How target group analysis works in B2B companies

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While the focus in the B2C segment is on high-volume, consistent sales, the marketing of a B2B company is more geared towards maintaining long-term relationships with a smaller customer base. Purchase decisions in the B2C sector are often made quickly, while decision-making processes in B2B contacts take much longer. There are usually several decision-makers involved, which lengthens the decision-making process as different interests and preferences clash. This makes it all the more difficult to respond to the different wishes of each individual person.

One advantage of B2B marketing is that customers and competitors are usually not anonymous and can therefore be identified without much effort. The number of clients is therefore limited and often even geographically concentrated.

In B2B companies, target group analysis can be philippines whatsapp data complex. In addition to the long and complex decision-making phase, the products and services offered are also generally more complex than in the B2C segment. In the long term, it is still extremely worthwhile to invest resources in a comprehensive target group analysis.

To develop a basis for target group analysis, you can first get a rough overview by noting certain characteristics that your existing contacts have in common. You can use the following criteria:


type of industry

location of the company headquarters

Company phase (for example, is a company just starting out or does it have a long history?)

number of employees

company's market share


Economic Characteristics in Target Group Analysis
The characteristics listed above give you a rough overview of your customers. To further narrow down your target group, you can now examine economic characteristics. This means characteristics such as sales, profits, growth and purchasing power of the desired customers. Investigate the financial framework within which your target group works by defining a rough economic range. This could be, for example, sales between 100,000 and 200,000 euros per year or something similar. Once you have defined the financial framework of your target group, you can better assess which offers are suitable for your customers.