{"id":19863,"date":"2018-03-15T09:31:02","date_gmt":"2018-03-15T16:31:02","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=19863"},"modified":"2023-04-04T23:20:16","modified_gmt":"2023-04-05T06:20:16","slug":"training-thursday-b2b-customer-segmentation-orocommerce","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/training-thursday-b2b-customer-segmentation-orocommerce\/","title":{"rendered":"Training Thursday: B2B Customer Base Segmentation | OroCommerce"},"content":{"rendered":"

How focused are your marketing efforts? Do you target the right buyers? Do you tailor the offer to the buyer? Are you sure you’ve maximized customer buying potential? Today\u2019s Training Thursday is ready to help you answer these questions. We\u2019ll discuss why <\/span>B2B customer segmentation <\/span>is important and how you can use OroCommerce\u2019s native segmentation capabilities to effectively group your customers into marketing segments.<\/span><\/p>\n

Why Segment Your Customer Base?<\/span><\/h2>\n

eCommerce customer segmentation<\/span> is a great way to streamline marketing efforts, increase closure rates, and drive conversions. <\/span>92% of B2B businesses segment their target markets<\/span><\/a>\u00a0because customer segmentation marketing works.<\/span>\u00a0Customer segmentation is nothing more than grouping accounts based on similar characteristics. The accounts can be grouped by shared needs, requirements for products and services, or buying behaviors. The segmented groups are then offered segment-tailored and segment-beneficial unique value propositions. <\/span><\/p>\n

When you organize customers into segments, you can identify your hottest customers and most tepid prospects, and adapt your offer and message accordingly. Your marketing team can boost cross-selling campaign response rates by identifying the buyers most interested in purchasing cross-sell items. Insights gained from studying customer segments can also help create scalable efficiencies when launching the next customer acquisition strategy. In fact, marketing is not the only function to embrace <\/span>customer segmentation,<\/span> as the benefits can be realized across the entire company.<\/span><\/p>\n

While B2B buying often involves a complex decision-making process with multiple stakeholders that have different objectives and concerns, customer segmentation is still possible. \u00a0Segment these decision-makers by their role within the company, common expectations, and pain points, as well as their to likelihood to respond to similarly focused marketing messages. <\/span><\/p>\n

Ready to implement <\/span>customer segmentation? Keep reading to discover how to <\/span>effectively segment your customers, develop actionable offers, and get conversions.<\/span><\/p>\n

How to Approach <\/span>B2B Customer Segmentation<\/span><\/h2>\n

Customer segmentation<\/span> methods and criteria are as individual as each business. You\u2019ll need to determine which criteria are relevant to your customer base and then break it down using those identifiers. Avoid segmenting buyers based solely on firmographics (company features such as size, turnover, or location) as this data doesn\u2019t fully reflect the needs, behaviors, or strategic value of your customers. Effective <\/span>B2B customer segmentation<\/span> starts at a more generic level and then drills down into more specific areas. For example, meaningful segments may be identified by:<\/span><\/p>\n

    \n
  1. Industry sector and sub-industry<\/span><\/li>\n
  2. Operations type and location<\/span><\/li>\n
  3. Decision makers\u2019 job title<\/span><\/li>\n
  4. Product class and usage level<\/span><\/li>\n
  5. Buying Behaviors<\/span><\/li>\n<\/ol>\n

    Make sure the segments are:<\/span><\/p>\n