Identification of Companies and Decision Makers
To correctly identify target groups, you need extensive information about your customers. When analyzing customers in B2B, the organizational characteristics of a company are among the most important segmentation criteria.
In addition to geographical information such as the company's headquarters, this also includes the industry, number of employees and development phase. A start-up may have different needs and interests than a company that has been successful in the market for years.
In addition to organisational characteristics, the decision-makers play a decisive role in the B2B sector. Often, the person who makes the buying decision is different from the person who ultimately instructs or executes the purchase.
Similar to B2C marketing, customer behavior is also a factor that cannot be ignored. How often and at what intervals do businesses purchase from you? Are certain purchasing cycles typical, based on seasonal fluctuations?
Supply your database regularly with such information, but also include available marketing and tracking tools or results of in-house surveys in your target group analysis.