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A Practical Guide to B2B Customer and Market Segmentation
whitespacestrategy.com
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Step1:WhereWe Make OurMoney – AnalyseYour Current Customer Base “The first step is to understand who you already serve.” Adding data such as company size or industry can make your segments more actionable. If using mindset factors in your segmentation, make sure these can be quickly and easily assessed (preferably without needing to engage the customer). The goal is to create groups that you can approach in different ways or with different products.
Step1:WhereWe Make OurMoney – AnalyseYour Current Customer Base “Look for patterns in your customer base by grouping them according to key factors such as:” Adding data such as company size or industry can make your segments more actionable. If using mindset factors in your segmentation, make sure these can be quickly and easily assessed (preferably without needing to engage the customer). The goal is to create groups that you can approach in different ways or with different products.
The first step is to understand who you already serve. Start by downloading and cleaning your customer data. This gives you a clear foundation for segmentation. Look for patterns in your customer base by grouping them according to key factors such as: “Adding data such as company size or industry can make your segments more actionable.” Step 2:Headroom forGrowth–Assess the Broader B2B Market
Step 3:How WeWin –Understand Customer Needs and Competitor Positioning “Segmentation is not just about numbers. It’s about understanding what your customers and prospects really need.” Key questions include:
Step 3:How WeWin –Understand Customer Needs and Competitor Positioning “Conduct interviews or surveys with a sample of customers and prospects in each segment.” Key questions include:
Key questions include: “Why do you buy from us?” What would make you switch?
Why do you buy from us? “What would make you switch?” How do you prefer to buy?
What would make you switch? “How do you prefer to buy?” What needs are not being met?
How do you prefer to buy? “What needs are not being met?” It’s also valuable to interview staff who have left competitors to learn about their strategy and positioning. This gives you a clearer view of the competitive landscape.
Step 2:Headroom forGrowth–Assess the Broader B2B Market “Use industry reports and databases to estimate the size of each segment in the wider market.” Sage Payprovides a strong example. They targeted UK SMEs by segmenting based on card payment turnover, vertical-specific pain points, and payment method preferences. Their account-based marketing campaign, which included predictive analytics and localised workshops, created a £1.6 million sales pipeline in nine months and increased SME market share from 6% to 11% in targeted verticals.
Step 2:Headroom forGrowth–Assess the Broader B2B Market “This helps you identify where there is headroom for growth and which segments are underserved.” Sage Payprovides a strong example. They targeted UK SMEs by segmenting based on card payment turnover, vertical-specific pain points, and payment method preferences. Their account-based marketing campaign, which included predictive analytics and localised workshops, created a £1.6 million sales pipeline in nine months and increased SME market share from 6% to 11% in targeted verticals.
Step 2:Headroom forGrowth–Assess the Broader B2B Market “Identify untapped companies in each segment and prioritise those with the most potential.” Sage Payprovides a strong example. They targeted UK SMEs by segmenting based on card payment turnover, vertical-specific pain points, and payment method preferences. Their account-based marketing campaign, which included predictive analytics and localised workshops, created a £1.6 million sales pipeline in nine months and increased SME market share from 6% to 11% in targeted verticals.
Step 2:Headroom forGrowth–Assess the Broader B2B Market “This step ensures you are not just serving your current customers well, but also targeting the best opportunities for expansion.” Sage Payprovides a strong example. They targeted UK SMEs by segmenting based on card payment turnover, vertical-specific pain points, and payment method preferences. Their account-based marketing campaign, which included predictive analytics and localised workshops, created a £1.6 million sales pipeline in nine months and increased SME market share from 6% to 11% in targeted verticals.
Step1:WhereWe Make OurMoney – AnalyseYour Current Customer Base “Start by downloading and cleaning your customer data.” Adding data such as company size or industry can make your segments more actionable. If using mindset factors in your segmentation, make sure these can be quickly and easily assessed (preferably without needing to engage the customer). The goal is to create groups that you can approach in different ways or with different products.
Step 5:Most Effective Way to Service –Choose the Right Sales Channels “Use what you know about customer value, buying behaviour, and competitor approaches to select the best sales channels.” Step 6: Review and Refine Your Segmentation Strategy
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