business marketing

1. BATTERIES
P R ES E N T E D BY
S R I R A M U L A V E N K AT ES H
R . N O : 0 9

2. Different types of customers for
the product
Four types of customers
The toughest challenge that companies face today is dealing with the margin-
customers to gain additional discounts. Each customer type requires a different
The four primary customer types are:
1.Price buyers. These customers want to buy products and services only at the lowest
possible price. They are less concerned about value, differentiation or relationships.
2.Relationship buyers. These customers want to trust and have dependable
relationships with their suppliers, and they expect suppliers to take good care of

3. Value buyers. These customers understand value and want suppliers to be able to
provide the most value in their relations.
Poker player buyers. These are relationship or value buyers who have learned that if
they act like a price buyer, they can get high value for low prices.

4. Market segmentation
B2B market segmentation using firmographics
Firmographics can include:
•Industry
•Company size
•Location
•Revenue
•Customer type (B2B, B2C, B2G)
•Growth trends

5. Segmentation based on customer needs
Behaviour-based segmentation
Ourfirst two methods looked at who the customer is, and what they need. Behavioral segmentation looks at how theyact.
This data can be gathered bylooking at:
•Thechannelsprospects visit youthrough
•Thecontent prospects interact with
•Thetechnology they use (competitors or complimentary)
•Thewaycustomers interact with yourproduct or solution

6. Tieringor profitabilitysegmentation
Tierbased segmentationlooks atthepotentialvalueof thelead. Thiscanbe done in anumber of ways:
•Average customer lifetime value
•Acquisition channel(different channelsmight havedifferent cost per lead or lifetime value)
•Leadquality

7. Apractical framework toB2B market segmentation
Finally, here’s a practical framework toputting this allin practice.
1.Make key accounts their own segment
2.Decide on your segmentation type
3.Gather quantitative andqualitative data
4.Gather market research
5.Analyse the data tocluster companies
6.Codeandsegment customers andprospects
7.Consider propensity modelling the groups

8. Product strategies
Product strategies development
Set a road map
Competitor analysis
Research
Buyer personality

9. Marketing communication
Positioning statement
Sales guide
Message to the loyal consumer
Feedback&analysis