Many business-to-business organizations segment their marketplace based on easily discernable attributes—such as industry, size, and/or location—and use these segments to design their marketing and sales strategies. Yet, what’s often missing is a segmentation approach to accommodate for the different variations on how the customer applies a solution to meet their needs. Rudimentary segmentation that fails to address these variations results in suboptimal sales performance and poor customer experiences.

In this white paper, we will provide you with our insights and best practices on how to account for the specific, perhaps changing, needs of all players in your customer chain given the varying applications of your offering. In addition, we will outline industry examples of how application-based segmentation is devised and implemented.