B2B 시장 세분화

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.

기업은 세분화 시 여러 가지 변수를 고려할 수 있습니다.

• 행동
• 수익성 / 평생 고객 가치
• 혜택/속성
• 결합 분석
• 사용 또는 적용
• 제품 클래스
• 가격/품질 요구 사항
• 경쟁자

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.

마이클 베이커(Michael Baker)의 저자마케팅” asserts that Market Positioning should include quantitative analysis.  He advanced the following quantitative analysis:

잠재 시장 규모 x 침투 확률

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:

시장 내 고객 잠재력 x 고객 점유율

B2B 세분화 연구에 대한 몇 가지 고려 사항:

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:
   정보 시스템 관리자에게 Microsoft는 추가된 기능, 서비스 및 경쟁력 있는 가격으로 인해 가격 대비 최고의 가치를 제공하는 소프트웨어 패키지 브랜드입니다.
5. 고객의 요구가 빠르게 변화함에 따라 연구에 대한 지속적인 노력

시장 세분화에서 헤비유저를 목표로 삼는 이유는 무엇입니까?

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. 충성도가 높아지면 장기적으로 고객 확보 비용이 낮아집니다.
3. Marketing costs can become cheaper, as customers increase the frequency of purchase

B2B 마케팅에 대한 일반 지침:

• 초보자
  • 제품의 장점에 집중
  • 메시지가 잘 정리되어 있으면 더 잘 배울 수 있습니다
  • 정보에 대한 다중 노출의 이점
• 전문가
  • 제품 속성에 집중
  • 메시지가 정리되었는지 쉽게 알아보세요.
  • 정보에 대한 단일 노출의 이점