Hitting a golf ball down the middle of the fairway may be good in golf, but not so good in marketing. As with B2C, B2B marketers see value in understanding their customers and potential customers through segmentation. We need to ask whether there are different groups of customers with different needs or other characteristics that require different go-to-market strategies and possibly different products or services. Segmenting businesses, however, presents some complications that require careful thinking to navigate successfully.