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Sep 12, 2020

Firmographic Segmentation: A Crucial B2B Marketing Strategy

by Gordon Polovin

Breaking down your data to make the most of every slice? Our series on segmentation continues! What is firmographic segmentation? Research in the B2B field requires specialized attention because it differs from a B2C approach in significant ways. Firmographic segmentation is at the core of B2B. It categorizes B2B prospects into descriptive segments that are fundamental to structuring B2B-specific marketing programs. By highlighting organizational similarity that connects to the customer experience (CX), companies serving commercial needs can structure commercially-influenced marketing programs with greater accuracy.  B2B firmographic segmentation vs. B2C segmentation Defining firmographics is complicated because it’s rooted in the B2B operational arena with unique dimensions. To help you get a better understanding of the purpose of firmographics, here are some seismic differences between B2B firmographic segmentation and B2C segmentation. Customers B2C generally involves an overview of large groups (frequently hundreds of thousands or even millions of consumers) who share common characteristics. B2B can boil down to customers able to afford big-ticket items. Thus, analysis of a single entity (or perhaps only a few) may turn out to be a viable firmographic segmentation exercise. Decision Influencers B2C surely involves a combination of people interacting with a purchase decision. However, many B2C projects place relatively little emphasis on decision influencers. B2B firmographic segmentation almost always tracks back to team impact on the decision. Different departments energize the decision process to a greater or lesser extent. Any B2B marketing program, no matter what, that fails to account for inter-departmental participation is likely to […]

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