This is done to ensure that the organization can efficiently prioritize the resolution of those market needs where it can or wants to be better than others in solving them. By doing this, the company specializes by type of client and not by product, thus increasing its capacity for differentiation.
B2B customer segmentation is especially jordan phone number material important, since the relationship and acquisition of a professional client is more costly and time-consuming than in B2C, for example. Therefore, those whose needs my company can satisfy better than the others must be prioritized.
That is to say, when thinking about how to segment B2B clients, the process must be understood as a way of focusing on market groups where my investment and proactive effort will be adapted to specific needs and will be perceived over time (by the active and potential client) as differential.
Knowing these specific needs is what is really complicated, as it requires a close approach to customers, systematizing and professionalizing B2B customer research , and a great deal of strategic conceptualization and alignment capacity within the company.
In this article we are going to share with you the 9 decisions that we consider key in B2B so that a B2B customer segmentation works over time.
For example, we can see the State Postal and Telegraph Company (Correos), through its #LaFuerzaDeUnPais campaign , project a specific orientation towards self-employed workers and SMEs.
A market group with common and specific needs that Correos has decided to address in a relevant and differentiated way compared to its competitors.
At BtrueB we are specialists in b2b/industrial segmentation. We develop internal work and reflection dynamics with the sales team and management to be able to group and prioritize those customer groups where the company wants to be more relevant.
These dynamics are intense and unleash debates that, due to the demands of everyday life, there had never been time to reflect on together.
With our methodology and experience, we "provoke" the right conversations that lead to common conclusions and agreements. We do this through our Marketing and Sales Mentoring service, specialized in Industrial or B2B markets.
We then connect it to a customer listening process through Buyer Persona interviews and end up working on a scoring dynamic to determine the customer's value. This is where we would have the segments.
Sounds good, right? However, reality tells us that despite being a rigorous group effort, the answer to the question of how to segment B2B customers is still not answered.
