Target audience segmentation in the b2b sector

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Each individual audience segment has its own goals and motivations. Therefore, a separate Customer Journey Map should be created for each segment.

Example. The bulk of clients are social media users and email newsletter subscribers. But social media brings in a "cold" audience: users have just learned about the product, they study the information for a poland email list long time, order a consultation, download lead magnets and come to a deal no sooner than after 1-2 months. But email newsletters bring in "hot" clients: they immediately make a purchase, leave a request or order a service. It is logical to assume that the path of these two audience segments will be completely different. If you average the data, the result will be out of touch with reality.

When segmenting an audience, it is important to be guided not by customer characteristics, but by their behavior. For example, segmentation by age would be incorrect, since customers of the same age may have completely different needs. The main goal of segmentation is to identify groups of customers based on common behavioral characteristics.

You can segment your audience to form a CJM:

By selection criteria

What parameters do they choose, what characteristics do they pay attention to, what factor becomes decisive when buying.

According to needs

What problem are they trying to solve, what category of goods are they interested in?

By stages of purchasing decision making

They are looking for a suitable solution to their problem, are at the stage of getting to know the product, comparing suitable offers, and are ready to buy.