{"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":"segmentazione-business-to-business","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/it\/segmentazione-business-to-business\/","title":{"rendered":"Segmentazione del mercato business-to-business"},"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=\"Ricerca e strategia di mercato internazionale 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\/it\/soluzioni\/sviluppo-di-nuovi-segmenti-di-clientela\/\" title=\"Sviluppo di nuovi segmenti di clientela\"  data-wpil-monitor-id=\"7849\">develop actionable segmentation<\/a> plans that can boost profitability.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le aziende possono considerare diverse variabili nelle loro segmentazioni.<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comportamento<\/li>\n\n\n\n<li>Profitability \/ <a href=\"https:\/\/www.sisinternational.com\/it\/soluzioni\/ricerche-di-mercato-sul-valore-della-vita-del-cliente\/\" title=\"Ricerche di mercato sul valore della vita del cliente\"  data-wpil-monitor-id=\"7837\">Lifetime Customer Value<\/a><\/li>\n\n\n\n<li>Vantaggio\/Attributo<\/li>\n\n\n\n<li>Analisi congiunta<\/li>\n\n\n\n<li>Uso o applicazione<\/li>\n\n\n\n<li>Classe di prodotto<\/li>\n\n\n\n<li>Richieste di prezzo\/qualit\u00e0<\/li>\n\n\n\n<li>Concorrente<\/li>\n<\/ul>\n\n\n\n<p>In Low-involvement product offerings, <a href=\"https:\/\/www.sisinternational.com\/it\/competenza\/curriculum-di-esperienza\/ricerca-sul-marchio\/\" title=\"Societ\u00e0 di ricerca sul marchio\"  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\/it\/soluzioni\/voce-del-cliente\/\" title=\"La voce della ricerca sul 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\/it\/copertura\/ricerche-di-mercato-asiatiche\/ricerca-sulla-segmentazione-della-clientela-in-asia\/\" title=\"Ricerca sulla segmentazione della clientela in 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 autore di \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>Dimensione potenziale del mercato x Probabilit\u00e0 di penetrazione<\/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>Potenziale del cliente nel mercato x quota del cliente<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alcune considerazioni per la ricerca sulla segmentazione Business-to-Business:<\/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\/it\/competenza\/curriculum-di-esperienza\/curriculum-di-esperienza-nel-settore-automobilistico\/\" title=\"Societ\u00e0 di ricerche di mercato nel settore automobilistico\" 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\/it\/soluzioni\/soluzioni-di-branding-e-ricerca-clienti\/ricerche-di-mercato-per-test-di-prodotto\/\" title=\"Ricerche di mercato sui test dei prodotti\" data-wpil-monitor-id=\"7847\">market positioning that can be tested<\/a>.&nbsp; An example of a positioning statement is:<br>Per i gestori dei sistemi informativi, Microsoft \u00e8 il marchio di pacchetti software che offre il miglior rapporto qualit\u00e0-prezzo grazie a funzionalit\u00e0 aggiuntive, servizi e prezzi competitivi.<\/li>\n\n\n\n<li>Continued commitment to <a href=\"https:\/\/www.sisinternational.com\/it\/soluzioni\/soluzioni-di-branding-e-ricerca-clienti\/ricerca-sui-clienti-del-marchio\/\" title=\"Marchio e ricerca sui clienti\" data-wpil-monitor-id=\"7848\">research as customer<\/a> needs rapidly change<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Perch\u00e9 rivolgersi agli utenti pesanti nella segmentazione del mercato?<\/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 maggiore fedelt\u00e0 riduce i costi di acquisizione dei clienti a lungo termine<\/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\">Linee guida generali per il marketing B2B:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Novizi\n<ul class=\"wp-block-list\">\n<li>Concentrarsi sui vantaggi del prodotto<\/li>\n\n\n\n<li>Impara meglio quando il messaggio \u00e8 ben organizzato<\/li>\n\n\n\n<li>Approfitta di molteplici esposizioni alle informazioni<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Esperti\n<ul class=\"wp-block-list\">\n<li>Concentrarsi sugli attributi del prodotto<\/li>\n\n\n\n<li>Scopri facilmente se il messaggio \u00e8 organizzato o meno<\/li>\n\n\n\n<li>Approfitta di un&#039;unica esposizione alle informazioni<\/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 segmentazione business-to-business pu\u00f2 aiutarti a raggiungere nuovi clienti redditizi.<\/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\/it\/wp-json\/wp\/v2\/posts\/12082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/comments?post=12082"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts\/12082\/revisions"}],"predecessor-version":[{"id":81321,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts\/12082\/revisions\/81321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media\/62375"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media?parent=12082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/categories?post=12082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/tags?post=12082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}