The Ultimate Guide to Segmentation in 2024

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If you're reading this article, it's because you're interested in segmentation. And what a coincidence! It turns out that this guide covers everything you need to know about the topic!

What is segmentation? What are the benefits of segmentation? How do you do good segmentation?

In this guide, I have compiled all the information you need to understand how to do good segmentation.

So sit back, grab a snack, a drink, whatever you need, and let's go!

What is segmentation?
Segmentation is a pretty broad concept, so let's explain it for the sake of the rest of payroll directors email list this article.

We talk about marketing segmentation or sales segmentation:

Marketing segmentation : It is a marketing strategy that divides a broad target market into subsets of consumers to work on brand positioning.
Sales segmentation : On the other hand, it refers to the process of dividing a company's sales leads or existing customer base into groups of consumers who have common needs, interests, and priorities. The goal here is to personalize sales efforts and improve the effectiveness of the sales team. It is also known as B2B segmentation .
In both cases, the principle remains the same. The goal is to break down something bulky and generic into something manageable and customizable. The difference lies in the segmentation objectives, which are not the same in sales and marketing.

In this guide, I will mainly talk about B2B segmentation.

What are the advantages of segmentation?
In this section, I will discuss the main advantages of segmentation, which are:

Performance
Relationship with the brand
Cost management
Segmentation for better performance
In sales as in marketing, it is absolutely inadvisable to target your target with a single message, thinking that because it is voluminous, potential customers will fall for it. This was the case during the 30 Glorias, but it is no longer the case today.

On the contrary, we are now in a phase of hyper-personalization: we want to consider each lead as a unique individual, with their own specificities and sensitivities to the sales message .

And to achieve this, we need to segment!