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Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways
#B2BContentEvent Content Connection Points Building a Segmentation Strategy & Communicating with Buyer Profiles Ruth P. Stevens email@example.com @RuthPStevensB B Conference
#B2BContentEvent What is a customer segment? A group with similar wants and needs. – Dis$nct from other segments (diﬀerent segments have diﬀerent needs) – Homogeneous within the segment (common needs) – Responds similarly to market s>mulus – Stable enough to market to – Ac$onable. Can be reached by communica>ons and distribu>on channels – Substan$al enough to be proﬁtable 2
#B2BContentEvent Why segment? • Eﬃcient use of limited resources. – Choose the most proﬁtable groups to target • Develop eﬀec>ve marke>ng strategies. – Speak to customer needs in a relevant way • Monitor success and re-‐segment as needed. – Con>nuous improvement 3
#B2BContentEvent The segmenta>on process 1. Iden>fying segments within the target audience. 2. Selec>ng target segments. 3. Crea>ng product mix and communica>ons mix for each target segment. • Posi$oning products to serve the segment • Proﬁling segment to develop impacNul messaging 4
#B2BContentEvent Segmenta>on variables for B-‐to-‐B from Bonoma, Shapiro, “How to Segment Industrial Markets, HBR • Demographics • Purchasing approaches – industry, company size, – purchasing func>on, buyer-‐ customer loca>on seller rela>onships, purchasing • Opera>ng variables policies, purchasing criteria – company technology, • Situa>onal factors product/brand use – urgency of order, product status, customer applica>on, size of order capabili>es • Buyers’ personal characteris>cs – character, approach
#B2BContentEvent Deﬁning your target customers for prospec>ng Characterize your target, by key variables: – Industry – Company size – Job >tle/func>on – Other (but make sure it’s ac#onable). April 26, 2012 6
#B2BContentEventUnderstand the needs of your target Sources of insight: • Talk to sales people and customer service staﬀ • Primary research – Online – Focus groups or one-‐on-‐one interviews – Surveys NEEDS: Examples • Advisory board • Solve a problem • Gain recogni>on • Save >me, money • Increase produc>vity April 26, 2012 7
#B2BContentEvent Create “personas” • Persona: A ﬁc>onal character represen>ng a target segment. – Aka “proﬁle.” • Useful in cracing relevant messaging and mo>va>onal oﬀers. Meet Joe. Hes owner and CEO of a growing, mid-‐sized stock brokerage company. Joe is a gregarious guy, married, with two children. His wife works, so there’s always more to get done in the day than they can handle. Joe wears a suit to the oﬃce, but is actually more comfortable in casual clothes. He drives a roomy 4-‐ door. In the downturn, his company took quite a hit, so he’s looking for ways to get back on track and run the business more eﬃciently, using technology. April 26, 2012 8
#B2BContentEvent Tech inﬂuencer persona Meet Stan. Hes database administrator at a large manufacturing company in suburban Illinois. Stan is single, and lives in a rental apartment with his two dogs. On weekends, he favors day hiking and watching his favorite sports teams on Internet television. He’s a gadget-‐lover, and early adopter of consumer electronics. He never wears a suit to the oﬃce. He drives a late-‐model SUV. Stan appreciates how people in his company are always asking him for tech advice. His company understands the value of technology in gaining a compe##ve manufacturing edge. April 26, 2012 9
#B2BContentEvent Talking their language Tech buyer Easy to install. No downtime. End-users won’t complain. I can look like a hero. “Spend less.”Business Easy to use. Will save us time and money. Helpbuyer me get the job done. I can look smart. “Sell more.”
#B2BContentEvent Example: Relevant messaging Tech buyer Business buyer
#B2BContentEventStrategic applica>ons of content by marke>ng objec>ve 1. Thought leadership 2. Lead genera>on 3. Rela>onship management
#B2BContentEvent Case study in thought leadership Maddock Douglas in conversa>on