Improve the efficacy and targeting of your communications through sophisticated segmentation that addresses the underlying needs or behaviours of b2b buyers.
Effective segmentation is key to unlocking a competitive advantage in b2b markets. Yet, only 35% of marketers rate themselves as strong performers in segmenting customers beyond demographics and firmographics.
The directional policy matrix helps to identify which segments are worth pursuing and which are not.
This can be done by measuring the attractiveness of each segment versus the brand’s competitive position within each segment.
This is then plotted on the directional policy matrix to indicate where the biggest potential lies.
The size of each bubble represents the relative size of each segment (e.g. by numbers of businesses, total spend, etc.)
A multinational electronics equipment company approached us to review their existing customer segmentation in the printing category with the aim of more
successfully penetrating their target markets and growing market share in the most profitable segments across Europe.
Alongside the segmentation, our client wanted to gain insight into the following:
To better understand the customer journey, from identifying the need to purchase the printer and purchase motivations
To understand the optimum customer for their key products
To better understand which functions most resonated with which type of end-user
