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Customer needs and value segmentation: Improving the features and benefits customers receive from your product

Increase customer lifetime value by better understanding unmet needs. Use customer value segmentation to adopt a structured approach to customer value management.

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 value segmentation - 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 needs and value segmentation research

B2B 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: Tapping into the needs and values of B2B parcel carrier customers

A leading delivery service and courier provider commissioned us to carry out an extensive customer segmentation study with the aim of entirely remodelling their existing firmographic segmentation strategy.

To better meet customer needs in the future, the client aimed to completely change the current client value proposition to offer a segmented service offering based on a customer value and needs segmentation.

Find out how we approached the challenge.

customer needs and value segmentation


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 Needs and Value Segmentation
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