Defining customer/client segments and profiles is a vital part of the B2B marketing planning process. These segments are based on the differences in your customer base and can be used to create and define content strategy and messaging. For example, customer segmentation can take shape as email lists with connected and related landing pages.
These segmentations can be used to construct marketing outbound or inbound plans, email lists, high-level messages, websites or CRM solutions that tie in with marketing processes. In designing a segmentation model, the goal is to create buckets of structured categories, which will allow for sorting and filtering.
Below are a number of examples on how a marketing agency would apply B2B customer segmentation. The potential applications are numerous for a B2B marketing and sales process, but these examples help provide some context for both their importance and usage.
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