{"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":"segmentacao-empresa-a-empresa","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/segmentacao-empresa-a-empresa\/","title":{"rendered":"Segmenta\u00e7\u00e3o de mercado 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=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da 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\/pt\/solucoes\/desenvolvimento-de-novos-segmentos-de-clientes\/\" title=\"Desenvolvimento de novos 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\">As empresas podem considerar diversas vari\u00e1veis diferentes em suas segmenta\u00e7\u00f5es.<\/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\/pt\/solucoes\/pesquisa-de-mercado-de-valor-vitalicio-do-cliente\/\" title=\"Pesquisa de mercado sobre o valor da vida \u00fatil do cliente\"  data-wpil-monitor-id=\"7837\">Lifetime Customer Value<\/a><\/li>\n\n\n\n<li>Benef\u00edcio\/Atributo<\/li>\n\n\n\n<li>An\u00e1lise conjunta<\/li>\n\n\n\n<li>Uso ou Aplica\u00e7\u00e3o<\/li>\n\n\n\n<li>Classe de produto<\/li>\n\n\n\n<li>Exig\u00eancias de pre\u00e7o\/qualidade<\/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\/pt\/pericia\/curriculos-de-experiencia\/pesquisa-de-marca\/\" title=\"Empresa de pesquisa 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\/pt\/solucoes\/voz-do-cliente\/\" title=\"Pesquisa Voz do 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\/pt\/cobertura\/pesquisa-de-mercado-asia\/pesquisa-de-segmentacao-de-clientes-na-asia\/\" title=\"Pesquisa de segmenta\u00e7\u00e3o de clientes na \u00c1sia\"  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>Tamanho potencial do mercado x probabilidade de penetra\u00e7\u00e3o<\/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 do Cliente no Mercado x Participa\u00e7\u00e3o do Cliente<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Algumas considera\u00e7\u00f5es para pesquisa de segmenta\u00e7\u00e3o 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\/pt\/pericia\/curriculos-de-experiencia\/curriculo-de-experiencia-na-industria-automotiva\/\" title=\"Empresa de pesquisa de mercado da ind\u00fastria automotiva\" 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\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-para-testes-de-produtos\/\" title=\"Pesquisa de mercado para testes de produtos\" data-wpil-monitor-id=\"7847\">market positioning that can be tested<\/a>.&nbsp; An example of a positioning statement is:<br>Para os gestores de sistemas de informa\u00e7\u00e3o, a Microsoft \u00e9 a marca de pacote de software que oferece o maior valor pelo pre\u00e7o devido \u00e0 funcionalidade adicional, ao servi\u00e7o e aos pre\u00e7os competitivos.<\/li>\n\n\n\n<li>Continued commitment to <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-cliente-de-marca\/\" title=\"Branding e pesquisa de 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\">Por que direcionar usu\u00e1rios pesados na segmenta\u00e7\u00e3o de 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>O aumento da fidelidade reduz os custos de aquisi\u00e7\u00e3o de clientes no longo prazo<\/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\">Diretrizes gerais para marketing B2B:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Novatos\n<ul class=\"wp-block-list\">\n<li>Concentre-se nos benef\u00edcios do produto<\/li>\n\n\n\n<li>Aprenda melhor quando a mensagem est\u00e1 bem organizada<\/li>\n\n\n\n<li>Beneficie-se de m\u00faltiplas exposi\u00e7\u00f5es \u00e0 informa\u00e7\u00e3o<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Especialistas\n<ul class=\"wp-block-list\">\n<li>Concentre-se nos atributos do produto<\/li>\n\n\n\n<li>Aprenda facilmente se a mensagem est\u00e1 organizada ou n\u00e3o<\/li>\n\n\n\n<li>Beneficie-se da exposi\u00e7\u00e3o \u00fanica \u00e0 informa\u00e7\u00e3o<\/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>A segmenta\u00e7\u00e3o business-to-business pode ajud\u00e1-lo a alcan\u00e7ar novos clientes lucrativos.<\/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\/pt\/wp-json\/wp\/v2\/posts\/12082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=12082"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12082\/revisions"}],"predecessor-version":[{"id":81321,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12082\/revisions\/81321"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62375"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=12082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=12082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=12082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}