Importance of Segmentation for B2B Marketing
In marketing, the segmentation in B2B is equaled to profitability. Do you know how you can get a good ROI (Return On Investment)? Every potential customer is always different from the other by the consumption of products, reading and behavior on the web; however, it is important to know the similarities they have between them to create campaigns of interest.
Part of an inbound marketing strategy for B2B is to include strategies according to the target audience that is intended to reach and also the tactics and channels by which the information is disseminated. While the relationship process with clients can be complicated, it is crucial to segment the “buyer person” so that the experience is personalized and above all obtain quality leads.
The same company can have different customers,
- Cost per lead (CPL)
- Brand’s loyalty with the client.
- Brand Awareness.
- The increase in ROI (Return on Investment).
- Good content marketing management.
All these are strategic points at the moment of spreading a campaign as they represent a saving for your company and also web positioning. Segmentation helps to meet the needs of a particular market, markets that are the key to the effectiveness of digital marketing and advertising.
#1. CPL performance
Cost per lead is decreased, when a campaign is segmented properly. Imagine that we segment a campaign exclusively for real estate brokers, if we do it properly the users who click on an ad, consume a product or buy and our services are going to be exclusive for the sector. However, if we do not perform a segment we would have many openings and clicks on the ad (which represents an expense), but that does not represent a good lead or final purchase, and more money is spent on non-quality leads.
Segmentation allows the creation of quality and specific content for each audience, as well as knowing the users and knowing what they like, what they do and how they act on the web, represents a significant saving for the company.
#2. The loyalty to the brand with the customer
It is essential that you have a good portfolio of clients that represent a potential lead in the future. Having a loyal customer means a profit for the company. With the abundance of competition and content on the web users are reluctant to be faithful to a brand, however providing quality content and information helps customers feel identified with the brand, subscribe to the blog and want to receive a bid. In this way (without overwhelming the user) companies create a strong bond between brand and consumer, which ultimately results in potential leads.
#3. Content Marketing
The content we provide to our users and customers is the Core Component. It is not a matter of launching publicity because if, on the contrary, each content has to be linked to a strategy that has key objectives and KPIs. Generating quality content not only attracts good leads but also helps SEO indexing, which in the long term means being in the top position without the need for investment in AdWords. Thus the company is positioned because of the relevance and quality of information it provides to users.
Segmentation helps create quality content for a particular audience whether it is on Facebook, Twitter, email, eBooks or a blog. Content marketing is an essential part of a digital strategy, and its goals must always be linked to the user we want to reach.
How to segment your customers
The Pareto law is effective in these cases since it visualizes the potential clients quickly according to their position and importance to the company. Suppose a company with human talent needs to classify its customers by income it brings to the company (A, B, C) and by the position held by each of its clients (X, Y, Z).
In this way, it is evaluated what content is sent to which client according to their position and the economic importance that it represents for the company.The law has been established according to the profit that the customer brings to the company, in this way a pattern is managed according to the client.The more you pay the company, the more content you can send to have a good ROI. This does not mean that “standard” customers are not sent information, but different from the rest.
Also, when classified by the position that occupies the client facilitates the company at the time of segmenting the agenda. That is, in the case of a CFO, content is sent or an e-book entitled ‘improves the profitability of your company,’ but a person in charge of HR does not necessarily care about that content. This also prioritizes the content that is produced and sends the appropriate information to capture the user. This is called “content marketing.”
Pareto law is flexible when it comes to targeting users. It does not necessarily have to be filtered by income; it can also be classified according to channels, interests or cities.Also, you can generate a database of potential leads that include: company, qualification (A, B, C and X, Y, Z), who is the decision maker, telephone, and email.
For the content to reach the ideal user, it is first necessary to understand their behavior of buying and consuming information on the Internet. There is a need to ask the following questions to identify the “buyer person”:
- How much do you spend a month on online purchases?
- By what criteria do you decide, before making a purchase
- What do you expect from a provider?
- What competitors do you work with?
- Do you use social networks?
- Do you like to receive information? Through which channel? What themes?
It is also important to remember the external buyer person, those clients that persecute the companies that I want to attract, to identify what services they offer and what their needs are.In this way, you can concretely convey the commercial offer, and the probability of opening or quality leads that are interested in the information. Content marketing, along with segmentation, brings gains to the company and being in the “top of mind” of the consumers.