Positioning defines the perception we want our customers to have of our business and is closely linked to the design and documentation of a clear strategy shared by everyone within a company.
B2B Go to market
Definition of market segments
The first step is to define which market segments we want to serve and what common characteristics define our Ideal Customer Profile , or in united states of america phone number library other words, what those companies to which we are going to direct all our commercial and marketing efforts should meet:
What size are they?
Where are they located?
Do you offer recurring purchases?
How complex is the sale?
What needs do you want to cover?
In which sector do they move?
What degree of technical specialization do they have?
Identifying decision makers in the purchasing process
The second step is to identify which people within an organization have influence in decision-making within a purchasing process , whether they lead it, influence it or can block it (financial directors are a fairly common case to which we do not usually pay much attention...).
Once we have identified the people, it is important to characterize them:
What are your responsibilities?
What capacity for influence they have.
At what stage of the purchasing process do they intervene?
What are your “pains”.
What is your training and your knowledge of the solutions we can provide…