Account - Corvendor GmbH

Segmentation by vertical markets, company size and buying power

Segmenttiefe

Wenige Kategorien resultieren bereits in einer hohen Anzahl unterschiedlicher Segmente.

5 x

Kundengröße

3 x

Kaufkraft-Klasse

10 x

Branche

150 x

SEGMENTS

Situation

Trying to acquire new customers has the following challenges:

The buyers are becoming increasingly discerning and selective thanks to the abundance information available through many channels.
A typical campaign focuses on a targeted set of accounts and delivers personalized content.
More staff is required to successfully overcome the challenges of target selection and content creation.

Campaigns

Campaigns start by inquiring which target accounts to address. We differentiate between two scenarios:

Broad-based campaigns: Follow-up of nurtured accounts after driving awareness, i.e. casting a wide net across defined market segments
Account-based campaigns: targeting individual accounts as a compound selection between marketing and sales enriched with company data based on research.

Selection

The selection process starts with a general description of your audience. This can include private companies which have been growing more than 12% in revenue during the past 3 years or you could be addressing hospitals with over 250 beds.

You should begin by checking your own in-house data to review the segment which you have identified as the primary one.

Classification

The review should provide an initial classification (internal attributes). Classes may include:

Purchase History for various products, solutions and services
Established buyer status such as buying, lapsed, prospect
Engagement history (Social Media visits, webinars, events)
Strategic importance
Established status along the customer journey

Segmentation

Your in-house data may indicate a segmentation such as:

Vertical industry at various levels of precision (SIC codes)
Company size: number of employees, revenue, margins
Financial health
Calculated buying power for your offerings