Market segmentation, especially in the areas of vertical or industry specific segmentation, is now considered a necessary and strategic way to differentiate a company’s products, services, and/or solutions. It is not sufficient in B2B markets to simply target the entire business market and maintain a competitive advantage, especially if the vendor is not a Tier 1 vendor.
This year seems to be the year for Healthcare, and in fact I have been contacted in the last week about Healthcare by more than 5 Fortune 500 companies. Healthcare is HOT HOT HOT! Traditional market research is no longer enough, and in fact vendors are looking for more in-depth qualitative and quanitative analysis, to support their internal segment strategy growth.
Segmenting involves a number of areas including sales, marketing, product development, solution portfolio, and please do not forget about your website. The one major area that many vendors fail to really remain relevant to their segments is online and on their web portals/websites. Static content is not enough, you must be able to provide ongoing dynamic content that is updated frequently, and that includes things like whitepapers, case studies, client showcases, videos, resources, and tools.
Compass Intelligence covers the following segments in our syndicated research, and many more in our custom/consulting services (20+ vertical markets or industries covered across our services).
Compass Intelligence has extensive experience in B2B segmentation research, including extensive depth in research/consulting by size of business and by industry/vertical. Custom engagements with our clients range from marketing strategy, ideation consultancy, online experience research, and market segmentation analysis to massive market sizing and trending analysis within specialized markets. Our extensive experience, in providing both qualitative and quantitative analysis across multiple sectors and markets, is what sets our firm apart from other analyst/consulting firms.
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Stephanie Atkinson - Managing Partner at Compass Intelligence, High-Tech Consultant/Analyst, Mother, TX Aggie, Dallas native, TX hillcountry resident, Interests: Tech, Telecom, Mobility, M2M,and the use of Tech in business. You can reach her at satkinson@compassintelligence.com or follow her on twitter (@stephatkins).