The B2B market covers a wide and diverse set of companies. You can tailor your marketing materials and advertising campaigns to appeal to different B2B customers by targeting them through different segments. It may seem complicated, but it’s worth the effort.
Although B2B segmentation might seem more complex than B2C segmentation, it yields significant benefits in understanding your target groups so you can effectively cater to their needs.
There are several advantages of B2B segmentation:
B2B segmentation helps you reach the most interested groups in your products and services, which will lead to more conversions and, in turn, more revenue.
Segmentation allows you to personalize your marketing and advertising campaigns. Personalized campaigns can deliver greater ROI, so your initiatives can have more impact.
Armed with an improved understanding of your target segments, you will find it easier to improve your existing products and create new ones that better meet their needs.
During your segmentation process, you’ll find groups that you haven’t reached in your past efforts. New, niche segments can be lucrative opportunities to broaden your reach with an even more tailored approach.
Customers will reap the benefits of your segmentation efforts, as you’ll deliver new and relevant solutions to their problems. A Usage and attitudes study will help you build strategies based on purchase habits and key drivers. If you tap into these motivators, you realize the benefits of these happy customers coming back for repeat purchases.
As we mentioned, B2B and B2C segmentation are similar but different processes. They both involve identifying target markets, identifying prospective segments, and creating focused campaigns to address each segment’s needs.
But B2B is unique because of the following:
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Before beginning segmentation, analyze your current customer base. Look at why they initially came to your organization, which might include the problems you solve for them, whether they all have similar pain points, and if they all in the same vertical.
With this data, create your ideal customer profile so that you know which characteristics are most important to you. You’ll use this profile and the data from your existing customers to create your B2B segments.
These are five of the most common types of B2B segments:
In B2C markets, we use demographic segmentation based on gender, age, location, and other factors that characterize customers. Businesses use firmographic information such as:
Industry: What is the company’s industry, from retail to manufacturing or transportation?
Location: Is the business located in a small town or a large city?
Size: How many employees work at the company? Are they sizing up or scaling down?
Legal structure: Is the company privately held? An LLC? A subsidiary of a larger organization?
Performance: What are the rates of growth or decline? Profits and losses?
This type of segmentation groups customers based on what they need from a product or service. This focuses on buying motivations, pain points, and attitudes. To accurately identify the needs of new customers, you can interview existing customers and infer the needs of new prospects. If they interact with your social media and blog, that will also provide clues to their needs.
Now that you’ve looked at who the customers are and what they need, it’s time to look at how they act. Use analytics to gather information about how they found your business, what content they interact with, and how they might use your product. This segmentation can help you uncover what buyers want, but can sometimes be difficult to connect behaviors to needs.
Also called tier-based segmentation, profitability segmentation examines the potential value of a customer. This method generally uses average customer lifetime value, acquisition costs, and lead quality. You may want to use this method for your top targets and segment the rest in another way.
This method is based on business maturity and acumen. Customer sophistication looks at the target company’s awareness of the problem your product or service solves. A business may know that they need a particular service, but not really understand the consequences of not having it at all. It will be up to you to explain the need to them.
Make your marketing matter by reaching out to customers who have a challenge you can solve—and tailor your messaging to meet their needs.
B2B market segmentation is an important part of your marketing strategy. Advantages include: