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The 4 Most Common Needs-based Segments B2B Marketers Need To Be Aware Of

Segmentation is at the heart of marketing. To satisfy the needs of all your customers, you need to understand how their specific needs differ from one another. In B2B markets, there are far fewer behavioural and needs-based segments to work with compared to consumer markets. On average, a b2b study will reveal only

Researching Researchers!

Earlier this year, B2B International carried out a survey with 103 professionals across the UK and the U.S., who are responsible for b2b marketing and research in large organisations (those with 500+ employees). The aim of the study was to obtain a deep understanding on the market’s requirements of business-to-business research providers.
The survey

The Cinderellas Of The Business World

Small companies, namely those employing fewer than 50 people, account for over 99% of all businesses in any country. They are run by people who know their trade. Most of them have been in existence for more than 10 years compared to the job hoppers in large companies who switch positions like musical

A Strategy for Success

Emma Flood’s latest Business Surgery looks at differing strategies for success and how market research can play a part
I recently read an article on mckinseyquarterly.com which discussed the different strategies of two global companies. One of the companies followed the same investment pattern of allocating capital to each business unit

Are You Really Being Successful At The Moment?

Marc Brokenbrow’s latest Business Surgery takes a look the possible reasons behind the recent demise of high street retailer Game.
I would never describe shopping as a hobby of mine or something that I particularly enjoy. I don’t like dealing with the crowds, making decisions on what to buy, or the difficulty

Where Have All The Price Buyers Gone?

It never ceases to amaze how many times I discover sellers within client companies, who misunderstand the signals they get from their customers and – as a consequence – over-estimate the number of price-buying customers they have. My most famous case occurred ten years ago. I kicked off the first day of a

The Truth About Cats and Dogs….And Their Owners!

A light-hearted discussion about cats and dogs this week led Simi Dhawan to question what drives behaviour and to what extent we should believe the statistics we are told.
Would you say that you are a dog person or a cat person? Common belief has it (or what I’m possibly more inclined to refer

The danger of over-delivering

Taking us on a tour of his opulent Beijing hotel, Matthew Harrison this week explains why segmentation of a target market remains crucial.
I am writing this latest installment to Thursday Night Insight from my hotel in Beijing.  Beijing is a city I know well and I have

The Real Picture

By giving us an insight into the creative and sometimes surreal world of advertising, Simi Dhawan rightly reminds us that it’s better to risk knowing about a failed plan than to risk implementing a plan which will fail…
As is routine within our so-called “modern world”, no week would follow the norm if a

Should B2B Marketers Ignore Consumers?

Most of you reading B2B International’s blog will be marketers of b2b products and services. But how often do you think about those end consumers? They may not be able to buy your products in stores, but there is a school of thought which says that if you do market

Our Industry Expertise


The results of the research were communicated in a clear manner that enabled us to pull out key themes and areas for future development.

Germains Technology Group

The project team were efficient, responsive and very knowledgeable in the subject area. Analysis of the information was clearly thought through and provided some good insights and recommendations.