Demographics are an increasingly inadequate means of segmenting B2B markets. Identifying your ideal prospects isn’t simply (or even largely) about company size, sector or location. Experience shows that structural, behavioural, environmental and situational factors have a far greater influence on your chances of attracting, engaging and converting prospects.
For example - do your ideal prospects tend to have a centralised or decentralised management style? Are they early adopters of new ideas or do they wait until the mainstream market has accepted them? Where does the power lie in their decision-making process? What other systems have they invested in? There will be other factors that are specific to your markets.
Situational factors are hugely significant in initiating a buying decision process - for example a recent change in senior management, a recent change in strategy or the introduction of a new initiative, a merger or acquisition or a significant change in the organisation’s fortunes. If you can identify these “trigger events” you will be well positioned when the prospect starts to search for solutions.
What sets us apart?
We understand the power of non-demographic segmentation, and we’ve helped dozens of clients to recognise their ideal prospect profiles. We can help you do the same, and to identify the common characteristics of your most valuable potential customers. Your sales+marketing efforts will be all the more effective for it.
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If you would like to find out how we could help you to better understand your ideal prospect profiles, please contact us here or call us on +44 118 975 0595. Or you’re not yet ready to have a conversation, we encourage you to stay in touch by subscribing to our blog.