In many consumer purchases, one person makes most or all of the decision. B2B purchases, by contrast, often involve a buying center: the people in an organization who influence or participate in a purchase decision.
One person may perform more than one role, and the influence of each role can vary by organization and purchase. A marketer may therefore have to understand not just which company is a fit, but also which people within that company need to be reached and what matters to them.
All flashcards
What is a B2B buying center?
The people in an organization who participate in, influence, or have a role in a purchase decision.
Why is B2B buying sometimes described as more rational?
Purchases are commonly evaluated against organizational needs, budgets, performance requirements, and expected value; this is a tendency, not a rule for every buyer.
Why can system compatibility matter in B2B segmentation?
A solution may need to integrate with existing systems or meet an organization's technical and operational requirements.
How can B2B segmentation support customer retention?
Understanding customers' objectives and challenges helps suppliers align offerings and communications with customer needs, building confidence and supporting continued business.
What does each of these B2B segmentation approaches focus on: firmographic, technographic, needs-based, value-based, and behavioral?
Company attributes; technology use; customer needs; potential transactional value; and customer interactions with a company's offerings and marketing, respectively.
Quiz questions
Which set of attributes is commonly used for firmographic segmentation?Answer: Industry, location, company size, and legal structure.
What information is the focus of technographic segmentation?Answer: The hardware and software technologies an organization uses.
How does needs-based segmentation group organizations?Answer: By the problems they need solved and the benefits they seek.
What does value-based segmentation assess?Answer: The potential transactional value customers may bring to a business.
What customer information is examined in behavioral segmentation?Answer: Interactions with a company's products, services, and marketing.
Based on Principles of Marketing by Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman (OpenStax), licensed CC BY 4.0. Adapted into a summary, flashcards and quizzes.