I recently met a prospect who wanted to approach consumers first, SMBs second and large companies third with his product (a software). So I asked him, \u201cWhat do you mean by consumers? Which ones? Could you be more specific?\u201d<\/p>\n
In B2B more often than in B2C, segmentation, or rather hyper-segmentation, is extremely important. I always repeat this mantra: a market is a group of buyers who consult one another when they make a buying decision. Segmenting, and hyper-segmenting, is identifying the elements that compose the characteristics, motivations and other criteria that help us identify a group of buyers, in order to facilitate the approach to one or more markets.<\/p>\n
Let\u2019s imagine who could be the buyers of accounting systems. We could start by saying that every companies are. But that\u2019s too wide a scope. Let\u2019s be more specific, or even hyper-specific. Let\u2019s imagine that these are companies who manage the installation and maintenance of heating and cooling systems, employ 5 to 15 people, and are located in Quebec and in Eastern Canada. These have one thing in common: they are independent companies with a part-time accounting employee. This represents a market in itself. Continue the exercise and regroup is necessary.<\/p>\n
Segmenting can be done in many ways: by geographic or environmental factors, psychographic criteria, behaviour related to a company\u2019s criteria (company size, sales, code NAICS). Don\u2019t forget to consider the targeted buyer and how he or she is related to the company or organisation (role, department, employee status).<\/p>\n
Segmenting is a major element in B2B. The more defined the segment, the more marketing dollars provide ROI, that is, quality and qualified prospects.<\/p>\n","protected":false},"excerpt":{"rendered":"
I recently met a prospect who wanted to approach consumers first, SMBs second and large companies third with his product (a software). So I asked him, \u201cWhat do you mean by consumers? Which ones? Could you be more specific?\u201d<\/p>\n","protected":false},"author":2,"featured_media":18496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[102,31],"tags":[4],"class_list":["post-4175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development","category-sales-marketing-and-b2b-business","tag-marketing-b2b"],"acf":[],"yoast_head":"\n