Wie können Sie Ihre B2B-Kampagne nach Unternehmensgröße segmentieren?

Never doing it only by size, meaning # of employees, but your product/service potential users. Hence you need to add vertical industry on top (at least) and based on that a user ratio that 'translates' employees into potential users (addressable market within the account). e.g. PC and Printing industries. Call centers might be great for PC vendors -each sales rep has a PC/Thin Client-, but they print barely nothing. Hence, same company has a huge potential for Computing, but not for printing.

Segmenting by company size is like tailoring your marketing strategy to fit different-sized shoes. It's all about delivering the right message to the right audience. By recognizing the unique requirements and priorities of small, medium, and large businesses, you can create marketing campaigns that resonate on a deeper level. Whether offering flexibility to small companies or emphasizing scalability for larger ones, segmentation allows you to speak their language. Plus, it's a smart move for budget allocation, ensuring you invest where it counts the most.

> divide into logical tiers such as enterprise, corporate, mid-market, small business based on employee count, revenue > in-depth needs analysis for each segment - how do their priorities, challenges, & decision-making differ > identify the key buyer personas within each segment & profile their content preferences, pain points, & influencers > tailor content format, topics, calls to action for each segment > media channel mix - large corporates may be influenced by premium print & conferences, small business by local events & email IMO, understanding the uniqueness of each segment & aligning campaign elements accordingly drives better ROI than a one-size-fits-all approach.

Segmentation by headcount is one of the most robust and straightforward methods. The number of employees is easy to determine (e.g. with inexpensive online tools such as Datagma) and can be used well for segmentation. For example: 0-50 employees are quite small, from 50-100 employees it becomes more interesting to sell more complex solutions. Enterprise business usually starts at 3000 employees.

Segmenting by company size is crucial in effectively targeting the right audience. The method you choose largely depends on the data you have and your specific goals. Using revenue ranges is a common and objective approach, providing a clear financial perspective. Employee count is another valid option, as it can reflect the workforce and operational scale. For a more industry-focused process, considering market share and growth rate can help categorize businesses regarding their relative influence within their sector.

Segmenting by company size requires a thoughtful approach. It's not just about the numbers; it's about alignment and feasibility. Matching your segments with your value proposition and goals ensures your message resonates with each group. Resource assessment is equally critical – you want to target segments you can effectively reach and cater to. It's like picking the right puzzle piece that fits your marketing strategy perfectly. Your budget, team size, and product/service capabilities are pivotal in this decision-making process.

Tailoring your B2B campaign by company size is like custom-fitting a suit – it works better. Crafting the right message that resonates with each segment is critical. You want to address their specific pain points and aspirations. Equally important is the offer – it has to align with their perceived value and financial capacity. It's about making them feel like you're speaking directly to them. And then there's the channel choice – it's like selecting the right tool for the job. Small businesses may respond better to the convenience of email and social media, while larger ones might appreciate the personal touch of phone calls or high-impact events.

I think it's important to highlight that flexibility and adaptability are key in the ever-evolving marketing world. Sometimes, the most valuable lessons come from those unexpected moments or unique experiences that don't fit neatly into predefined categories.

B2B customers don’t buy because brands tell them to. They buy once a business need has been identified and potential solutions explored. They’re driven by their own internal agenda and not a brand’s prerogative to sell. As, author, Peter Drucker once pointed out, the aim of marketing is to know and understand the customer so well that the product or service sells itself. To begin understanding the market to this extent, you need to conduct robust qual. and quant. research and then segment the market utilising an actionable 'web of understanding' which spans differing needs, decision making behaviours as well as firmographics.

Always cross-reference company size with other data points and factors, for example, age of company, geographical coverage, etc. The goal of segmentation is to hone in on specific pain points or themes within each segment, and those need to be correlated with other data points in order to provide an accurate and 'personalized' picture. Once you have that, then you can start to create campaigns, content and messaging that will resonate more closely with what the customer is experiencing and what solutions they may be in the market to consider.