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Segmentation & Needs

Segmentation is at the very heart of marketing.

A segment is a group of individuals or companies with a common attribute that causes them to share similar needs. Marketers tailor their products, services and communications to these common attributes in order to ensure that their offering meets market requirements.

Segmentation is a means of capturing value – customers receive and pay for benefits they value; conversely they neither receive nor pay for benefits they do not value.

B2B International are amongst the most experienced market segmentation experts in the industry, and we have written extensively on the subject. A selection of this thought leadership is shown below:

White Paper: Market Segmentation in B2B Markets

Written by Paul Hague and Matthew Harrison

B2B International did a great job in what was a specialist and difficult study to bring clarity and useful recommendations.

Akzo Nobel

I can honestly say that I thought the quality of the research and the scope of the final presentation was excellent and much better than any other study we have commissioned.

Packaging Automation