5 essential segmentation criteria in B2B

[tonmoypramanik]

Creating an effective B2B marketing campaign is not just about working on a design and a message.

There are many other criteria to work on if you want to win customers with your Emailing campaigns , with social networks or even your website.

One of them is segmentation. A relevant marketing segmentation will allow you to send the right message to the right person at the right time.

Here are 5 segmentation criteria to consider for successful marketing campaigns:

#1 – The position of contacts in the purchasing journey
Buyer journey: the length of the sales cycle - Inbound Marketing
The B2B purchasing process ( or buyer journey ) is a series of 3 stages of reflection.

As you can see in the illustration above, the decision maker first becomes aware that he is encountering a problem, then looks for solutions and compares them, then validates his decision.

You naturally understand that the expectations of your contacts are not the same depending malaysia email list on whether they are in the Awareness, Consideration or Decision phase.

It is essential to take into account the position of your contacts in the purchasing journey to succeed in your B2B Emailing campaign.

#2 – The type of company your contact works for
Let's say your contact base only includes business owners. You figure they have the same need and you can therefore send them the same content.

This is a bad idea.

A CEO does not have the same issues, does not encounter the same challenges and in any case does not experience them in the same way depending on the size of his company, his sector of activity or even his turnover.

It is essential here to define your buyer personas to perfectly segment your contact base and succeed in your marketing campaigns.

To create an effective B2B marketing campaign and win customers, your messages must be structured around the pain points your contacts are experiencing.

It is essential here to segment your base in this process.

To refine the subject with a focus on emailing, download our complete guide!

Checklist - How to create an effective Emailing
#3 – The geographic area in which your prospect operates
Geographic area is one of the most common segmentation criteria in B2B.

By dividing your list by country or region, you can use specific language terms and even quite advanced contextual elements like local popular or cultural references.

You can also integrate regionalized visuals to bring real personalization to your emails.

#4 – His goals for your business
A general manager and a key account sales manager do not have the same schedule, nor the same missions, and even less the same daily objectives.

In this case, why send them the same content?

You are missing out on a lot of opportunities. For example, creating standardized emails in B2B does not make sense. They are often perceived as too basic for your historical customers and mature prospects, and far too specific for your new leads.

You will see it by analyzing the performance indicators of your campaigns . For sure.

By segmenting your contacts based on their main objective, you will be able to send them content that perfectly meets their expectations.

send the right message to the right person at the right time
#5 – The history of your leads’ behaviors
I see two things here: your customers' purchase history and your contacts' behavior on your website.

Purchase history can help you segment your list to create effective content to build customer loyalty.

The nature of the purchase or even the date are opportunities to exploit.

Similarly, segmenting your contact base based on behaviors on your website is a great way to know what content to send them.