Customer Segmentation in B2B
Posted: Wed Jan 22, 2025 9:46 am
The target audience in the B2B market segment are various legal entities: institutions, commercial and non-commercial organizations. Accordingly, special methods are needed for their segmentation. One of these was proposed back in 1983 by Bonomo and Shapiro, who established the following set of criteria for classifying legal entities as potential clients:
Demographic (industry in which the enterprise operates, its size, territorial location).
Operational (technologies used, company bahrain mobile phone numbers database status, purchasing power).
Approaches to procurement (by what criteria the product is selected, procurement policy, already established relationships with suppliers).
Situational (purchase volumes, their urgency).
The characteristics of the company as a buyer (how loyal it is to its suppliers, how ready it is to take risks, how similar the buyer and its suppliers are).
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This is not the only approach to grouping corporate clients; there is also an alternative one, which includes criteria such as:
The organization's line of business (retail, chemical industry, automotive industry, etc.).
Nomenclature of offered goods (services).
Number of staff.
Qualification of employees (workers or office workers, their number, work experience).
Business scale, average annual sales volume.
Degree of business automation.
The degree of need for a product (service).
Volume of services consumed.
Territorial coverage (region, country, city, etc.).
Branches, regional offices.
Who makes decisions and at what level.
Susceptibility of sales to seasonal fluctuations.
Pricing policy (what price segments the company’s products belong to, what is the expected profit level).
Beliefs regarding a product (service).
The volume of free capital and investment opportunities.
Relationships with clients (new, regular, etc.).
By what criteria does the end consumer choose the company's products?
The process of segmenting clients who are legal entities can be presented as a detailed step-by-step plan.
Demographic (industry in which the enterprise operates, its size, territorial location).
Operational (technologies used, company bahrain mobile phone numbers database status, purchasing power).
Approaches to procurement (by what criteria the product is selected, procurement policy, already established relationships with suppliers).
Situational (purchase volumes, their urgency).
The characteristics of the company as a buyer (how loyal it is to its suppliers, how ready it is to take risks, how similar the buyer and its suppliers are).
Read also!
"USP examples to help you come up with your own that's even better"
Read more
This is not the only approach to grouping corporate clients; there is also an alternative one, which includes criteria such as:
The organization's line of business (retail, chemical industry, automotive industry, etc.).
Nomenclature of offered goods (services).
Number of staff.
Qualification of employees (workers or office workers, their number, work experience).
Business scale, average annual sales volume.
Degree of business automation.
The degree of need for a product (service).
Volume of services consumed.
Territorial coverage (region, country, city, etc.).
Branches, regional offices.
Who makes decisions and at what level.
Susceptibility of sales to seasonal fluctuations.
Pricing policy (what price segments the company’s products belong to, what is the expected profit level).
Beliefs regarding a product (service).
The volume of free capital and investment opportunities.
Relationships with clients (new, regular, etc.).
By what criteria does the end consumer choose the company's products?
The process of segmenting clients who are legal entities can be presented as a detailed step-by-step plan.