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"Event services" B2B Market Segmentation of LifestyleDMC -…
"Event services" B2B Market Segmentation of LifestyleDMC
Demographics
Age range
30-40? more younger or older purchaser?
Job position
Manager, Coordinator, Directors?
Gender
Male and Female (or is there a tendency to one or the other?)
Income
(can give insights into their purchasing power, information to avoid wasting time/resources in low-income prospects that are unlikely to become buyers)
Around 60.000€?
Examples of companies and contacts that would want our event serivce: - ....
Firmographics
Industry
Their
primary activities
? (can indicate which companies are appropriate for specific products/campaigns, for more effective content marketing based on their industry-specific needs, allows to create content for each industry))
Could be any industry?
Company size
Annual revenue
(do they have the capability to afford our services?
https://companiesmarketcap.com/largest-companies-by-revenue/
)
Number of employees
(can indicate the company's status whether they are a local business or multinational)
from 50 to 2.500
Sales cycle stage
Determine client's sales cycle position to ensure relevant content based on their needs (Sales funnel:
Top
- brand new leads,
Middle
-consider our services,
Bottom
-know us but need more motivation to make a deal)
Most of them in middle or bottom?
Locations
Understanding their business, needs, and problems they may be facing;
international-based vs local businesses
search for different solutions
A mix of International based and local businesses
Status
Classify the organization to indicate which organization stands to benefit the most from specific services. Which presents the greatest opportunities and are worth pursuing? Such as an
individual firm, a partnership, a privately held company, subsidairy, public owned
etc.
Individual firms benefit the most from our serivces?
Performance over time
E.g. organizations with difficultuies need different solutions.
Employee gowth, length of existance, profit and losses
?
make good profit so they can afford corporate events?
Job & Executive titles
Guide personalization strategies to appeal to specific departments.
Job function and levels
such as chief of marketing, HR manager etc.
Do purchaser tend to be from a specific department or always from different ones?
Geographis
(chaning seasons, geo-politcal landscape, location-based restrictions and cultuarl identity can inlfuence or limit human behavior and inform campaigns)
Countries
Cities
Regions
Continents
Europe, Asia, Middle East, Australia & Oceania, Africa, North America, Central America, South America (or from where do buyers come from?)
Behavioral
(clients behavior during extented purchase periods)
Purchasing behavior
Complex
(highly involved in purchasing decision, significant differences between the brands);
Variety
(not very involved with final buying decision, only searching for variety, significant differences between the brands)
Dissonance-reducing
(compares two similar brands and bases their decision on differences in price, few differences between brands)
Habitual
(decides between similar products based on personal preferences and past experiences, few diffeerences between brands)
Buyer journey stage
Non-users
(no knowledge of the company/products)
Prospects
(have limited knowledge & undecided about making a purchase)
This?
First-time buyers
(recently made a purchase)
Repeat buyers
(regular clients)
And this?
Former clients
(past clients that switched to competitors)
Usage rate/user status
(Indicate who is worth for an investment)
Light users
(use services less or are likely to not repeat purchase)
Medium users
(purchase serivces on average basis, buy due to specific timing or based on events and discounts)
This?
Heavy users
(Loyal and engaged with our services, regularly purchase and contribute large portion of compan's revenue)
Product behavior (help to optimize product/services for the segments)
Most used features
Incentive events?, Conferences?, Team building?
Least popular features
Virtual events?, exhibitions?
Challanges during the use of the product
online and not face to face? not getting noticed in exhibitions and budget?
Engagement rate
(to see which content is most successful in capturing the attention of the target audience)
Interaction with client service?
high
Use of chatbots
not sure if someone uses it?
Interactions on social media
medium to high
Engagement on website
high
Any other metrics??
Channel-based engagement
(determine the preferred channels of communication)
Sodial media (FB, Instagram, Twitter, LinkedIn, TikTok, YouTube, Whatsapp, Telegram, Snapchat, Pinterest, Reddit
Mostly Instagram, YouTube, LinkedIn?
Face-to-face
medium to high? and for what?
Phone calls
High preferrence to arrange meetings, discuss plans and follow up?
Text messages
rather low I guess?
Emails
High preferrence? and for what exactly?
Live chat
high? to dicuss program?
Psychographics
(IAO variables; data can be collected from existing clients; help to identify channels and increase the success of marketing campaigns)
Interests
A manager is interested in the companys success, improving the teams performance (building a strong team, to motivate teams, have effective meetings), and to upgrade leadership skills.
Activities and hobbies
Spends time on social media in leisure time?
Opinions
Events to validate employees, bring a more informal atmosphere among employees, celebrate the company's success, build a team, endorse creativity, recharge employees, boost the companys moral
Pain points
They don't have the knowledge about planning an event; don't have enough time to organize it; keep in the budget? (why do they decide for another company? price, offers etc)
Ethics
Good standard ethics because they make use of corporate events to improve the work culture and are openminded?
Social conversations
about events, work? what else do they talk with you about?