Segment to get a better picture

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By segmenting, you'll be pretty sure that you're targeting the right leads with the right messages. And if the segmentation and copywriting have been done right, even if that prospect doesn't buy from you, you've at least introduced an approach that raises awareness and makes sense.

I'll leave it to you to imagine how much lead is solicited on a daily basis. And often in a completely wrong way: with the wrong message, the wrong wording, etc.

If you target your potential customer in the right way, thanks to segmentation, the brand image is preserved. Better yet, the approach can become a marketing channel , as is the case with our LinkedIn network expansion campaigns.

Segment to improve your costs
Segmenting means stopping wasting time on the wrong targets.

And in my experience, that time can actually be a considerable metric!

By spending a few extra hours on clean segmentation, you will save a huge amount of payroll directors email list time in the rest of the acquisition process .

As you can see, segmentation is no longer an option, it is an obligation. But segmentation in B2B is far from simple, and you still need to know how to do it!

That's what we'll see in the next section.

How to get started with segmentation?
Segmenting your entire target market is difficult. But trust me, it's worth it!

That being said, it doesn't have to be a daunting task if you follow these steps:

Step 1 – Create your PCI and characters.
Step 2 – Define your segmentation criteria
Step 3 – Create your prospect lists
Step 4 – Build your segmentation strategy
Let's dive into each step to truly understand what segmentation is all about.

Step 1 – Create your ICP and your Personae:
First things first: to start segmenting correctly, you need to have an idea of ​​who you are targeting and how to price your product. This gives us two notions to define:

ICP: aka the Ideal Customer Profile , is a semi-fictional representation of your perfect customer . Think of it as a synthesis of the characteristics, needs, preferences and behaviors of your most valuable market segment.
Persona: Personas are people—although still fictional—that represent your ideal customers, based on demographic and behavioral data.
What is the difference?

Simply put, when it comes to B2B, the ICP identifies the companies best suited for your product or service based on firmographic and technographic criteria, while a Persona describes the individual decision-makers or influencers within these companies, focusing on their roles, goals and challenges.