B2B customer segmentation is traditionally based on the size of the customers. The consequence is often a categorization into key accounts, medium-sized and smaller customers. ProSales’ research shows, however, that companies that segment their customers according to purchasing behaviour, and prioritize customers according to potential have higher reveneue growth and profitability than their competitors.
base customer segmentation on purchasing behaviour
The purchasing behaviour of B2B customers is diverging. Consequently, there is an increasing need to segment customers accordingly, to make it easier to support their purchasing decisions. One difference concerns sales logics – the customers’ purchasing behaviour in a traditional sales logic differs from a complex sales logic. There are also different types of complex buyers – different decision cultures.
prioritize sales according to the business potential of each customer
Buying processes are becoming more complex. More decision makers and longer sales processes = higher cost of sales and higher risks. It is critical for performance to understand which customers have the highest success potential, and prioritize sales activities acccording to this.