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Segmentation, Targeting and Positioning in B2B Marketing


The trident of B2B marketing that keeps businesses ahead of competitors in the long run. Learn more about STP  

Segmentation, targeting, and positioning (STP) is still crucial in the dynamic field of business-to-business (B2B) marketing. Strategic customer segmentation (STP) is a marketing strategy that helps companies identify and meet the specific demands of their target demographics. This blog post will go into the significance of STP in B2B marketing, cover the different types of segmentation, and offer advice on how to achieve effective positioning.    

The Significance of STP in B2B Marketing 

In the B2B landscape, where transactions are often complex and involve multiple stakeholders, STP plays a pivotal role in identifying and engaging with the right customers. By segmenting the market and tailoring marketing efforts to specific target groups, businesses can maximize their return on investment and improve customer satisfaction. 

Moreover, effective STP strategies not only contribute to higher customer satisfaction but also result in enhanced brand loyalty and advocacy. When businesses successfully cater to the unique needs of their target segments, they create a positive customer experience that fosters trust and loyalty. Satisfied customers are more likely to become brand advocates, sharing their positive experiences with peers and driving word-of-mouth referrals.  

(Following image Simplifies STP)  

Segmentation Targeting and Positioning in B2B Marketing

Types of Segmentation 

To effectively implement STP, businesses need to break down the market into distinct segments based on certain shared characteristics. Here are some common types of segmentation used in B2B marketing: 

1. Demographic Segmentation:

This involves dividing the market based on measurable characteristics such as company size, industry, location, and revenue. Demographic segmentation is particularly useful in B2B marketing, as it helps businesses understand the unique needs of different industries and tailor their offerings accordingly. 

2. Firmographic Segmentation:

This type of segmentation focuses on the specific attributes of a company, including the number of employees, organizational structure, purchasing power, and budgetary constraints. Firmographic data is crucial for understanding the decision-making process within an organization and crafting targeted messages for key stakeholders. 

3. Behavioral Segmentation:

Behavioral segmentation categorizes customers based on their actions, preferences, and interactions with the business. This data can be gathered through website interactions, email engagement, previous purchases, and content consumption. By understanding customer behavior, businesses can design personalized marketing strategies and foster long-term relationships. 

4. Needs-Based Segmentation:

Needs-based segmentation involves identifying the specific needs and pain points of different customer groups. These unique requirements need to be addressed so that businesses can position themselves as solution providers and gain a competitive edge. 

5. Geographic Segmentation:

Divides the market based on their geographic boundaries such as country, region, or city. Geographic data helps businesses understand cultural nuances, regulatory variations, and localized demands, enabling them to tailor their marketing efforts accordingly. 

All the above segmentation results in proper aligned personalized exposure to the marketing which according to McKinsey results in 40% growth in revenue.

Building an Effective Positioning 

Once the market is segmented and the target audience is identified, the next crucial step is positioning. Positioning refers to the process of establishing a distinct and favorable place in the minds of customers compared to competitors. Here are some strategies for building an effective positioning: 

1. Identify Unique Selling Proposition (USP):

Understanding what sets your product or service apart from the competition is essential for effective positioning. Your USP should address the specific needs of your target audience and highlight the value you bring to the table. 

2. Communicate Benefits Clearly:

Clearly communicate the benefits of your offerings to your target audience. Focus on how your product or service solves their challenges and improves their business operations. 

3. Customized Messaging to the Target Segment:

Different customer segments have different pain points and priorities. Out filter your messaging to resonate with each segment and address their specific concerns. 

4. Emphasize Trust and Credibility:

B2B buyers are often risk-averse and prefer to work with reputable and trustworthy partners. Highlight your company’s track record, client testimonials, and industry awards to build credibility. 

5. Deliver Consistent Customer Experience:

Consistency is crucial in positioning. Ensure that your messaging, branding, and customer experience align with your intended position in the market. 

Some of the STP Case studies  

(By Salesforce 

1. Apple

Apple’s STP design is flawless. It presents itself as a way of life, aimed at affluent people who have an appreciation for fine design and appreciate standing out from the crowd. When it comes to its software, Apple maintains a “closed” ecosystem for reasons of safety. As a result, those who purchase Apple items are more likely to consider themselves fortunate to do so. Due to the success of Apple’s STP strategy, the company’s name is now commonly associated with high-priced, high-performance luxury electronics.  

2. McDonald

The very mention of McDonald’s conjures up mental snapshots of families sharing a “happy meal” of burgers, fries, and soda. McDonald’s avoids the high-end restaurant industry on purpose in order to appeal to its core demographic of low- and middle-income consumers. The fact that there seems to be a McDonald’s on every block attest to its convenience. 

McDonald’s performs a good job at geographically segmenting its customers, in addition to income segmentation. To better appeal to specific demographic groups in each country, the menu is adapted to local tastes.

3. Coca-Cola 

Coca-Cola is a company that can literally sell to everybody, everywhere on the globe. However, it faces fierce rivalry from a rival brand, Pepsi. It launched new versions like Diet Coke and Coke Zero to target niche, health-conscious audience segments, giving it an edge over Pepsi. To appeal to the more adventurous tastes of today’s youth, it also introduced new flavor varieties. 

Coca-Cola’s marketing strategy goes beyond simple targeting and segmentation by emphasizing the beverage’s ability to bring people together. Coke is a staple at parties, festivals, and other types of celebrations, as evidenced by the brand’s marketing. 

Final Thoughts  

Segmentation, targeting, and positioning are concretes of B2B marketing. Breaking down the market into distinct segments and categorizing marketing efforts accordingly, businesses can engage with the right customers and create lasting relationships.  

The use of demographic, firmographic, behavioral, needs-based, and geographic segmentation enables businesses to gain a deeper understanding of their customers, which, in turn, informs effective positioning strategies. When executed well, STP not only drives revenue growth but also enhances the overall customer experience, establishing a strong competitive advantage in the B2B landscape.  

Implementing STP is not a one-time effort but an ongoing process of refining and adapting strategies to stay ahead in the world of B2B business, and we at Vereigen Media are here to provide all the necessary marketing strategies for that, Connect with us now! 


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