{"id":12082,"date":"2009-02-13T18:39:13","date_gmt":"2009-02-13T18:39:13","guid":{"rendered":"https:\/\/www.sisinternational.com\/business-to-business-segmentation\/"},"modified":"2025-09-16T00:13:00","modified_gmt":"2025-09-16T04:13:00","slug":"business-to-business-segmentierung","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/business-to-business-segmentierung\/","title":{"rendered":"Business-to-Business-Marktsegmentierung"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-59eb1e40\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-59eb1e40\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4.jpg\" alt=\"SIS International Marktforschung &amp; Strategie\" title=\"B2B 2 (4)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2B-2-4-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Business-to-Business segmentation rarely receives the attention that its cousin discipline, customer segmentation, receives.\u00a0 We at SIS International Market Research have compiled a few considerations for B2B segmentation.\u00a0 This is not an exhaustive description, but an overview for understanding how business-to-business can help companies to grow their accounts and revenues.\u00a0 SIS helps companies <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/erschliesung-neuer-kundensegmente\/\" title=\"Entwicklung neuer Kundensegmente\"  data-wpil-monitor-id=\"7849\">develop actionable segmentation<\/a> plans that can boost profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Unternehmen k\u00f6nnen bei ihrer Segmentierung verschiedene Variablen ber\u00fccksichtigen.<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Verhalten<\/li>\n\n\n\n<li>Profitability \/ <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/marktforschung-zum-customer-lifetime-value\/\" title=\"Customer Lifetime Value Marktforschung\"  data-wpil-monitor-id=\"7837\">Lifetime Customer Value<\/a><\/li>\n\n\n\n<li>Nutzen\/Attribut<\/li>\n\n\n\n<li>Conjoint-Analyse<\/li>\n\n\n\n<li>Verwendung oder Anwendung<\/li>\n\n\n\n<li>Produktklasse<\/li>\n\n\n\n<li>Preis-\/Qualit\u00e4tsanforderungen<\/li>\n\n\n\n<li>Wettbewerber<\/li>\n<\/ul>\n\n\n\n<p>In Low-involvement product offerings, <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/lebenslaufe\/markenforschung\/\" title=\"Markenforschungsunternehmen\"  data-wpil-monitor-id=\"7841\">companies can consider researching<\/a> usage behavior, buyer behavior, price elasticity \/ sensitivity and brand loyalty, among others.&nbsp; For high and medium involvement products, businesses can consider <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/stimme-des-kunden\/\" title=\"Stimme der Kundenforschung\"  data-wpil-monitor-id=\"7843\">researching their customers<\/a>&#8216; comprehensive needs, buyer types, business&#8217; buying behavior and core values, among many others.&nbsp; Lifetime Customer Value as a metric can provide companies a measurement of the value of a client to the firm; with <a href=\"https:\/\/www.sisinternational.com\/de\/abdeckung\/marktforschung-asien\/kundensegmentierungsforschung-in-asien\/\" title=\"Kundensegmentierungsforschung in Asien\"  data-wpil-monitor-id=\"7839\">research into each segment<\/a> done by Lifetime Customer Value and the Pareto principle (80 20 rule), companies can make a concerted effort to improve profitability.&nbsp; The variables for segmentation will vary by company and industry.<\/p>\n\n\n\n<p>Michael Baker, Autor von \u201e<a href=\"http:\/\/books.google.com\/books?id=tOJjwIj-DecC&amp;pg=PA431&amp;lpg=PA431&amp;dq=Potential+Market+Size+x+Penetration+Probability&amp;source=web&amp;ots=4jRAmKH3nJ&amp;sig=N_NhoErodRtQZMakAlqshJlZZYM&amp;hl=en&amp;ei=fcaVSZvMG5mQsQODndm6Bw&amp;sa=X&amp;oi=book_result&amp;resnum=1&amp;ct=result#PPA431,M1\" target=\"_blank\" rel=\"noopener\">Marketing<\/a>&#8221; asserts that Market Positioning should include quantitative analysis.&nbsp; He advanced the following quantitative analysis:<\/p>\n\n\n\n<p><strong>Potenzielle Marktgr\u00f6\u00dfe x Durchdringungswahrscheinlichkeit<\/strong><\/p>\n\n\n\n<p>Customer share has received currency in the past two decades over market share as a useful metric.\u00a0 Companies can estimate market potential with the following quantitative analysis:<\/p>\n\n\n\n<p><strong>Kundenpotenzial im Markt x Kundenanteil<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Einige \u00dcberlegungen zur Business-to-Business-Segmentierungsforschung:<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Avoid focusing too much on the product.\u00a0 Rather, companies might consider a segmentation based on perceived benefits by each segment.\u00a0 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.<\/li>\n\n\n\n<li>Avoid focusing on company size as a means to meet customer needs.\u00a0 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&#8217;t be met.<\/li>\n\n\n\n<li>Business-to-business segmentation needs to be useful to the company.\u00a0 While <a href=\"https:\/\/www.sisinternational.com\/de\/sachverstand\/lebenslaufe\/lebenslauf-mit-erfahrungen-in-der-automobilindustrie\/\" title=\"Marktforschungsunternehmen f\u00fcr die Automobilindustrie\" data-wpil-monitor-id=\"7845\">companies can do vast amounts of research<\/a>, the segmentation information needs to be relevant and actionable.<\/li>\n\n\n\n<li>To create a clear <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/produkttests-marktforschung\/\" title=\"Produkttests Marktforschung\" data-wpil-monitor-id=\"7847\">market positioning that can be tested<\/a>.&nbsp; An example of a positioning statement is:<br>F\u00fcr Manager von Informationssystemen ist Microsoft die Marke f\u00fcr Softwarepakete, die aufgrund zus\u00e4tzlicher Funktionen, Service und wettbewerbsf\u00e4higer Preise das beste Preis-Leistungs-Verh\u00e4ltnis bieten.<\/li>\n\n\n\n<li>Continued commitment to <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/marken-kundenforschung\/\" title=\"Markenbildung und Kundenforschung\" data-wpil-monitor-id=\"7848\">research as customer<\/a> needs rapidly change<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Warum sollte man bei der Marktsegmentierung auf Vielnutzer abzielen?<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Companies can often extract the most value from these customers because they\u2019re willing to spend.\u00a0 According to the Pareto Principle \/ 80 20 Rule, companies can benefit from targeting the 20% of customers that compose 80% of their revenues.<\/li>\n\n\n\n<li>Erh\u00f6hte Loyalit\u00e4t senkt langfristig die Kundenakquisitionskosten<\/li>\n\n\n\n<li>Marketing costs can become cheaper, as customers increase the frequency of purchase<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Allgemeine Richtlinien f\u00fcr B2B-Marketing:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Anf\u00e4nger\n<ul class=\"wp-block-list\">\n<li>Fokus auf Produktvorteile<\/li>\n\n\n\n<li>Lernen Sie besser, wenn die Botschaft gut organisiert ist<\/li>\n\n\n\n<li>Profitieren Sie von der Mehrfacheinsicht in Informationen<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Experten\n<ul class=\"wp-block-list\">\n<li>Konzentrieren Sie sich auf die Produkteigenschaften<\/li>\n\n\n\n<li>Erfahren Sie einfach, ob die Nachricht organisiert ist oder nicht<\/li>\n\n\n\n<li>Profitieren Sie von einer einmaligen Informationsbeschaffung<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Durch die Business-to-Business-Segmentierung k\u00f6nnen Sie profitable Neukunden gewinnen.<\/p>","protected":false},"author":1,"featured_media":62375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295],"tags":[],"class_list":["post-12082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=12082"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12082\/revisions"}],"predecessor-version":[{"id":81321,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/12082\/revisions\/81321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/62375"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=12082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/categories?post=12082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/tags?post=12082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}