Develop your B2B contact base with customised segmentation
Ready to discover B2B segmentation? 🧳 It allows you to divide your contact base into homogeneous groups, and therefore helps you to target your sales actions with precision, which is essential for good lead management!
But how can you best achieve this segmentation? What criteria and strategies will enable you to enrich your contact database and refine your marketing actions? The road to successful segmentation involves several key stages, from analysis of demographic data to a study of buying behaviour.
This article offers you a complete guide to mastering the art of segmenting in the B2B sector. As a bonus, you'll also find practical examples of how to apply these strategies and overcome the obstacles you encounter. Let's get started!
What is B2B segmentation?
Definition
B2B segmentation involves categorising your customer or prospect base into distinct groups. These homogenous groups share similar characteristics or behaviours. This enables you to target your marketing and sales actions more effectively.
And as you know, in today's increasingly competitive market, personalising your communications is essential if you are to meet customer expectations. ✅
So you can tailor your offers, your messages and even your communication channels to the specific characteristics of each group.
This segmentation is not just a simple categorisation. It's a powerful strategic tool that requires an in-depth understanding of available data and customer needs. Thanks to it, you can optimise your marketing efforts and increase your chances of converting prospects into loyal customers.
The 3 strategic advantages of segmentation in B2B marketing
1. Personalised, more effective campaigns
Proper segmentation means that you can create tailor-made messages for each segment of your audience. This personalisation goes far beyond adding first names to your emails. It's about designing campaigns that directly address the specific needs of each group.
👉 For example, by tailoring your messages according to company size or sector of activity, you significantly improve the open and conversion rates of your campaigns. This makes your marketing efforts not only more effective but also more profitable, by reducing the cost of customer acquisition.
2. Alignment of offers and optimised pricing strategy
Segmentation also gives you a better understanding of the expectations and budgets of your target segments. By adjusting your products, services, and pricing strategies according to the specific needs of each group, you increase customer satisfaction and strengthen brand loyalty.
👉 For example, by offering premium solutions to large companies while offering more economical options to SMEs, you maximise your chances of commercial success.
3. Stimulating product innovation
By better understanding the specific characteristics of each segment, segmentation can also become a driver of innovation.
By identifying unmet needs or emerging trends within specific segments, you can develop new products or services that respond precisely to these requirements, positioning you as a leader in your market. 🥇
Are there any differences between B2B and B2C?
Another facet to consider is the distinction between B2B and B2C (Business to Consumer) segmentation.
- Whereas B2C often focuses on basic demographic data,
- B2B segmentation requires a more nuanced approach.
In the latter case, you need to take into account the size of the company, the sector of activity, as well as internal dynamics such as decision-making and purchasing processes.
In a B2B context, several stakeholders are frequently involved in purchasing decisions, often over an extended period.
Segmentation therefore needs to evolve, focusing on criteria such as the maturity of contacts or their specific motivations.
The 4 methods for segmenting B2B contacts
Method 1: Demographic segmentation
This method is based on characteristics such as company size, sector of activity or geographical location. It enables segments to be identified quickly, making it easier to personalise messages and offers.
Method 2: Behavioural segmentation
Behavioural segmentation looks at how contacts interact with your brand. This includes forms of engagement, buying behaviour or reactions to different marketing campaigns. For example, you can identify prospects who have shown an interest through :
- resource downloads
- participation in webinars
- social networking.
By understanding these behaviours, you can tailor your messages to be more relevant.
Method 3: Firmographic segmentation
Firmographic segmentation focuses on organisational characteristics. This includes sector of activity, company size and other market specifics. This method enables you to better target your commercial approaches according to the profile of each company.
Method 4: Psychographic segmentation
This approach focuses on the values, motivations and behaviour of decision-makers within companies. By taking these psychographic elements into account, you can create more engaging messages that are tailored to each individual.
3 practical examples of B2B segmentation
Example 1: Segmentation by contact maturity
This segmentation is based on the stage each prospect is at in their buying journey. Contacts can be classified into several categories:
- discovery ;
- consideration ;
- purchase ;
- loyalty.
👉 For example, for prospects in the discovery phase, you could offer educational content to answer their questions. For those ready to buy, use cases or demonstrations could be offered to encourage conversion.
Example 2: Segmentation by centre of interest
This method uses the analysis of the preferences of companies and individuals. By collecting data on content consumed or events attended by contacts, you can segment them according to themes of interest.
👉 For example, a company providing software solutions can create segments around cybersecurity or process automation, enabling tailored marketing messages to be sent.
Example 3: Segmentation by activity (active/inactive)
This approach distinguishes between active and inactive contacts. Companies can follow up contacts who have not interacted with them for some time.
By analysing purchase and engagement behaviour, you can put in place re-engagement strategies, such as special offers. This not only maximises the value of existing contacts, but also helps to reduce churn.
[Practical guide] Our tips for implementing your strategy effectively
Stages of B2B segmentation
The first step is to define precise objectives:
- Why do you want to segment?
- Do you want to improve your conversion rates, increase customer satisfaction or optimise your marketing campaigns?
Once you have identified your objectives, collect and analyse data on your contacts. This includes :
- demographic ;
- behavioural ;
- firmographic ;
- psychographic.
After this phase, choose relevant segmentation criteria by selecting methods that are in line with your objectives.
👉 For example, segmentation by needs or maturity. Once the segments have been created, it's crucial to test them and refine these groups to ensure they are effective.
Finally, use the results of segmentation to guide your marketing and sales strategies. For example, sales teams can adapt their approach based on the segments.
Segmentation tools and resources
Numerous tools exist to facilitate B2B segmentation. Customer Relationship Management (CRM) software enables you to collect, analyse and organise your customer data and information in the best possible way. Marketing automation tools also offer advanced features for targeting segments with personalised campaigns.
Data analysis solutions such as Google Analytics are also invaluable for understanding users' online behaviour. Integrating internal and external data is essential for adjusting segments over time.
⚠️ And don't forget to train your teams on the importance of segmentation, to ensure a seamless approach between marketing and sales.
Challenges and good practice
Developing effective segmentation can be challenging. It is crucial to avoid excessive fragmentation of segments, which could complicate the personalisation of messages. 💬
You need to regularly assess the relevance of segments, taking into account customer feedback and market developments.
Tailoring your marketing and sales messages to each segment is therefore essential to ensure your strategy is effective.
The ultimate keys to success in B2B segmentation
In short, B2B segmentation is a cornerstone for optimising your contact base and maximising the effectiveness of your marketing actions. In a world where customer expectations are constantly evolving, understanding the specific characteristics of each segment enables you to offer a tailored experience. Don't underestimate the potential impact of this strategy: it can turn hesitant prospects into loyal, committed customers.
Have you ever considered the opportunities offered by in-depth segmentation in other areas of marketing? Whether it's improving the user experience or innovating new product launches, the possibilities are endless.
Embark on this adventure of personalisation, because an effective segmentation strategy is the first step towards sustainable growth in the B2B market. Don't hesitate to expand your knowledge and explore the tools available to support you in this process! 😊
Article translated from French