To perform B2B marketing, it is necessary to create a table in which consumers are classified into three large segments. The first is loyal customers, the second is difficult to make decisions (prone to negativity), the third is those who will not agree to cooperate under any circumstances.
Segmentation condition Loyal Complex Refuse to cooperate under any conditions
B2B Business Scale
Large +
Small + +
Average +
Geography of business activities
City + + +
Region + +
Country +
Description of partners of competing organizations
Here, too, segmentation rich people data package into three groups should be performed. The first is those who buy goods from sellers with a higher price, the second is those who sell at the same price, and the third is those who sell at a reduced price. It is necessary to compare with the price that you set for your own goods.
Segmentation condition Reduced price Equal price Increased price
B2B Business Scale
Big business +
Small business + + +
Medium business + + +
Geography of activities
City + + +
Region +
Segmentation assessment
First of all, you need to choose three segmentation conditions that allow you to clearly distinguish between the company's clients.
Typically, the basis for B2B marketing is the pricing policy of the business, the importance of the service or product, the purpose of the transaction, and the need for the product for the potential client.
These criteria help to improve the effectiveness of B2B marketing, as they provide insight into the reasons that the customer is guided by when concluding a transaction and making a decision, and which made him choose your company or prompted him to abandon the transaction.
Now the obtained marketing data needs to be systematized using the following table.
Segmentation conditions The second criterion
Option 1 Option 2 Option 3
The first criterion Option 1 Segment 1 Characteristics Segment 4 Characteristics Segment 7 Characteristics
Option 2 Segment 2 Characteristics Segment 5 Characteristics Segment 8 Characteristics
Option 3 Segment 3 Characteristics Segment 6 Characteristics Segment 9 Characteristics
It is important to remember that every B2B buyer requires appropriate prices, service levels and product quality.
Assessing the prospects of each segment
It is necessary to study all segments and assess their scale in the market, growth prospects, competitiveness, and improvement of product quality.
Assessing the prospects of market segments
Source: shutterstock.com
Selecting a coherent market segment
At this stage, the most appropriate target marketing strategy is selected.
In particular, a company can apply one of the following b2b marketing strategies:
product specialization;
market specialization;
mass marketing;
concentrated marketing;
selective marketing;
full market coverage.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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