Today, companies do not like to waste time prospecting for clients. And who would not like to have a list that tells you who to contact or who not? In this way, there would be better contact management and processes could be made more efficient, well, for that very reason there is B2B segmentation, which may not be difficult to understand, but it can become a challenge to master or perform efficiently.
And today at Nimbus Crea we will talk about this topic
sales and marketing “without a clear target” are a thing of the past, today's market must effectively address target markets and defined niches where we can only offer unique solutions. Segment-based sales and marketing are the essential part of a solid business strategy that creates value both for your business and for your clients' brands.
But first of all, what is it?
B2B segmentation is a marketing strategy that consists of dividing the business market into homogeneous groups of potential customers with similar characteristics and needs. These groups are called segments, and the goal is to design and execute specific marketing strategies for each of them. Segmentation has become increasingly important due to the complexity and the wide market that exists, and above all the diversity of customer needs.
Segment marketing means knowing your customers, giving them exactly what they want or might want, building strong supplier relationships, and communicating effectively to properly position yourself and attract your target customers.
Here are the key steps to carry out effective B2B segmentation:
Identify segmentation criteria
To properly segment the B2B market, it is necessary to identify the relevant segmentation criteria such as industry, company size, geographic location, type of product or service, customer life cycle, position in the supply chain, etc. supply, among others. These criteria can vary depending on the type of business and the industry in which it is located.
Once the segmentation criteria have been identified, relevant data must be collected from potential customers, such as their location, company size, industry, income, among others. This data can be obtained through surveys, company databases and other sources of information.
Analyze the data
Once the data has been collected, it is important to analyze it to identify patterns and trends. This will make it possible to identify the most profitable and valuable segments for the company.
Create segment profiles
Segment profiles should be created that include detailed information about their characteristics, needs, and purchasing behaviors. These profiles will help your company design and execute specific marketing strategies for each segment.
Design marketing strategies
Once segment profiles have been created, it is important to design and execute specific marketing strategies for each segment. This may include personalizing marketing messages and tailoring products and services to meet the specific needs of each segment.
Now that we know what the segmentation process is like, we will mention a few that you can take into account to carry out your segmentations. But remember that they are not for any type of business or brand, since the segmentation always depends on the objectives of each brand and depending on the industry to which they belong.
|Segmentation Type||What does it consist of|
|For example, a software company might segment its market into the manufacturing, financial services, healthcare, and technology industries.|
By company size
|For example, a consulting firm might segment its market into small businesses, midsize businesses, and large businesses.|
|For example, a logistics company might segment its market into geographic regions such as North America, Latin America, Europe and Asia.|
By type of product/service
|For example, a computer security services company could segment its market into cyber attack prevention services, threat detection services, data recovery services, among others.|
By customer life cycle
|From acquisition to loyalty. For example, a marketing company might segment its market into potential customers who are in the awareness, consideration, decision, or loyalty stage.|
In summary, B2B segmentation is a key marketing strategy that allows companies to focus their efforts and resources on the most profitable and potentially most valuable segments for their business. To conduct effective segmentation, it is important to identify relevant segmentation criteria, collect data, analyze the data, create segment profiles, and design segment-specific marketing strategies.
Here at Nimbus Crea we help you with your customer prospecting in a way that is effective and in accordance with your objectives, if you want to reach more customers, if you want to sell your services, if you need to contact people with a specific profile or want to connect with certain companies . Join the creative storm and follow us on social networks to stay informed and updated on these topics.