{"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":"segmentation-interentreprises","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/segmentation-interentreprises\/","title":{"rendered":"Segmentation du march\u00e9 interentreprises"},"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=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales 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\/fr\/solutions\/developpement-de-nouveaux-segments-de-clientele\/\" title=\"D\u00e9veloppement de nouveaux segments de client\u00e8le\"  data-wpil-monitor-id=\"7849\">develop actionable segmentation<\/a> plans that can boost profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les entreprises peuvent prendre en compte plusieurs variables diff\u00e9rentes dans leurs segmentations.<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comportement<\/li>\n\n\n\n<li>Profitability \/ <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/etude-de-marche-sur-la-valeur-a-vie-du-client\/\" title=\"Valeur \u00e0 vie du client \u00c9tude de march\u00e9\"  data-wpil-monitor-id=\"7837\">Lifetime Customer Value<\/a><\/li>\n\n\n\n<li>Avantage\/Attribut<\/li>\n\n\n\n<li>Analyse conjointe<\/li>\n\n\n\n<li>Utilisation ou application<\/li>\n\n\n\n<li>Classe de produit<\/li>\n\n\n\n<li>Exigences de prix\/qualit\u00e9<\/li>\n\n\n\n<li>Concurrent<\/li>\n<\/ul>\n\n\n\n<p>In Low-involvement product offerings, <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/cv-dexperience\/recherche-de-marque\/\" title=\"Soci\u00e9t\u00e9 de recherche de marque\"  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\/fr\/solutions\/voix-du-client\/\" title=\"Recherche Voix du Client\"  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\/fr\/couverture\/etude-de-marche-en-asie\/recherche-sur-la-segmentation-de-la-clientele-en-asie\/\" title=\"Recherche sur la segmentation des clients en Asie\"  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 auteur de \u00ab<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\">Commercialisation<\/a>&#8221; asserts that Market Positioning should include quantitative analysis.&nbsp; He advanced the following quantitative analysis:<\/p>\n\n\n\n<p><strong>Taille potentielle du march\u00e9 x probabilit\u00e9 de p\u00e9n\u00e9tration<\/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>Potentiel client sur le march\u00e9 x part de client<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quelques consid\u00e9rations pour la recherche sur la segmentation Business-to-Business\u00a0:<\/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\/fr\/competence\/cv-dexperience\/cv-dexperience-dans-lindustrie-automobile\/\" title=\"Soci\u00e9t\u00e9 d\u2019\u00e9tudes de march\u00e9 pour l\u2019industrie automobile\" 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\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/etude-de-marche-sur-les-tests-de-produits\/\" title=\"\u00c9tude de march\u00e9 sur les tests de produits\" data-wpil-monitor-id=\"7847\">market positioning that can be tested<\/a>.&nbsp; An example of a positioning statement is:<br>Pour les responsables des syst\u00e8mes d&#039;information, Microsoft est la marque de progiciels qui offre le meilleur rapport qualit\u00e9-prix en raison de fonctionnalit\u00e9s suppl\u00e9mentaires, de services et de prix comp\u00e9titifs.<\/li>\n\n\n\n<li>Continued commitment to <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/recherche-de-clients-sur-limage-de-marque\/\" title=\"Image de marque et recherche client\" data-wpil-monitor-id=\"7848\">research as customer<\/a> needs rapidly change<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi cibler les gros utilisateurs dans la segmentation du march\u00e9\u00a0?<\/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>Une fid\u00e9lit\u00e9 accrue r\u00e9duit les co\u00fbts d\u2019acquisition de clients sur le long terme<\/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\">Directives g\u00e9n\u00e9rales pour le marketing B2B\u00a0:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u00e9butants\n<ul class=\"wp-block-list\">\n<li>Focus sur les avantages du produit<\/li>\n\n\n\n<li>Apprenez mieux lorsque le message est bien organis\u00e9<\/li>\n\n\n\n<li>B\u00e9n\u00e9ficier de multiples expositions \u00e0 l\u2019information<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Experts\n<ul class=\"wp-block-list\">\n<li>Concentrez-vous sur les attributs du produit<\/li>\n\n\n\n<li>Apprenez facilement si le message est organis\u00e9 ou non<\/li>\n\n\n\n<li>B\u00e9n\u00e9ficiez d\u2019une exposition unique aux informations<\/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 segmentation interentreprises peut vous aider \u00e0 atteindre de nouveaux clients 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\/fr\/wp-json\/wp\/v2\/posts\/12082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=12082"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12082\/revisions"}],"predecessor-version":[{"id":81321,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12082\/revisions\/81321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62375"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}