Capability
B2B Segmentation
B2B segmentation is one of the most effective B2B research services for giving you an edge over the competition. Defining your audience profiles through a segmentation study helps you to refine your marketing strategy and target market opportunities that are the best fit for your brand.
Why choose us
B2B marketing segmentation research you can believe in
Breaking down your audience into segments based on values or needs is a more effective way to target prospects. Our segmentation research tells you where to play, what to offer, and how to win.
High quality data
Data sourced from computer-assisted telephone interviews or video interviews – no online survey panels. Get insights from real people with real expertise.
Greater efficiency
A streamlined research process that saves time and resources, while also uncovering clearer insights.
Genuine B2B expertise
A team of B2B experts that know what’s important to you and your industry.
Use Cases
How our segmentation research solutions can help
CRM empowerment
A B2B customer segmentation guides you on how to allocate customers and prospect contacts to a CRM. Through this, you can create differentiated messaging for specific customer segments.
Go-to-market strategy
A B2B market segmentation helps you to better understand the Total Addressable Market, Serviceable Available Market, and Serviceable Obtainable Market based on specific market segments. It can power a more effective go-to-market strategy for new products and services.
Market opportunity analysis
A B2B market segmentation provides insight into a new market based on customer behavior and needs. This includes what to offer and how to best reach your target audience.
Marketing messaging
A B2B segmentation study enables you to create and disseminate more targeted marketing messaging that engages with different audience profiles.
Product innovation
A customer needs based segmentation explores the scope of customer needs. This includes where needs are unmet that helps to fuel product innovation.
Product portfolio realignment
A needs based segmentation aligns your product portfolio to better suit the different needs of target customer segments.
Sales enablement
Customer segmentation strategies improve your prospecting and sales effectiveness. Get a deeper understanding of the decision drivers for different customer segments before and during sales discussions.
Our process
Effective B2B segmentation research
Every one of our B2B segmentation projects is custom-built from scratch. No more off-the-shelf research.
Step 1
Define your research objectives
In an initial meeting, we spend time getting to understand your specific brand challenge or opportunity. This informs a tailored plan for your segmentation study that leverages our deep B2B research expertise.
Step 2
Project kick-off
We meet with your internal stakeholders to align on the hypotheses to validate, and the priorities and success factors for your segmentation study.
Step 3
Design interview materials
We custom design the interview screening documents, discussion guides and/or questionnaires. These are tailored to your specific requirements and are edited based on your feedback until they are ready for your final sign-off.
Step 4
Data collection
We conduct live interviews with a representative sample of relevant decision-makers. Our recruitment, screening and identity validation methods make sure you get insights from real people in your target audience.
Step 5
Segmentation modeling
Using different clustering techniques, we develop several commercially viable segmentation models for your target market. We present our findings to you, along with a recommendation for which segmentation should be profiled in detail.
Step 6
Analysis and reporting
We analyze the data to provide detailed profiles, strategies and how to win with each segment. The insights are reported in a short slide deck that uses storytelling to make sure that the segmentation model is clear and actionable for you.
Step 7
Strategic recommendations
You receive our strategic recommendations on how to derive value from the segmentation study. The key findings can be presented to groups of internal stakeholders, including the executive team. This includes our typing tool, which allows any customer or prospect to be allocated to a segment in future.
Step 8
Strategy planning workshop
In a strategy planning workshop, we conduct facilitated exercises with your internal stakeholders to develop a clear action plan for implementing segmentations. This includes segment fit, prioritization, and tailored go-to-market strategies for priority segments.
Featured CAse Studies
Our B2B customer segmentation experience
Faqs
Learn more about our B2B segmentation services
Here are some FAQs about B2B segmentation research.
What is B2B segmentation research?
B2B segmentation research groups your B2B customers based on key commonalities, such as their industry, company size, annual revenue, and specific needs. This helps you to tailor your marketing efforts to specific customer profiles and pursue market opportunities that are the best fit for your brand.
What is the purpose of B2B segmentation research?
A B2B segmentation study from a B2B market research agency provides insight into the following:
- Where to play: which segments offer the best commercial opportunity and fit with our offering?
- What to offer: which solutions and services align best with each segment?
- How to win: how can each segment best be attracted, marketed to and converted?
How do you conduct a B2B segmentation study?
A B2B segmentation study combines qualitative research and quantitative research methods to identify clear customer segments based on firmographics, behavior, values or needs. By gathering data from potential and existing customers, you can pinpoint specific groups that have shared traits, behaviors and needs.
How can B2B segmentation research improve my marketing strategy?
B2B segmentation research is used to personalize messaging, improve marketing strategies, and allocate resources more efficiently. By better understanding what matters to specific customer segments, you can create more compelling marketing messages and tailor your channel strategy to align with customer needs and behaviors. This includes identifying and addressing the unique priorities of service focused segments, brand focused segments, needs based segments, and price focused segments.
What are the four types of B2B market segmentation research?
There are four types of inputs that drive B2B market segmentation research conducted by B2B market research companies: firmographics (company size, industry, revenue), behaviors (buying patterns, product usage), needs (brand and product factors that drive decisions, unmet needs), and attitudes/psychographics (values, goals, motivations).
What is the difference between a needs based segmentation and a value based segmentation?
A needs based segmentation divides your target market into groups based on specific customer needs. This allows you to better focus your product or service on serving the distinct needs of each segment. By contrast, a value based segmentation categorizes your target market based on their value as a customer, for example, the amount of revenue they generate, how they engage with marketing, the cost to acquire, and the cost to service. This allows you to prioritize your marketing efforts on customer segments that have a high interest in your brand and could be persuaded to spend more.
What role do customer personas play in B2B segmentation research?
Customer personas are characterizations of specific segments based on B2B segmentation research. It is often a fictional person with key demographic data (e.g., age, location, job title), as well as certain shared behaviors, attitudes and needs. Describing a segment using a persona helps sales and marketing teams to better visualize the customer.
How can B2B customer segmentation research improve customer retention?
A well-executed customer segmentation study explores your target customers’ unique needs, attitudes and behaviors. By better understanding what drives different customer segments, you can improve your value proposition, customer experience, and brand consideration.