Welcome to the 3rd installment of the Marketing Monday “Lunch & Learn” Series by Allegra Marketing. Each Monday, we share a post from a 4-part series of marketing information and ideas. This series will discuss the basics of marketing and will provide marketing solutions for enterprises looking to improve their business-to-business marketing. The topics that will be covered include defining the ideal client, differentiating your business, segmentation and messaging and communication channels.
We hope you enjoy Part 3 of Marketing Solutions 101 for Business to Business!
Segmentation and Messaging
The next element of a successful marketing plan is segmenting your target audience and tailoring a specific message that will address their wants and needs. At its most basic level, market segmentation refers to dividing a market in terms of commonalities or similarities. Meaning that the members of a specific market segment have something in common.
The major purpose of market segmentation is the concentration of marketing energy or marketing solutions to a specific subdivision or market segment to gain an advantage over the competition within this specific subdivision. Concentration of marketing energy or solutions is the key component of all marketing plans, and market segmentation is the marketing solution or tool that allows us to help achieve this focus.
There are numerous ways to segment a market for business-to-business marketing, the most common of which is firmographics. Firmographics refers to the characteristics of a specific organization. Much like demographics to an individual, firmographics paint a portrait of an organization based on factors such as industry, number of employees, revenue size, number of locations and the location of the company.
Marketing segmentation is important because it is a great way to apply marketing solutions or energy to a subset of a specific market. However, crafting a message that resonates with that specific subset is equally important. If you choose to segment the market by focusing on firmographics make sure to target your brand or message to the largest segment that fits your niche. Segmentation’s greatest value lies in targeting a subset of businesses and allowing your business to craft a specific message that is tailored to the needs and wants of that specific subset.
For more information about marketing solutions for B2B companies, contact Allegra Marketing. You can also find us on Facebook, Twitter and LinkedIn!
