Qualitative segmentation – half success marketing company. Below are some simple recommendations that will help you to see the portrait of a potential b2b client and increase sales.
Details why segment?
Not to assume but to know. Years have a false view of the customer, but the real picture will only show the data.
You will understand who to contact necessarily, but to someone does not make sense. Don’t risk the results of campaigns, wasting resources on those who your product is uninteresting.
The boss or the clerk?
To understand at what level the person makes a decision, you need to know his position. Who’s your client – Vice President, head of division or an ordinary white collar?
Not need for all questions to address to the Director. If you sell stationery, you need office Manager, not SEO.
What does your client?
Identify the features of the prospective client and its role in decision-making: often, the departments are not engaged in the procurement of what they need to work.
Eliminate disinterested employees, by sorting potential customers in such sectors as sales, Finance, IT. Then grasp the more detailed targeting: if the pros, then divide them into areas: security, architecture, network, etc.
Corporation or an office in a Dorm room?
Few b2b marketers equally successfully works with mega-corporations and small businesses. But even if they do, due to the fact that different companies offers different range of products.
Data on the size of the company often can be obtained from open sources.
After gathering all this information, bring it with automation data. For example, first sort the database by the number of employees in the company, then on the key words that occur in titles. And then – add criteria that will help to squeeze your desired audience. The more detailed the targeting the better.
According to the materials: rusability.ru