Digital avenues have drastically altered the B2B marketing landscape. Today, conversions and sales figures do not define B2B marketing success. It has expanded to include robust CRM, attracting sales qualified leads, capturing opportune demand generation, and consistent pipeline acceleration. Businesses have realized that they can perform far better if they focus on long-term gains instead of short-term tactics. Therefore, assuming the role of a certified industry expert, trustworthy advisor, and credible brand-building has become a priority. Businesses can draw high-value buyers organically by showcasing proficiency and reliability as a brand. This approach is far more holistic and sustainable than aggressively pursuing prospects with traditional outbound techniques.
Understanding Audience Segmentation in Demand Generation:Demand generation is often wrongly interpreted as an alternative term for B2B lead generation. Yes, generating leads is essential to B2B demand generation, but invoking demand is also an integral part. In its entirety, demand generation includes the whole spectrum of B2B marketing activities that drive long-term engagement. Delivering the right, customized marketing message to the right audience at the right time is the gist of successful B2B demand generation. To be able to reach the right target audience with apt customization, segmenting them is crucial. Audience segmentation can be defined as the division of the target market segment of a business as per relevant criteria. The parameters for market segmentation differ from business to business. Especially from the B2B telemarketing services point of view, businesses can define the division on multiple factors such as:
- Firmographic parameters- For businesses selling to other businesses, the client business details such as location, size, revenue, and industry are paramount.
- Purchase Intent- The organizational pain points, challenges, and motivations behind the purchase matter.
- Buyer Behaviour- This includes price sensitivity, rapport, discernment, features required, insistence on personal demos, free trials, and more.
- Technographic parameters- From the technological point of view, the existing business software and openness to new systems are important segmentation factors.