ROI.

Positioning and differentiating your brand. Companies can position brands in ways that resonate with the target segment, such as infusing shared values, lifestyle aspects, or personality traits in their branding efforts. This can help companies differentiate from competitors and build deeper connections with customers.

Innovating products. Learning about your segment’s unmet needs and desires can lead to product improvements or new products and services.

Similar to demographic segmentation, psychographic segmentation alone isn’t always enough for marketing success. Once you understand who your customers are, you can segment further by learning how they live, what and why they buy, and the values that are important to them.

Behavioral segmentation refers to grouping customers based on actions. These actions may include purchasing behaviors, usage rate, loyalty status, buying motivations, or the types of marketing messages customers respond to, for example.

This type of segmentation fills in several of the missing pieces of a marketing campaign. Using demographic and psychographic segmentation models, you learn who your customers are and what they like. But ultimately, you also need to know what will make them buy from you. This is arguably the biggest value that behavioral segmentation offers.

Understand purchase behavior. Behavioral data helps businesses analyze how customers interact with their products or services, including their purchasing frequency, spending habits, product usage patterns, and brand loyalty.

Market across the customer lifecycle. Watching your customers’ needs evolve over time, you’ll be in a good position to nurture relationships, encourage repeat purchases, and turn customers into loyal brand advocates.

Customize product recommendations. You can improve recommendations based on actions customers have taken in the past. This takes into account the offers they’ve responded to, what they’ve purchased, the channel(s) they used to find you, and more.

Predict customer churn. Behavioral data (e.g., declines in purchase frequency, lower engagement) can help identify at-risk customers so you can intervene and potentially save the relationship.

These three customer segmentation models together are greater than the sum of their parts. It’s essential to gain a holistic understanding of your customers so you’ll know how to approach them and stay connected.

You wouldn’t market to a 60-year-old grandmother the same way you would a 25-year-old mother of a newborn. While both might purchase the same product, they have different priorities and lifestyles, and you’ll probably approach them in different ways.

That’s the beauty of customer segmentation — you don’t have to settle for one-size-fits-all marketing.

Using one or more of these customer segmentation models can benefit your business in several ways:

Targeted marketing. You can offer products and services that are relevant to each customer’s needs, preferences, and behaviors, leading to higher conversion rates.

Higher revenue. Meeting customers where they are can increase sales and revenue, helping your business gain clearance for take-off.

Competitive advantage. Segmenting customers can help you find unique value propositions that will differentiate your business from competitors.

Greater customer loyalty. Giving customers what they need when they need it will keep them coming back for more (because they know you “get” them!).

Optimized resources. Focus on the most promising opportunities to save time, money, and effort.

As you get better at segmenting customers, you might find more benefits to add to this list!

Using one or more of these customer segmentation models will likely yield multiple segments. Ideally, you’ll want to choose the segments that hold the most potential value and avoid wasting time on segments that don’t drive growth.

Technically, you can create as many segments as you want, in as much detail as you want: Female customers ages 21-27 who live in Arkansas and drive a Mercedes, have a master’s degree, earn $100K per year, are married, and prefer bubble tea over coffee is a highly specific segment. But just because it's detailed doesn't that it will help you achieve your goals.

To start, make sure you match your segment with your business goals. Maybe you’re launching a new productivity app for iOS. In this case, your segment should include potential customers who have iOS devices, like to try new apps, and have jobs or lifestyles that require them to stay organized or productive. You can dig deeper to learn more about these personas, such as the job titles or industries that might benefit from a productivity app, and then add those details to your segment.

Think about segments that offer actionable opportunities for targeted marketing campaigns. Every criteria you choose in your segment should somehow relate to your marketing goal and help you measure their actions (e.g., boosting sales, retaining customers).

You can also tap into third-party customer segmentation platforms like the Meltwater consumer intelligence platform to learn more about customers beyond surface-level details. Meltwater helps you tap into hidden customer segments you might not have known to look for.

Using billions of real-time data points, you can surface unique insights about your customers and find more ways to connect with them. Get a free tour today!

The overarching benefit of customer segmentation models is that marketers can personalize campaigns and messages in ways that resonate. Segmenting removes much of the guesswork, allowing you to build deeper connections based on your audience’s demographics, psychographics, and behaviors.

Understand the diversity of your customer base

Use the most effective marketing channel for each customer

Stop guessing what your customers want and need from you

Meltwater customers are using segmentation to achieve all of the above. Take Brut., for example. By tapping into social media data, Brut. tailored its editorial choices to resonate with conversations their audience was already having.

The Economist took a similar approach to grow their readership. In a vast digital landscape, it used Meltwater data to deliver the right content to the right people at ideal times to meet the demands of 24-hour media availability.

Companies can also use this approach to find new influencer segments like Vans did in a recent campaign. Not just limited to celebrities, the brand connected with bloggers and influencers to help promote its content and grow brand affinity.

Customer segmentation models lay the foundation for personalized marketing. They deliver messages and experiences to customers in ways that are meaningful to them, creating a clear path to growth and loyalty.

Let’s look at some specific ways you can use each of these customer segmentation models to improve your customer journey.

Segmentation can surface niche or underserved markets you haven’t thought to connect with but could prove profitable. Coupled with third-party data, you can find and analyze these opportunities and tailor your strategy accordingly. 

Stanley is the perfect example, with its classic stainless steel Quencher cups that the company started marketing to women. 

Use customer segmentation insights to develop new products, services, and features. Segmenting allows you to understand how specific types of customers are using your products, the problems they want to solve with your product, and whether the product alleviates their pain points.

Segmentation helps you identify customers at risk and develop outreach campaigns to try to keep them. This might be offering a coupon to encourage a purchase, a discounted rate, or an exclusive offer that requires quick action.

Meltwater helps you segment your customers in ways that go beyond surface-level insights. You can discover what your audience is talking about and how they’re talking about those topics, giving you insights into their interests and values. Dig deeper into their buying triggers and behaviors so you can discover what they need, want, and feel. 

Learn more when you request a demo by filling out the form below.

Customer Segmentation Models: Types, Benefits & Uses

A solid audience segmentation strategy is like building a thriving farm. You need to ensure that each type of plant receives the specific care and attention it needs to flourish. The same holds true for your customers; you must meet them where they are and cater to their needs, wants, and interests.

Customers come to you through various channels for myriad reasons. They each have their own priorities, buying triggers, and decision-making processes. When you segment audiences, you’re better able to connect with them on their level, break through their internal ad blockers, and outshine your competitors.

Read on to learn more about what audience segmentation is, why it matters, and how to segment your audiences for the best results.

Audience Segmentation Definition: The process of dividing a target audience into smaller, more specific groups based on certain characteristics or behaviors.

Audience segmentation helps you identify the shared connections between various customers. For example, you might find customer niches related to:

By surfacing these connections, marketers can align with the unique motivations that drive customers’ buying decisions.

In a crowded digital landscape where standing out is crucial, audience segmentation can be the game-changer that sets your brand apart from the competition. So, how does audience segmentation enhance your inbound marketing efforts? Quite simply, segmenting allows you to tailor your marketing messages to different types of customers. This helps you personalize communications, ultimately leading to higher engagement and conversions.

Rather than spew a mass message to everyone, you can speak directly to specific audience segments in ways that appeal to them. You can move beyond generic mass marketing strategies and hone in on what truly resonates with your audience. 

When done correctly, audience segmentation can:

Ultimately, audience segmentation empowers businesses to make more informed decisions that drive growth and success in today's competitive marketplace.

Tip: Check out our blog to learn more about the top audience segmentation tools.

Companies can segment audiences in different ways. Typically, segments will fall under three categories: Demographic, Geographic, and Psychographic.

Demographics are one of the oldest and most common audience segmentation examples. This involves grouping your customers based on demographic characteristics, like age, income, gender, and education level, among others.

For example, a cosmetic brand may target younger women with skincare products aimed at preventing acne, while focusing on anti-aging solutions for older women.

Or, luxury brands might target customers with a high income and education level.

Identifying the specific demographics most interested in their products or services helps businesses optimize their marketing efforts and maximize ROI.

Targeting customers based on where they live is another type of marketing audience segmentation. It takes into account the local “flavors” to make messaging resonate.

Examples of geographic segmentation include:

Saying “soda” vs. “pop,” depending on where your audience is located

Country-specific product offerings that aren’t available on a global scale

Weather-related marketing that accounts for local or regional weather patterns

Cultural marketing that understands holidays and customs celebrated in a specific area

Geographic audience segmentation offers valuable insights into the diverse needs and preferences of customers across different locations.

Psychographic audience segmentation goes beyond surface-level details to understand the motivations, behaviors, and psychological characteristics of customers. It aims to uncover consumers’ attitudes, interests, values, and lifestyles, all of which can influence purchases and decisions.

Examples of psychographic segmentation in marketing include:

Food brands targeting health-conscious consumers by touting natural ingredients

Lifestyle brands focusing on customers who like hiking, the beach, or international travel

Brands that hone in on values and beliefs, such as customers who are family-oriented, eco-conscious, or religious

Tailoring marketing to a specific hobby, such as woodworking or a certain sport

Tracking behavior patterns, such as coupon usage or responding to specific ad campaigns

In today's competitive market landscape, understanding your audience at a psychological level is essential for creating impactful marketing strategies. Creating psychographic profiles helps brands differentiate themselves from competitors and develop a nuanced approach to marketing.

Understanding the purpose of marketing audience segments is the first step. The next step is knowing how to apply those segments to gain successful marketing outcomes. Let’s explore some best practices to identify, implement, and measure your success.

Use technology to identify audience segments

There’s more than one way to identify audience segments. You might combine two or more criteria to create a segment to market to. One way to do this is to use technology that will show you the customers who fall in a given category.

Technology like CRM systems, ERPs, and customer intelligence platforms like Meltwater are great places to start. You can review your own sales data and empower it with third-party intelligence to learn more about who your customers are. 

Platform(s) used, such as email, social media, mobile browsing, etc.

Once you find your niche groups of customers, you can start tailoring campaigns and messages that will resonate with them.

Want to learn more about how Meltwater can supercharge your audience segmentation efforts? Simply fill out the form below and an expert will be in touch!

Choosing specific marketing objectives works in tandem with identifying your audience segments. You might have a message to promote and need to find the right audience to hear it. Or, you might identify a niche audience and want to reach them with relevant products and services. 

Either way, you need to solidify this alignment early on in the process. Thorough audience segmentation analysis will help you develop clearly defined goals and allow you to personalize your messaging to your audience.

Next, develop customized offers, promotions, and incentives that appeal to the specific needs, preferences, and buying behaviors of each audience segment. This is the heart of audience segmentation, as it allows you to customize your approach based on who you’re talking to.

Don’t be afraid to test different offers and messages to identify what resonates most with each segment and adjust your strategies accordingly.

Choose the right channels to reach each segment

Once you know who you’re talking to, what you’d like to say, and what your customers should do next, you can choose the best channels to reach them. Optimize your marketing content and channels to reach each audience segment where they are most active and receptive. This might be social media, email, search engines, or other digital platforms, for example.

Think about how your audience prefers to receive content and how they engage with it. For example, some audience segments might like demo videos while others prefer to read content.

Use data and analytics to measure outcomes

Strong audience segmentation begins and ends with data. Continuously collect and analyze data on the performance and engagement of each audience segment. For example, you might measure email open rates, click-throughs, and conversions to see if your campaign hit the mark.

You can use this data to refine your future marketing campaigns and create repeatable processes for segmentation.

Target audience segmentation is like a science experiment. You’ll need to record your observations and carefully refine your approach as you discover more about what works and what doesn’t. Follow these tips to make your audience segmentation model a valuable piece of your long-term marketing strategy.

Personalize your content and messaging for each segment

Marketing to an audience segment isn’t enough to guarantee success. Your marketing campaign must align with that segment in every way possible.

Consider the imagery and language you use, as well as the timing of your campaign. For example, showcasing a glistening swimming pool to people experiencing a rainy hurricane season might work well for a travel agency aiming to attract vacationers. But it might not resonate for a patio furniture company trying to make a sale.

Maintain records of your audience segments

As you develop and refine your segments, keep track of who you’re marketing to and the results you achieve. This can help you flesh out customer personas that you can use throughout your marketing efforts and help you avoid reinventing the wheel with each campaign.

You’ll be more informed about who buys from you and why, leading to more impactful marketing in every future campaign.

Consumer preferences evolve. Competitors enter and leave the market. New needs arise. Business is an ever-changing landscape, which means audience segmentation can’t be a one-and-done objective. 

Continue finding new ways to segment your audience and reach them like never before. A/B test your segments and campaigns so you can trust you’re achieving the best outcomes possible. 

And perhaps most importantly, stay updated on the latest trends, technologies, and changes in your industry so you can adapt and evolve your audience segmentation and marketing strategies accordingly.

Meltwater’s consumer intelligence solution empowers your audience segmentation strategy with data-driven insights. Powered by AI, Meltwater helps you identify potential customers and the hidden connections between them, including demographic, geographic, and psychographic details. Learn more about what makes them tick, what they buy, and what they like beyond your brand so you can form more meaningful connections. 

Meltwater customer Hyundai used our platform to learn what customers are looking for in electric vehicles. The brand uncovered the values, preferences, and opinions of key segments, allowing better messaging to specific markets.

What is Audience Segmentation? Model, Tips and Examples

Apple, a leading tech company with arguably some of the most innovative products on the market right now, is a trailblazer when it comes to consistently offering products that feel uniquely personal to the consumer. From their annual #AppleEvent to the iStore experience and everything in between, Apple has managed to turn their customers into brand advocates without even sharing a single tweet on their Twitter account that has 6.2 Million followers. Apple's marketing strategy has a way of encouraging its consumers to be brand advocates, without actually asking them to do so. 

So, how can you implement brand advocacy into your own PR strategy in order to convert customers into loyal advocates for your company? Keep reading. 

The Importance of a Brand Advocacy Program

Organic vs. Manufactured: Brand Advocates or Brand Ambassadors?

How to Find and Nurture Organic Brand Advocates

Brand advocacy is about promoting your brand by word-of-mouth marketing. Consumers who tend to share their positive reviews and experiences of your brand on social media can help promote your company to new customers, and positively influence your sales. 

Brand advocates influence around 50% of purchasing decisions. This could be done through social media or by word-of-mouth, where 90% of consumers say that a word-of-mouth recommendation also influences their purchasing decision.

This may come as a surprise, but your consumers may not trust your brand all the time. In fact, only 1 in 3 consumers believe that they can trust the brands they buy. If someone can't trust your brand, how can you expect them to purchase a product or service from you? Managing your brand reputation is important to your business's bottom line — not only for your marketing objectives. According to the World Economic Forum, a quarter of a company’s market value can be directly related to its reputation. 

If you have a good reputation and offer a valuable product, customers will buy from you again and again. Plus, they'll tell their friends to buy from you. 

Without really knowing it, brand advocates often become marketers for your brand as they create user-generated content and give you free publicity. From product video reviews to blog posts specifically mentioning your brand,  incorporate brand advocates into your PR campaigns to not only boost brand awareness but gain publicity and user-generated content at the same time.

So, you need to ensure that your brand, products, and services are being positively perceived by others. This is where brand advocacy comes into play, and why you should care about it. 

If you manage to establish a loyal customer base, you'll want to nurture those customers. After all, you've probably heard about the 80/20 rule, which states that about 80% of company sales come from about 20% of its customers. 

The Meltwater Blog

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