BCM Agency
Divide and conquer – how marketing segmentation will grow your business
In simple terms, if you want to grow your
Miriam Drahmane CEO
BCM Agency
business, you need to keep the clients you have, sell more to them, fi nd new clients, and grow those new accounts too. Sounds easy, but we all know how much work this takes. And as if that weren’t enough, to be truly successful you also need a sound knowledge of those customers. So, how to achieve this? The business-to-
business (B2B) landscape is constantly evolving and although its key principles remain largely the same, what we are seeing is that modern B2B markets increasingly reflect consumer markets, with
customers progressing up
to 70% through their buyer journey before they even engage a sales rep. As a B2B marketer, the need to adapt to the
customer-centric digital market goes hand in hand with the need to acquire better customer
36 ALL THINGS BUSINESS
knowledge, and the solution to this is market segmentation.
Segmentation: you talking to me? Segmentation - or rather, excellent segmentation - is the key to success in B2B marketing. T e term ‘market segmentation’ was first coined in 1956 by Wendell R. Smith to describe the process of dividing your data into subgroups based upon shared characteristics, traits, facts or actions. Now we are in an era of proliferating intelligence,
with comprehensive databases giving us richer, and more trustworthy, data than ever before, which in turn means we can deliver more personalised and segmented campaigns. T e insights gained about these subgroups then inform our communication strategy. Knowing your customers, knowing how they
diff er, and having a clear proposition that pushes their buttons – that’s what separates good marketing from exceptional campaigns. T e benefi ts to be gained from segmentation
are clear: you can boost revenues by selling the right things to the right people at the time they are likely to need it most and save marketing costs (segmented campaigns have much higher proven ROI giving you better results for less spend). Segmentation ultimately leads to conversation, in the course of which prospects and customers engage with you and give you information you may
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