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Market Segmentation Improves Sales Targeting
Case Study 2: When a server storage solution provider was able to identify actionable customer groupings, it could develop both customized marketing efforts and next-generation products and services.
SITUATION
A top-tier server backup provider found itself with:
- A market segmentation that omitted some customers
- No clear means to identify, target and understand either key customer needs or the most high-value and low-opportunity customers
- Poorly targeted marketing and advertising materials
- Miscommunication among teams resulting in differing strategies aimed at the same customers
SOLUTION
Gartner Custom Research helped by developing a new market segmentation. The clients' research objectives were to:
- Develop a needs-based segmentation model for the server backup market in North America and Europe
- Develop a clear, meaningful way to identify and understand key customer groups
- Increase the effectiveness of sales and marketing efforts
- Direct next-generation product and service offerings
To obtain the necessary information, telephone surveys were conducted in the U.S., U.K., France and Germany, followed by an extensive analysis of the data to develop the optimal segmentation solution.
A "segmentation calculator" was developed to quickly assess membership in different customer segments, and a day-long working session helped the client team understand and internalize the new customer segments.
On-site visits by the client team with customers from each segment further increased their understanding of different segments and helped the organization internalize the segmentation.
RESULTS
By identifying actionable customer groupings, the client was better able to target marketing and advertising efforts which could not have be done without the knowledge and understanding of:
- The server backup market
- High-value and low-opportunity segments and their related sizes
- The issues challenging each customer segment
- Common customer issues along with critical regional nuances
This understanding of each segment's needs supports next-generation product and service planning. And with the efficient segmentation calculator, the client continues to quickly and easily target sales and marketing efforts, while tracking all customers registering new products.
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