{"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":"segmentacion-de-empresa-a-empresa","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/es\/segmentacion-de-empresa-a-empresa\/","title":{"rendered":"Segmentaci\u00f3n del mercado de empresa a empresa"},"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=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" 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\/es\/soluciones\/desarrollo-de-nuevos-segmentos-de-clientes\/\" title=\"Desarrollo de nuevos segmentos de clientes\"  data-wpil-monitor-id=\"7849\">develop actionable segmentation<\/a> plans that can boost profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Las empresas pueden considerar varias variables diferentes en sus segmentaciones.<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comportamiento<\/li>\n\n\n\n<li>Profitability \/ <a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/investigacion-de-mercado-del-valor-de-vida-del-cliente\/\" title=\"Estudio de mercado sobre el valor del ciclo de vida del cliente\"  data-wpil-monitor-id=\"7837\">Lifetime Customer Value<\/a><\/li>\n\n\n\n<li>Beneficio \/ Atributo<\/li>\n\n\n\n<li>An\u00e1lisis conjunto<\/li>\n\n\n\n<li>Uso o Aplicaci\u00f3n<\/li>\n\n\n\n<li>Clase de producto<\/li>\n\n\n\n<li>Demandas de precio\/calidad<\/li>\n\n\n\n<li>Competidor<\/li>\n<\/ul>\n\n\n\n<p>In Low-involvement product offerings, <a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/curriculums-de-experiencia\/investigacion-de-marca\/\" title=\"Empresa de investigaci\u00f3n de marca\"  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\/es\/soluciones\/voz-del-cliente\/\" title=\"Investigaci\u00f3n de la voz del cliente\"  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\/es\/cobertura\/investigacion-de-mercado-asia\/investigacion-de-segmentacion-de-clientes-de-asia\/\" title=\"Investigaci\u00f3n de segmentaci\u00f3n de clientes de Asia\"  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 de \u201c<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>Tama\u00f1o potencial del mercado x probabilidad de penetraci\u00f3n<\/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>Potencial del cliente en el mercado x participaci\u00f3n del cliente<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Algunas consideraciones para la investigaci\u00f3n de segmentaci\u00f3n de empresa a empresa:<\/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\/es\/pericia\/curriculums-de-experiencia\/curriculum-de-experiencia-en-la-industria-automotriz\/\" title=\"Empresa de investigaci\u00f3n de mercado de la industria automotriz\" 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\/es\/soluciones\/soluciones-de-branding-e-investigacion-de-clientes\/investigacion-de-mercado-de-pruebas-de-productos\/\" title=\"Investigaci\u00f3n de mercado de pruebas de productos\" data-wpil-monitor-id=\"7847\">market positioning that can be tested<\/a>.&nbsp; An example of a positioning statement is:<br>Para los administradores de sistemas de informaci\u00f3n, Microsoft es la marca de paquete de software que ofrece el mayor valor por el precio debido a su funcionalidad adicional, servicio y precios competitivos.<\/li>\n\n\n\n<li>Continued commitment to <a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/soluciones-de-branding-e-investigacion-de-clientes\/investigacion-de-clientes-de-marca\/\" title=\"Investigaci\u00f3n de marca e clientes\" data-wpil-monitor-id=\"7848\">research as customer<\/a> needs rapidly change<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfPor qu\u00e9 apuntar a los usuarios habituales en la segmentaci\u00f3n del mercado?<\/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>Una mayor lealtad reduce los costos de adquisici\u00f3n de clientes a largo plazo<\/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\">Pautas generales para el Marketing B2B:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>novatos\n<ul class=\"wp-block-list\">\n<li>Centrarse en los beneficios del producto<\/li>\n\n\n\n<li>Aprenda mejor cuando el mensaje est\u00e1 bien organizado<\/li>\n\n\n\n<li>Benef\u00edciese de m\u00faltiples exposiciones a la informaci\u00f3n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Expertos\n<ul class=\"wp-block-list\">\n<li>Centrarse en los atributos del producto<\/li>\n\n\n\n<li>Aprenda f\u00e1cilmente si el mensaje est\u00e1 organizado o no<\/li>\n\n\n\n<li>Benef\u00edciese de una exposici\u00f3n \u00fanica a la informaci\u00f3n<\/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>La segmentaci\u00f3n de empresa a empresa puede ayudarle a llegar a nuevos clientes rentables.<\/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\/es\/wp-json\/wp\/v2\/posts\/12082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=12082"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12082\/revisions"}],"predecessor-version":[{"id":81321,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/posts\/12082\/revisions\/81321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/62375"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=12082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/categories?post=12082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/tags?post=12082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}