Customer segmentation research: Understand the needs of your target segments and how to develop compelling offers for each

Use customer segmentation research to increase customer lifetime value by better understanding unmet needs.

Less than half of b2b marketers consider themselves strong performers in effectively communicating features and benefits through compelling CVPs. Identifying the customer segments that really matter will enable you to develop sales and marketing strategies that resonate with your customers’ needs.


Our approach: Using the Customer Value Proposition (CVP) framework to develop compelling offers for each segment

customer segmentation research - CVP framework

  • The Customer Value Proposition (CVP) is the sum of the features and benefits a customer should expect to receive in purchasing a product or service, and how these features are communicated to the market.
  • Each brand should have a clear CVP, which should be tailored to the unique needs of different segments of a target audience.
  • The above framework for arriving at a CVP is typically used in workshops as part of a segmentation go-to-market plan.
  • A successful CVP passes the 3D test: it needs to be distinctive, desirable and defensible.

The benefits of customer segmentation research

Customer segmentation research can help segment your market and so enable an effective marketing strategy, leading to competitive advantage in the marketplace. B2B International will show you how to:

  • Differentiate products/services in line with your customers
  • Improve your competitive positioning
  • Shape your product offering and pricing strategy to fit the markets with most potential
  • Provide focus on your customers so that you can:
    • Concentrate on providing profitable products or services
    • Target marketing and selling effort

Case study: Helping Fellowes to better understand the needs and challenges of paper shredder users

Fellowes provides workplace solutions which range from shredders, binders, laminators and staplers through to workspace health solutions, storage solutions and air-cleaning/purification solutions. The focus for this project was on the shredder market.

The overall aim of the research was to better understand the needs and challenges of paper shredder users in a post-pandemic landscape and observe the impact of a changing work dynamic on shredder usage.

Find out how customer segmentation research was used to identify opportunities for Fellowes and reveal some of the key challenges that paper shredder users face when thinking about purchasing a shredder and when using a shredder in their day-to-day role.

customer segmentation research


Case study: Using technology-adoption profiling and customer needs research to support Ligentia's global strategy development

Ligentia is an international supply chain solutions provider focused on data driven supply chains. With innovation and evolution being core to Ligentia’s growth, the business is acutely aware that primary research among customers and prospects is key in supporting strategic development.

Ligentia needed to validate key themes with a customer and market view as part of a planned refresh of the brand and build out of the product portfolio and marketing collateral to support the next chapter of global growth, to ensure that all developments were based on real market requirements and needs.

Ligentia required customer segmentation research to better understand market requirements and needs. Not only did this research need to investigate the impact of trends beyond COVID-19, but it was also necessary to predict future challenges and how customers are looking to change their operations in response to these so that Ligentia could continue to develop market-leading solutions and services.

customer segmentation research case study


Activation services: Helping you get the most out of your customer segmentation research investment

Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs and challenges in order to more effectively market to them.
external communications
External Comms
Helping you identify and push compelling customer value propositions that resonate with your audience and give your brand a competitive edge.
sales battlecards
Sales Battlecards
A “cheat sheet” used by account management and sales teams for engaging with a customer or prospect.
social media monitoring
Social Media Monitoring
Actively listening to your target audience across multiple channels to identify what they want, how they behave and what they think of you.
Get in touch to find out how you can benefit from Customer Segmentation Research
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