Marketing Strategy

Jessica Luna

The importance of segmentation for B2B marketing

In marketing, adequate segmentation is equal to profits. But, how do you do it correctly for B2B (Business to Business) and obtain a positive ROI (Return on Investment)? Each client is always different due to the products and services he needs and his behavior on the web; nevertheless, it’s important to know the similarities among clients to create campaigns of interest.

Part of an inbound marketing strategy for B2B is to include tactics according to the target audience and also take into account the channels through which the information will be disseminated.


It is essential to segment, appropriately, your Buyer Persona to offer a personalized experience and, above all, acquire quality leads. One company can have many different clients, and by directing the advertisements in a segmented way you can benefit from:

  • CPL profitability (Cost per lead).
  • Brand loyalty with the customer.
  • Brand Awareness.
  • Increase in ROI.

All these are important aspects when publicizing a campaign since they can represent savings for your company and also help you improve your web positioning. Segmentation helps satisfy the necessities in a specific market because it’s the key to effective digital marketing and publicity.

1) CPL profitability:

When a campaign is segmented in the right way, the cost per lead decreases. How? Let’s imagine that we segment a campaign exclusively for real estate brokers; if you do it in the right way, users that will click on an ad and that will consume our product and service, will be excluded from the sector. But if we do not segment, we'll have several clicks on the ad (which represents an expense) from people who are not good leads and will not make a final purchase. Segmentation allows creating quality content and specific for each target audience. In addition, it allows knowing the users’ preferences, what they do, and how they interact on the web, which represents significant savings for the company.

2) Brand loyalty with the customer:

A loyal client represents earnings for the company. Due to the great amount of competition and content on the web, users are reluctant to be loyal to a brand. However, if quality content and information is provided, this helps clients to feel identified with the brand, subscribe to the blog, and would want to receive offers. This way (without overwhelming the user) a strong link is created between brand and consumer, and it becomes a potential lead.  

3) Content Marketing:

The content we provide to our users and clients it’s key. It’s not about just advertising because, on the contrary, each piece of content must be linked to a strategy that has clear objectives and KPI’s. Generating quality content attracts good leads and helps SEO indexation; which in the long term means being on Google search, without needing to invest in Adwords. This way, the company is positioned due to the relevance and quality of information it provides to users. Segmentation helps to create quality content for a specific audience through Facebook, Twitter, email, ebooks, or a blog. Content marketing is an essential part of a digital strategy and its objectives should always be linked to the user we want to reach.

How to segment your clients?

The Pareto Law is effective in these cases since it helps to visualize potential clients according to their position and importance for the company.

Let’s imagine that a company that provides human talent management needs to classify its clients by the income that it brings to the company (A, B, C) and by the position held by each of its clients (X, Y, Z). By doing so, we can evaluate which content is sent to which client according to his position and the economic importance it represents for the company.

The law has been established according to the profit that the client brings to the company, this way a set budget is established. The more the company is paid, the more content can be sent to have a good ROI. This doesn’t mean that no information is sent to “standard” clients, they are sent different information. In addition, classifying by the client’s position facilitates segmenting the company's guidelines. In other words, if we are targeting a CFO a content or e-book entitled as follows is sent: `Improve your company's profitability, but a person in charge of HR does not necessarily care about this type of content.

By doing this, the content that is produced is also prioritized and the appropriate information is sent to catch the user. This is called content marketing. The Pareto law is flexible when segmenting users. It doesn’t necessarily filter by income; it can also classify according to channels, demographic data, interests, or cities.

It can also generate a database of good leads or customers that include: company, rating (A, B, C and X, Y, Z), who is the decision-maker, phone, and email.

For content to reach the ideal user, one must first understand his/her consumption and purchasing behavior. It’s also necessary to ask the following questions to identify your buyer persona:

  • How much does he/she spend per month on online purchases?
  • On what criteria is he/she based before making a purchase?
  • What does he/she expect from a provider?
  • With which competitors does he/she work?
  • Does he/she use social networks?
  • Does he/she like receiving information? Through what channel? On which subjects?

This way, the commercial offer can be transmitted successfully and the leads that are interested in the information can be increased.

Content marketing and audience segmentation, bring profits to the company and also positions products/services in the consumers’ "top of mind".


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