William Joseph Communications

Customer Segmentation for More Effective B2B Marketing

Segmentation answers the question, “who do you serve and how are they different?” The process of segmentation is a crucial component of any company’s marketing strategy and overall business strategy, regardless of its size or sophistication. Defining your ideal customers is the first step to understanding them and figuring out how to compel them to become and stay real customers.

What is Segmentation and Why Segment?

Selling in a B2B environment is often complex. Your product or service might be sold to companies of various sizes, sophistication, and buying processes. Even in the same industry, the decision makers and influencers within an organization can vary wildly from company to company and across geographic markets. For example, when selling facilities engineering services in the oil and gas industry, one might need to reach various types of exploration and production companies and countless roles within them, from team leads to area leads to VPs of Engineering to individual engineers and facilities engineers, or all of those roles, depending on the makeup of the company.

Each target company and role within it likely has different goals, needs, and concerns. Segmentation is an effort to group them together so you can reach, compel, and serve them more effectively and profitably.  While all these individual relationships must be managed uniquely, it is still possible to group them into segments that have a similar need and will respond to similar messages and marketing strategies. Segmentation is the first step to positioning yourself effectively for varying customers, targeting them, and ultimately getting their business.

Simply, market segmentation involves aggregating prospective buyers into groups that: 1) have common needs and 2) will respond similarly to marketing tactics and messages. The segments that result from the process are a relatively similar collection of prospective buyers. Each segment must be measurable (you can determine its size and qualities), accessible (you can reach it), valuable (substantial enough to be profitable), and capturable (you offer compelling value to that segment). Even if the service offering or product is standard across all segments, you must communicate what value it has for each segment and give them the tools to evaluate your product or service relative to their needs. Each has slightly different demands and concerns.

How to Segment

Most common, is a firmographics, or features based, approach to segmentation, which considers dimensions such as industry, size and location, among others. Our approach at William Joseph closely aligns with this, but because our end goal is connecting with clients’ customers and compelling them to take some action or develop affinity towards the company, we also layer in behavioural, needs, and attitudinal considerations.

Segmentation criteria vary for each business, so the first step in the process is to determine which are relevant. Next, break down your customers by these criteria. In a B2C context, segmentation focuses on demographic features, such as location, age, life-stage, and even interests; segmentation in a B2B context might begin with industry and then drill down into geographic location, size of company, and even business model or roles to target within companies. Whatever way you choose to group segments, the segmentation process should begin at a more general level and then becomes more specific.

Sample Segmentation Criteria

The above are just a small sample of variables worth considering. You could also segment by sophistication, operations type, and even age of business. Other criteria could include, power structures and dynamics in each company, such as the level of influence of different roles and departments, or strategic concerns. Are they focused on short term cost-cutting or long-term relationship development? Do they focus on performance or cost? Strategically, are they wanting individual suppliers or managed solutions that tie together several services? The potential factors to consider are nearly endless.

Segments ultimately must be applied and used to guide product/service offerings and marketing. This process is not an academic exercise, so don’t create so many minutely defined segments that they are impractical or costly. Take segmentation to the point where it is infeasible to segment further, due to budget and resources, or where there are few meaningful differences in the segments’ needs and responses to marketing messages and tactics.

Once you have your segments, create a profile for each that includes the segment criteria and deeper analysis as well. At WJ we almost always dig down to the role level in our analysis, because at the end of the day, companies are made up of people. No amount of structure, policies, procedures, or directives can eliminate the human element of decision making. Even when selling to large organizations, it’s important we consider the unique needs and more emotional factors that influence the people that make up the companies in segments.

Remember, the ultimate goal of segmentation is to better serve your customers and speak to them more precisely. It provides a base for strategic decision making. Segmentation ensures we define our customers, helps us better understand their needs and the value we offer them, and then groups them so we can communicate with and serve them more efficiently and effectively.

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Friday, December 7th, 2018 at 2:37pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! #YXE team with @PattisonKids https://t.co/UYH4zKtBVd wj_agency photo
Tuesday, December 4th, 2018 at 1:28pm
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Monday, December 3rd, 2018 at 1:55pm
A Christmas gift for you all! We are hosting a holiday session to help our business owner/marketing manager friends get a jump start on their marketing for 2019. We have a few spots left so we hope you can join us this Wednesday, Dec 5th at 11:30 a.m.! https://t.co/VBimH6XZYu
Friday, November 30th, 2018 at 12:32pm
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
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William Joseph CommunicationsMonday, December 10th, 2018 at 12:00pm
In the spirit of the holiday season, we ask you to support our client, the Central Alberta Child Advocacy Centre, and participate in this year's Dream Home Lottery.

The proceeds from this event will go to support the Centre and its mission to empower children and families impacted but abuse.

We're so incredibly humbled to work with such a wonderful organization and are proud of the brand we were able to create for them!
William Joseph Communications
William Joseph CommunicationsFriday, December 7th, 2018 at 5:10pm
We love our incredible clients and are grateful to work with them everyday! So, we were super excited this week when we got to be Santa and deliver WJ presents to all of them! Check out Preston and Monique from the YXE office dropping off flowers to the team at Jim Pattison Children's Hospital Foundation!
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William Joseph Communications added 13 new photos — with Victoria MacLean Reade.Thursday, December 6th, 2018 at 11:22pm
Thanks everyone for coming out to our Christmas Ryan’s Roundup! Everyone left with a little gift from WJ and a lot of holiday spirit. See you all in 2019!
William Joseph Communications
William Joseph CommunicationsThursday, December 6th, 2018 at 4:59pm
William Joseph was featured in Calgary's Business today!

Despite the many ups and downs of our economy, William Joseph has continued to grow as a business every year since our inception, and for that we are incredibly grateful.

As we finish our 15th year of business, we've had a lot of time to reflect and look back on our journey. Click the link to read more.
William Joseph Communications
William Joseph Communications added 8 new photos.Wednesday, December 5th, 2018 at 11:32pm
William Joseph was out tonight celebrating the holidays with our great partner, Ranchman’s! Thanks Doug and Wendy for hosting such a wonderful party. I wonder if Santa asked our CEO if he was naughty or nice?!?

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