Digging Deeper for Actionable B-to-B Segmentation

In the course of client work, we’ve served business-to-business clients from a range of industries, including electronic connectors, office furniture, cable network providers, direct mail printers, automotive and many others. An important learning is that while there is no one “best approach” to B-to-B segmentation, many approaches don’t dig deep enough to allow advantaged insight. Starting with the B-to-B basics: Dig deeper for actionable B-to-B segmentation. In most B-to-B segmentation, most businesses make a first cut at the most basic level—how much of your firm’s revenues and profits does each B-to-B customer segment (or large individual account) represent today, historically

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