B2B Market Segmentation: How to Make Sure It Adds Value

Transcript

Nik Werk: A lot of clients come into B2B segmentation being excited about identifying the segments that are the best fit for their business and their products, but a lot of the time the main value in segmentation is actually working out what is not a fit. That allows you to focus your messaging and your efforts and your investments elsewhere.

Adam Jones: Each segment should be targetable, so there should be clear firmographic and demographic differences which identify which type of organization or individual falls into that segment. And it should be actionable.

Morgan Lewis: Just as important as it is to make sure that you know the segmentation is done right, it’s also important to make sure that once we have it done that, we can effectively use it within the organization so that, you know, we can reap the full benefits of it.

Contact Werk Insight, a B2B market research agency, for help with B2B segmentation research.