تجزئة السوق بين الشركات

Business-to-Business segmentation rarely receives the attention that its cousin discipline, customer segmentation, receives.  We at SIS International Market Research have compiled a few considerations for B2B segmentation.  This is not an exhaustive description, but an overview for understanding how business-to-business can help companies to grow their accounts and revenues.  SIS helps companies develop actionable segmentation plans that can boost profitability.

يمكن للشركات أن تأخذ في الاعتبار عدة متغيرات مختلفة في تقسيماتها.

• سلوك
• الربحية / قيمة العميل مدى الحياة
• فائدة / سمة
• تحليل الموحد
• الاستخدام أو التطبيق
• فئة المنتج
• متطلبات السعر/الجودة
• منافس

In Low-involvement product offerings, companies can consider researching usage behavior, buyer behavior, price elasticity / sensitivity and brand loyalty, among others.  For high and medium involvement products, businesses can consider researching their customers’ comprehensive needs, buyer types, business’ buying behavior and core values, among many others.  Lifetime Customer Value as a metric can provide companies a measurement of the value of a client to the firm; with research into each segment done by Lifetime Customer Value and the Pareto principle (80 20 rule), companies can make a concerted effort to improve profitability.  The variables for segmentation will vary by company and industry.

مايكل بيكر مؤلف كتاب "تسويق” asserts that Market Positioning should include quantitative analysis.  He advanced the following quantitative analysis:

حجم السوق المحتمل × احتمالية الاختراق

Customer share has received currency in the past two decades over market share as a useful metric.  Companies can estimate market potential with the following quantitative analysis:

إمكانات العميل في السوق × حصة العميل

بعض الاعتبارات لأبحاث تجزئة الأعمال إلى الأعمال:

1. Avoid focusing too much on the product.  Rather, companies might consider a segmentation based on perceived benefits by each segment.  An example of this is with many software companies that focus only on functions, rather than the benefits that customers of many different sizes may perceive.
2. Avoid focusing on company size as a means to meet customer needs.  By putting companies in categories by how many employees they have, these segmentations can miss important insights and make smaller companies feel that their needs won’t be met.
3. Business-to-business segmentation needs to be useful to the company.  While companies can do vast amounts of research, the segmentation information needs to be relevant and actionable.
4. To create a clear market positioning that can be tested.  An example of a positioning statement is:
   بالنسبة لمديري أنظمة المعلومات، تعد Microsoft علامة تجارية لحزمة البرامج التي توفر أكبر قيمة مقابل السعر بسبب الوظائف المضافة والخدمات والأسعار التنافسية.
5. الالتزام المستمر بالبحث مع تغير احتياجات العملاء بسرعة

لماذا نستهدف المستخدمين بكثرة في تجزئة السوق؟

1. Companies can often extract the most value from these customers because they’re willing to spend.  According to the Pareto Principle / 80 20 Rule, companies can benefit from targeting the 20% of customers that compose 80% of their revenues.
2. تؤدي زيادة الولاء إلى خفض تكاليف اكتساب العملاء على المدى الطويل
3. Marketing costs can become cheaper, as customers increase the frequency of purchase

المبادئ التوجيهية العامة للتسويق B2B:

• المبتدئين
  • التركيز على فوائد المنتج
  • تعلم بشكل أفضل عندما تكون الرسالة منظمة بشكل جيد
  • الاستفادة من التعرض المتعدد للمعلومات
• الخبراء
  • التركيز على سمات المنتج
  • تعلم بسهولة ما إذا كانت الرسالة منظمة أم لا
  • استفد من التعرض الفردي للمعلومات