CDW Thrives in ‘New’ Market

2. Segment-specific marketing. The company targeted print ads in such publications as Government Executive, Washington Technology, GCN, Stars and Stripes, Governing, and Federal Computer Week. It also began publishing its own federal trade magazine, FedTech, to create relationships with its potential customers. Marketing yourself as a source of knowledge in an industry helps you sell in that industry, Garlow said. At CDW the segmentation approach is broken down into four steps: