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Effective Market Segmentation
by Donald A. DePalma, Hélène Pielmeier
November 07, 2016
November 07, 2016

 
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Summary
Unfocused lead pipelines cause many language service providers to waste precious sales and marketing resources. They aren’t sure which prospects to pursue, so they market to a broad spectrum of buyers that cross company sizes, industries, geographies, and countless other attributes. The targeted firms have little in common with each other and may not be in line with the provider’s differentiation and strategic plan. As a result, sales are unpredictable.

CSA Research identified in advisory sessions that even the largest suppliers need guidance to develop a more strategic approach to targeting buyers. To equip LSPs with the tools to succeed, we analyzed the methods used by sales and marketing executives at successful language industry providers. We also drew on best practices from other fields to provide a step-by-step segmentation approach to guide anyone responsible for branding, marketing, sales, or account management. This report covers:

  • Segmentation Defined. We explain market segmentation, describe why it’s important, and outline the general process. The next three chapters provide how-to descriptions of the segmentation stages, illustrated with examples. Each stage helps you qualify prospects in the segments you develop.
  • Baseline Segmentation. We detail how to get started with a seven-step process that relies on readily available data from free and paid lists.
  • Informed Segmentation. We provide guidance to refine the results and identify the best targets by adding internal insights as well as data from secondary public and private sources.
  • Engaged Segmentation. We further expand the model to incorporate information and datapoints that will be available only as you become more involved with prospects and clients.
  • Recommendations. We address four common concerns with segmentation.
  • Related Research. We identify other CSA Research reports and briefs that provide additional data and analysis on marketing and sales.

Availability
  • Industry Providers
  • Technology Vendors
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Pages: 47
 

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