SME segmentation model for the telecommunications industry
Case Studies
The Brief
To develop a deep understanding of the needs, behaviours and attitudes of IT & Telecommunications decision makers in small and medium sized businesses and to build and operationalise a segmentation model to inform the client’s marketing strategy.
To develop a deep understanding of the needs, behaviours and attitudes of IT & Telecommunications decision makers in small and medium sized businesses and to build and operationalise a segmentation model to inform the client’s marketing strategy.
The approach
A two-stage approach was deployed. The first stage one was an online quantitative methodology obtaining more than 1,000 responses from IT and Telecommunications decision makers within small and medium sized businesses throughout Australia. The data was analysed to segment the market.
Stage two involved 45 in-depth face to face interviews with decision makers across each of the segments identified in phase one.
A two-stage approach was deployed. The first stage one was an online quantitative methodology obtaining more than 1,000 responses from IT and Telecommunications decision makers within small and medium sized businesses throughout Australia. The data was analysed to segment the market.
Stage two involved 45 in-depth face to face interviews with decision makers across each of the segments identified in phase one.
The challenge
The main challenge faced in developing the segmentation model was ensuring that it could be easily aligned with the clients marketing database. We initially developed a needs-based segmentation, but this didn’t map effectively so we reversed our approach, using latent class modelling to build a model based on the variables contained within the database.
The main challenge faced in developing the segmentation model was ensuring that it could be easily aligned with the clients marketing database. We initially developed a needs-based segmentation, but this didn’t map effectively so we reversed our approach, using latent class modelling to build a model based on the variables contained within the database.
The insight
The insights provided a deep understanding of each segment’s business growth strategy, future needs, their expectations and experience of a sell-through journey, and the effectiveness of messaging to drive take-up of business grade telecommunications products.
The insights provided a deep understanding of each segment’s business growth strategy, future needs, their expectations and experience of a sell-through journey, and the effectiveness of messaging to drive take-up of business grade telecommunications products.
The outcome
The outputs included a 9 segment model profiling small and medium sized businesses with 5-199 employees. Personas and playbooks were provided to clearly articulate the marketing opportunity and messaging requirements for each of the individual segments. We also developed an algorithm which was used to tag each company within the addressable market to their appropriate segment (approx. 50,000 opportunities).
The outputs included a 9 segment model profiling small and medium sized businesses with 5-199 employees. Personas and playbooks were provided to clearly articulate the marketing opportunity and messaging requirements for each of the individual segments. We also developed an algorithm which was used to tag each company within the addressable market to their appropriate segment (approx. 50,000 opportunities).
