Segmentation of target audience in B2B

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The importance of reputation. In the B2B market, companies are often focused on long-term cooperation, because the efficiency of the entire business may depend on its results. Therefore, the partner's reputation and reliability will be of decisive importance.
Special sales channels. B2B has specific promotion methods that are not found in the retail market. For example, tender procurement platforms or industry exhibitions. In addition, personal and expert sales are more often used here.
Business tone of communications. When working with corporate clients, a rather reserved and formal style of communication is usually used. However, it should be understandable and easy to perceive.
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Thus, in B2B marketing, you need to focus first on demonstrating the value and nigeria phone number list benefits of the product, use complex sales systems - you will need from 6 to 10 "touches" with a potential client for the deal to take place. It is also important to increase the perceived expertise of the company and form a reputation as a responsible and effective partner.

Before developing a marketing strategy for a B2B company, it is necessary to collect data, segment the market and more precisely define the target audience of the business. The criteria for segmenting potential customers can be as follows.

Geography
Where the company's head office and branches are located, in what territory it operates. This includes the country, region and city.

Geography determines the specifics of logistics and communication with a potential client, and also indirectly indicates the scale of his business. For example, you can segment the base by criteria - federal, regional and city companies.

Business size
The size of an organization can be described using various indicators - the volume of production or sales last year, the number of employees, branches or clients. Choose the criterion for which information is available to you.

Conventionally, all companies are divided into small, medium and large. Their tasks and needs, budgets, and decision-making process usually depend on their size. The smaller the business, the less bureaucracy and approvals.