Market segmentation is the result of dividing a market into groups according to similar characteristics. This process is derived from the recognition that the total market represents the set of groups with distinct characteristics, which are called segments [ 2 ] .
It is worth remembering Pareto's logic for this case: 20% of customers are responsible for 80% of the return. Therefore, efforts should be focused on the most profitable customers.
Another important point that can be applied to the Pareto taiwan email list rule is that 20% of the investment yields 80% of the return. The smallest possible amount should be invested to bring the greatest return. This article will focus on one of the points that yields the greatest return in outbound sales , that is, active prospecting .
Choosing the right prospects
The first step in B2B prospecting is identifying the target customer, that is, the ideal type of company to build a relationship with. When looking at the existing customer base, you can check some variables that help map the ideal customer:
– Sector of activity
Knowing the sectors that are most suitable for selling your solution is key. Some businesses operate in several sectors, while others only operate in specific sectors. One way to segment companies by sector is to use the CNAE – National Classification of Economic Activities .
- Location
Many B2B businesses are not region-dependent, usually depending only on the country. However, other businesses are local and proximity can be a relevant factor. However, in addition to adherence to location, another factor must be taken into account: which regions are most profitable. Metropolitan regions and large capitals usually have the greatest business potential for B2B companies.
– Size
Larger companies have larger budgets and serve as a more attractive reference, but they also have a longer sales cycle and greater restrictions on suppliers. To express the size of the company, some variables can be used as a proxy, such as revenue , number of employees and share capital .
– Time in the market
Using, for example, the year the company was founded as a filter can help select more stable companies with a lower chance of breaking the contract.
Identifying these variables for your most profitable existing customers, identifying what they have in common, can result in a much higher return on active sales. Today, there are more than 20 million companies with potential for B2B business in Brazil . Knowing how to segment them and go directly to the right target can save you a lot of time and money.
One way to build a list using these powerful segmentation criteria is through Econodata's lead generation , where you can consult millions of CNPJs in Brazil and segment them by sector, state, size and legal nature.