B2B Sales Top Challenges: Smart Segmentation and Lead Generation

Before you can classify leads as cold or warm and implement an effective action plan, you need to be able to work with reliable data. That's why a good start point is to qualify data first to generate more leads through segmentation, which should be part of your communication strategy. 

Lead generation is one of the major challenges for both B2B and B2C companies. But before you can classify leads as cold or warm and implement an effective action plan, you need to be able to work with reliable data. That’s why a good start point is to qualify data first to generate more leads through segmentation, which should be part of your communication strategy. Your aim is to maximize revenue for your company in the long term through clear segmentation and smarter lead generation.

According to recent statistics, businesses employing segmentation report generating 10% to 15% more revenue and witnessing up to a 50% increase in conversion rates compared to those that do not. Additionally, such companies are 130% more likely to understand their customers’ motivations.

Segmentation criteria for your database

To get relevant and promising segmentation in terms of marketing, it is preferable to use cross-sectional data.

For example, the segment responsible for SME procurement in the construction sector in French-speaking Switzerland is considered a segment that can be used for marketing purposes because it is quite specific.

Segmentation vs Targeting

Segmentation and targeting are often been confused. However, they are two different stages in a lead generation strategy.

  • Segmentation involves dividing the market into subsets using a certain amount of data collected.
  • Targeting, on the other hand, involves identifying segments to be used as part of a marketing strategy.

As a result, targeting allows you to sample all segments to prioritize which ones to work on with a tool like CRM.

Lead generation: Why use segmentation?

Segmentation has many advantages when it comes to a lead generation strategy.

Above all, segmenting your database allows you to personalize the customer experience and the message being delivered.  In a recent study by EverString and Ascend2, personalization is the most successful use cases for a data-driven approach according to 41% of marketers.

It’s crucial for your customers to be understood and treated as personalities. Showing them that you fully understand their challenges, tasks and train of their thought will help you convince them to buy your products or services. Understanding the problems companies face is an important step in implementing your strategy.

Segmentation allows you to do this because it gives you a very detailed view of your target customers. You will be able to accurately analyze their needs, wants, and behaviors and then send them the right message at the right time and place.

Similarly, segmentation allows you to structure all your data. Both marketing and sales teams get all the information they need to develop an effective strategy through lead scoring. In particular, it allows you to prioritize marketing actions based on RFM (recency, frequency and monetary value). For segmentation to bear fruit, lead qualification is essential.

Lead segmentation also allows you to improve the effectiveness of your sales and marketing campaigns to your potential customers or clients. You can use similar audiences to repeat actions that have yielded good results, thereby multiplying their effect. This optimizes the ROI of your campaigns.

How to use segmentation to refine your data and get more leads?

To build relevant and efficient segmentation, you need to qualify the data properly. You can use different types of segmentation to do this. However, the steps that need to be followed remain the same. Only then can you prioritize and activate the levers with the help of CRM tool.

Different types of segmentation

Generally, there are two main types of segmentation in sales and marketing.

  1. The first is rule-based segmentation. It involves dividing the audience into subgroups according to pre-selected criteria. This approach is based on the most objective analysis of available data.
  2. The second is cluster-based segmentation. It is based on observing and analyzing information without preconceived ideas. Similarities are observed and specific rather than assumed commonalities are identified.

Depending on the type of data you have available, you can start with an a priori approach to segmentation and then proceed to an a posteriori approach when your database is sufficiently enriched.

You can also combine these two approaches. In this case, we check whether the a priori assumptions are confirmed by the results of the a posteriori analysis. If necessary, some corrections can be introduced on the way.

Stages of successful lead segmentation

To create a database of qualified leads in your CRM system that will allow you to generate more leads and thus customers, you need to take the following steps:

  • generate marketing lists of leads and prospects
  • identify the most relevant leads
  • perform an evaluation
  • prioritize
  • implement a marketing strategy for each segment
  • define KPIs for monitoring

Example of smart segmentation with EasyBusiness

The choice of a digital tool is crucial for a successful launch and implementation of truly effective segmentation.

EasyBusiness by Kompass is one of the leading tools in the market, offering a comprehensive segmentation and lead generation solution through an easy-to-use interface.

To generate more leads with this solution and its segmentation features, you need to:

  • segment your contacts and customize your lists
  • audit your existing customer database to ensure the quality of existing data and update it if necessary
  • categorize leads according to the company’s activities
  • integrate the updated data into your CRM

Segments that should be prioritized

Not all segments have the same potential. Some of them are too small and/or difficult to reach, at least at an early stage. Therefore, you need to prioritize your targeting.

To do this, you need to consider several criteria: the relevance of the segment to your strategy, its measurability, its profitability and, finally, its accessibility.

Lead generation also involves segmentation. But for this, you need to start with the right foundation, that is, a complete database with fresh and relevant data and a high-performance CRM functions. Contact us to learn more about our smart segmentation, targeting and lead generation solutions.


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