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BUSINESS INTELLIGENCE / CASE STUDY
 

B2B Tech Company Improves Lead Generation Practices Through Data Analysis and Segmentation

SUMMARY

This case study demonstrates the value of data analysis and segmentation in improving lead generation practices. By identifying key customer segments and developing customer personas, the B2B tech company was able to improve their targeting and increase the relevance of their value proposition and messages. This led to a more effective lead generation process and a better customer experience.

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Challenge

A B2B tech company wanted to improve their lead generation practices to reach their business development objectives by improving targeting and increasing the relevance of their value proposition and messages. However, there were no prior segments or customer personas identified, so it was necessary to start by understanding their existing customer base.

Solution

The consultant used Microsoft Excel and Dynamics CRM to extract and examine existing customer data. They then extended the data model with additional firmographic data researched from third-party online tools. Next, an initial set of criteria for segmentation was defined and data analysis was performed as a team exercise focusing on data grouping and clustering.

Results and outcome

As a result of data aggregation, the team led by the consultant was able to define three main B2B customer segments. Key segmentation characteristics for data grouping were identified, such as industry, geolocation, size, and maturity level of the client's organization. This discovery helped to identify insights about customer-specific needs, define customer personas, and develop a unique selling proposition for each key segment. Additionally, this information was used for deeper analysis of the segment-specific customer journey, resulting in specific suggestions for improvement to ease the process of product evaluation and purchase.