We developed a sophisticated segmentation of the B2B market across Europe for one of the world’s largest smartphones and tablets manufacturer.
Our client wanted to understand the underlying mindsets within businesses, to complement and improve targeting by horizontal and vertical market.
The Breaking Blue solution
Based on a blend of quantitative surveys and in-depth interviews, we identified, sized and analysed the seven different types of target customer that exist in the European B2B market. We also worked with their digital marketing agencies to develop personas, profiles and models to bring the segments to life and relate them directly to their go-to-market strategies.
As a result of our segmentation, our client are able to:
- Plan their strategy around the most valuable customers and confidently forecast likely revenues and profits
- Optimise their marketing messaging, channels and delivery
- Understand what kinds of messages are most potent among the different target audiences
- Identify who within a business is most receptive to messaging, and at what point in the buying process