How to Segment Your Audience for Effective Demand Generation?
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How to Segment Your Audience for Effective Demand Generation?
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.
 

Important Steps in Audience Segmentation for Effective Demand Generation

It could be market segmentation for B2B telemarketing services, PPC marketing, or any other B2B demand generation aspect. A systematic approach to audience segmentation is necessary to ensure fruitful marketing efforts and the best utilization of their databases.  

Consensus on the Right Criteria for every Product/Service Segment:

A consensus is necessary, whether it is the same target audience for all products and services or different ICPs for each segment. The sales, marketing, and CRM teams must have a common, collective viewpoint on which segmentation parameters make the most sense.

Segmentation as per the Marketing Channel:

In the current era of multi-channel marketing, businesses have multiple opportunities to target the right audience at the right time. But every platform/channel has specific buyer profiles. For example, the B2B telemarketing services database is likely to have more prospects in the geographical vicinity. The target audience on LinkedIn ought to be segment based on firmographic parameters. Similarly, organic website visitors can be segmented based on their intent.

Customizing Databases for Effective Demand Generation:

It doesn’t matter if the business has an in-house or outsourced database. Adding the needed filters to the database is necessary based on the segmentation parameters chosen. This will provide quick access to marketers across all platforms for the specific ICP they need to target. Ideally, the service provider should customize each database per the platform and its segmentation directives.

Ensure Unanimous Focus on MQL and SQL:

It is high time businesses gauge the success of demand generation based on the total number of leads generated. The percentage of qualified leads that are most likely to convert is what matters the most. Marketers should ensure that resources should be spent only on marketing and sales-qualifi leads.   

Conclusion

Brands that have segmented their target clientele well have been massively successful. This approach is all the more necessary in the B2B industry because of the long, complex sales cycle. The right audience segmentation will ensure marketers don’t waste time and resources targeting the wrong client persona. Most importantly, it will steer the demand generation campaign in the right direction for high ROI and brand recognition. For more blog you can click here.

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