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Popular Segmentation Method for B2B Market


21 October 2022
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Segmentasi pelanggan berpengaruh pada kesuksesan bisnis. Dengan segmentasi, marketers dapat membuat gambaran yang akurat tentang pelanggan, mengelompokan pelanggan berdasarkan kesamaan, dan merancang message yang tepat untuk segmen pasar tertentu.

Untuk menghasilkan jumlah konversi yang lebih tinggi, pesan tersebut akan dipersonalisasi dan disesuaikan dengan masing-masing segmen. Namun, perlu diingat bahwa dari banyak metode, tidak ada satu segmentasi yang sempurna. 

Metode Segmentasi yang Dapat Diterapkan B2B

Tergantung pada brand dan produk yang Anda pasarkan, satu metode segmentasi mungkin akan lebih efektif daripada yang lain. Oleh karena itu, sebelum melakukan segmentasi, Anda harus mengenal pelanggan sebaik mungkin. Dengan kelebihan dan kekurangan masing-masing metode berikut adalah beberapa metode segmentasi yang bisa membantu Anda membuat keputusan yang tepat:

1. Segmentasi berdasarkan firmographic

Sama seperti marketers B2C yang menggunakan data demografis, marketers B2B memanfaatkan firmographic untuk mengelompokan pelanggan. Metode ini dilakukan dengan cara mengelompokan pelanggan berdasarkan faktor-faktor. Di antaranya, ukuran bisnis (baik dengan jumlah karyawan atau pendapatan per tahun), lokasi perusahaan (baik di kota atau kabupaten), industri, dan bahkan teknologi yang digunakan oleh perusahaan.

Marketers menyukai firmographic karena biaya untuk mengumpulkan data dan menggunakannya cukup murah. Selain itu, firmographic juga mudah disampaikan, dan dimengerti. Marketers dapat menyampaikan deskripsi firmographic dari setiap segmentasi pelanggan tertentu ke setiap departemen penjualan.

Namun, selain persamaan, firmographic juga memiliki kelemahan yang sama dengan demografis B2C. Anda tidak dapat berasumsi. Hanya karena sebuah perusahaan sudah berumur lima tahun belum tentu membutuhkan software tertentu atau bahkan startup yang baru berdiri mungkin saja sudah siap menggunakan peralatan yang canggih. Oleh karena itu, firmographic mungkin saja merujuk pada asumsi yang keliru.

2. Segmentasi berdasarkan tiering

Berbeda dengan metode yang lain, segmentasi berdasarkan tiering mengajarkan Anda untuk berpikir ke depan. Segmentasi ini akan memberikan Anda peringkat berdasarkan kepentingan pelanggan atau prospek yang dapat diberikan pelanggan dalam hal nilai.

Segmentasi berdasarkan tiering dilihat dari seberapa cocok pelanggan dengan tujuan bisnis. Anda dapat menggunakan metode ini untuk mengelompokan pelanggan berdasarkan seberapa banyak pemasukan yang Anda harapkan dari hubungan bisnis dengan pelanggan. Selain itu, Anda juga dapat melihat seberapa cocok pelanggan dengan startegi penjualan dan marketing saat ini.

Kelemahan dari segmentasi berdasarkan tiering adalah Anda tidak dapat menganggap semua kebutuhan pelanggan di tingkat tertentu, sama. Ini mengakibatkan pengembangan pesan marketing untuk tingkat tertentu menjadi sulit.

3. Segmentasi berdasarkan kebutuhan

Dalam metode ini pelanggan dikelompokan berdasarkan kebutuhan mereka, sehingga Anda harus mengetahui alasan pelanggan menggunakan produk. Dari semua metode segmentasi, mengelompokan berdasarkan kebutuhan adalah cara marketing yang paling akurat, dan terukur. 

Misalnya, jika Anda adalah penyedia cloud service dan pengunjung situs mengakses brand Anda lewat posting blog sharing file, Anda dapat menyimpulkan bahwa pelanggan memerlukan produk yang memudahkan mereka untuk berbagi file. Dengan melihat ini, Anda dapat menargetkan pelanggan dengan konten yang serupa, sehingga mereka akan tertarik membeli produk Anda kembali.

Namun, segmentasi berdasarkan kebutuhan bukan berarti tidak memiliki tantangan. Kesulitan dari segmentasi ini adalah kebutuhan pelanggan bisa sangat sulit didefinisikan. Ini membuat marketing menjadi sulit. Marketers tidak tahu siapa yang harus bertanggung jawab ke segmen pelanggan tertentu.

4. Segmentasi berdasarkan customer sophistication

Seperti namanya, segmentasi customer sophistication berarti Anda harus mengelompokkan target pasar berdasarkan pemahaman mereka akan suatu produk. Segmentasi jenis ini juga dapat digunakan untuk membuat kampanye dan meningkatkan prospek brand. 

Namun, berbeda dengan segmentasi berdasarkan kebutuhan, informasi, firmographic, atau nilai potensial untuk brand Anda, customer sophistication hanya berfokus pada pelanggan yang cocok menggunakan produk Anda.

Jika diberikan contoh, pelanggan sophisticated adalah mereka yang sudah menggunakan produk omnichannel, termasuk brand pesaing Anda sekali pun. Untuk segmentasi ini, Anda tidak perlu lagi menjelaskan alasan pelanggan membutuhkan produk Anda, sebab mereka sudah tahu manfaat produk. Hal yang harus dilakukan adalah menjelaskan bahwa produk yang Anda tawarkan lebih baik dari pesaing.

Sedangkan pelanggan unsophisticated adalah mereka yang belum menggunakan produk terkait. Ini kemungkinan besar dialami oleh perusahaan baru atau perusahaan yang belum memiliki teknologi canggih. Namun, bukan berarti metode ini tidak memiliki risiko. Segmentasi berdasarkan customer sophistication juga berisiko membuat asumsi yang salah.

Perusahaan yang baru berdiri mungkin tahu bahwa mereka membutuhkan omnichannel yang dapat mempersingkat waktu kerja mereka. Namun, mereka dapat menganggap pembicaraan Anda membosankan, sehingga tidak tertarik. Sementara itu, pelanggan yang sudah menggunakan produk, mungkin saja tidak tahu apa yang akan terjadi bila produk diberhentikan.

5. Segmentasi berdasarkan perilaku

Segmentasi berdasarkan perilaku dapat digunakan sebagai pelengkap segmentasi tiering. Ini dilakukan untuk meminimalisir kekeliruan, dan memaksimalkan nilai basis pelanggan yang sudah ada. Segmentasi ini dilihat dari cara pelanggan Anda berinteraksi dengan brand atau cara mereka menggunakan produk Anda.

Apakah tindakan mereka memiliki potensi upsell atau apakah brand berisiko ditinggal pelanggan? Seorang marketers yang baik dapat membaca situasi dan memasukan pelanggan ke dalam segmen yang sesuai, sehingga kemudian dapat menarik mereka untuk kembali membeli produk atau kurangi risiko dengan meningkatkan kegunaan produk.

Baik metode segmentasi firmographics, tiering, kebutuhan, customer sophistication, dan perilaku memiliki keunggulan dan kelemahan masing-masing. Namun, mengetahui segmentasi yang tepat untuk mengelompokan pelanggan akan membantu Anda membuat, strategi marketing yang akan efisien dan tepat sasaran.

Oleh karena itu, untuk menjaga keberlangsungan perusahaan, perkembangan perusahaan jangka panjang, dan alokasikan investasi sumber daya dibutuhkan prinsip key account management yang baik. Melalui program Managing Strategic B2B Account, para eksekutif perusahaan dapat lebih memahami proses perencanaan dan mengelola hubungan kerjasama antar organisasi atau perusahaan dengan konsumennya yang terpenting.

RELATED ARTICLE
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Employee Engagement, One of the Effective HR Strategies
19 June 2024

One of the determining factors for company stability and success is employee engagement. Behind the company's reputation and success as seen from the outside, it cannot be denied that the active role of the employees is also involved.

So, what is included in employee engagement as an effective HR strategy to support successful company branding?

This concept, which was first popularized by  Gallup Consultants in 2004, is an attempt to understand the relationship between companies and their employees. This thing can be measured both qualitatively and quantitatively.

So what is its role that is called one of the efforts that HR can make to build the success and stability of the company? Read this article to the end to understand the concept, okay?

The Important Role of Employee Engagement

Even though the aim is to contribute to the success and maintain the stability of the company, employee engagement can be seen from two sides, namely the perspective of the company and the employee.

From a company perspective, employee engagement is an effort to assess how loyal employees are at work. This loyalty is not only assessed based on the work completed, but also includes the duration of the work and its quality.

Apart from that, companies also want to know whether employees feel proud of what they do for the company.

Meanwhile, from an employee's perspective, employee engagement is an effort to realize their role in the company. This needs to be known so that the company can continue to support employees so that they remain enthusiastic about working.

Apart from that, it can also foster a sense of having contributed to the company while working at the company.

It can be concluded that employee engagement is not only concerned with the company, but also seen from the employee's perspective. However, basically there is only one goal, namely to help maintain the stability and success of the organization within the company.

Strategy to Increase Employee Engagement

There are several strategies for increasing employee engagement within the company. This strategy certainly needs to be tried for those of you who want to measure how successful this concept is in the company.

The following is the strategy:

Intense Communication

Establishing intense communication can foster a sense of trust between the company and employees, as well as team members and managers. In employee engagement, communication needs to be two-way and intense to understand the company's position and employee opinions.

Some examples of building intense communication are as follows:

  • Hold regular meetings to share important matters within the company and let employees understand the state of the company.
  • Create communication channels that are easily accessible, for example mailing lists, communication groups for short messages or groups on the office communication channels used.
  • Create a digital form for suggestions and criticism when the company holds activities for employees. This is useful for understanding whether employees enjoy or have other input for the program provided.

Rewarding Positive Contributions

Getting to know employees well, appreciating achievements and providing opportunities for self-development is one of the employee engagement efforts. With this, employees feel more positively appreciated and motivated to work harder or be more comfortable in the company.

Opportunities for Self-Transformation

In an era of intense business competition, giving employees the opportunity to transform themselves can be an employee engagement effort provided by the company. By providing opportunities for self-transformation for employees, it can make employees more persistent and improve their skills.

This can certainly help the company in the end. Some examples of self-transformation opportunities for employees are as follows:

  • Providing challenging projects for employees who like challenges at work.
  • Organize training both according to duties and to develop other skills.
  • Make a clear career plan for each employee so that they have a clear picture and make their performance better and more enthusiastic.

Benefits of Employee Engagement

In general, the benefits of employee engagement are improving work results in the company. However, there are several quite significant benefits that can be generated by people engagement as an HR strategy, namely;

Absenteeism Rates Decreased

Employees who feel engaged or feel connected tend to be loyal to their jobs and the company where they work. This is because he may be more motivated and also find the work environment pleasant.

Positive engagement between employees and the company will help improve the percentage of employee attendance.

Increasing Employee Production

What makes a significant difference with employee engagement? Another thing that is quite profitable is increasing the production of employee work.

If this can be applied to the majority of employees, it can certainly speed up the process of realizing the company's vision and mission.

Extending Employee Service Period

Employees will tend to stay in a company if they feel appreciated. This way of appreciating employees is one of the employee engagement efforts.

Employees who feel involved and appreciated will be more enthusiastic about working. As a result, employees will stay in a company for a long time because they believe they can grow together.

Employee engagement is only one of the efforts made by the company through HR. To do this requires skills in leadership and resource management.

These two things are important points and can be learned at prasmul-eli!

Currently, prasmul-eli is opening a short program that will provide material regarding leadership skill development, resource management, innovation strategies and much more. The short program at Prasmul-Eli also presents presenters who are experienced in their fields.
With this, of course you will get a lot of insight. Interested in joining this program? Click this link for further information!

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Change Management: Meaning, Benefits, Framework, and Steps to Do It
18 June 2024

In a company, changes can result in decreased work productivity and even losses. Therefore, proper change management is needed.

There are several types of frameworks that you can use to ensure changes in your business can be implemented and accepted well. In this article we will explain in full about change management.

What is Change Management?

Change management is a systematic step that companies must take in implementing organizational, operational changes, and the technology adaptation process. In other words, companies must ensure change continues while encouraging employees to take part in it.

According to TechTarget, change within a company, on any scale, can cause stress and discomfort. Decreased productivity and job satisfaction are only a small part of the negative impacts of messy change.

Before making changes within your company, you should consider the following:

  • Impact of changes on operations and employee conditions.
  • Prepare clear stages and implementation schedule.
  • Document all stages and change processes so that nothing is missed.

All of the above considerations will form the right change management plan. You can also choose a framework that suits the type of change and all employees.

Benefits of Change Management

If the company has a structured and systematic change management plan, the following are a number of benefits that will be felt:

For companies

  • Complete system and documentation.
  • Ensure the similarity of expected and occurring changes.
  • Automation systems can be adopted precisely and quickly.
  • Can identify what needs to be changed and eliminated.
  • Can determine infrastructure whose function can be changed.

For employees

  • Understand the reasons and solutions carried out by the company in the change process.
  • Understand the role and impact that can be provided during the change process.
  • Equalize the perspective and feelings of each employee towards change.
  • Understanding that his and the company's future is on the same path.
  • Can compare expectations and facts of changes that will occur.

Types of Change Management Frameworks

As mentioned above, there are several types of change management frameworks to ensure a smooth process. Summarizing Apty, here are four frameworks commonly used by companies in carrying out change management.

Kotter change management

This framework was popularized by Harvard professor John Kotter. The process he introduced is popular and has been used by many companies since 1996.

Kotter divides the change management process into eight important steps.

  1. Create urgency for change.
  2. Building collaboration within the organization to support change.
  3. Create a strategic and realistic vision.
  4. Can convey the vision well and clearly.
  5. Encourage various parties to take part in the process.
  6. Celebrate all small and short-term achievements.
  7. Maintain the duration and speed of the change process.
  8. Cultivate and form a corporate culture within the company.

When creating urgency for a change, you must be able to convey the reasons and the problem you are trying to solve. Make sure this information is conveyed transparently to employees.

Lewin's change management model

This change management model is quite simple, Lurt Lewin describes the following three phases.

Unfreeze

This phase is used to map out what needs to be changed and what kind of preparation is needed. In detail, pay attention to the following three things:

  • Decide what to change.
  • Analyze the company's current operations and what changes need to be made.
  • Communicate changes transparently.

Change

This phase is when all changes begin to be implemented. Make sure these two things are done:

  • Ensure all employees understand the positive impact of change.
  • Provide training and time for employees to adapt.

Refreeze

This final phase is to ensure the changes are implemented correctly. Three things to do are:

  • Convey again the goals and impacts that will occur from changes to the company's internal processes.
  • Ensure company stability during and after changes.
  • Celebrate success and success in making changes.

PDSA

This change management is a framework that prioritizes continuity. This means that even though changes have been implemented, the process will continue to be optimized and developed. The PDSA stages are:

  • Plan – Identify changes and develop a plan.
  • Do – Make changes from the smallest scale.
  • Study – Analyze the results of changes and identify successful patterns that need to be corrected.
  • Act – Make decisions and implement changes based on analysis and lessons learned.

This change management helps companies and employees to remain flexible and develop.

ADKAR model from Prosci

This framework prioritizes perceived outcomes in change management. Prosci outlined these five results or achievements:

  • Awareness – Company management explains the changes that will occur and their causes.
  • Desire – Leaders and managers ask for employee support through case studies and facts about company conditions. It is recommended to conduct 1-on-1s to understand employee opinions and concerns.
  • Knowledge – Changes are implemented thoroughly. Companies must hold training to support employees in adapting.
  • Ability – Employees will begin to apply changes in their daily work.
  • Reinforcement – ​​Give appreciation to employees for implementing and making the change a success.

Steps to Perform Change Management

If you look at the various frameworks above, the key steps for effective change management are:

Open-minded leader

Quoting Asis Online, feelings of frustration and uncertainty in change can be overcome by a company that can embrace all parties and be open. Internal stakeholders, clients, employees and consumers must receive a complete explanation and understand the new steps the company will take. The right leader will ensure all of those things happen.

Involvement of all related parties

Still related to the previous point, change requires help from all parties in the company. Every team, stakeholder and employee must work together to carry out and support the change process.

Open and clear communication

It can be concluded from the various frameworks above, transparent, intensive, effective and personal communication can help the change process run smoothly.

Change-related training

Employees must receive training and be given realistic time to adapt to changes. Managers can hold 1-on-1 sessions to check on employee conditions.

Clear success metrics

The final step is to determine realistic and clear targets for success. Frustration and uncertainty can result from metrics that are “too high” or impossible to achieve in a short time frame.

That is a summary of change management so that companies can avoid problems that could have a bad impact.

Through proper change management, the mission and vision of leaders and employees will be united. Therefore, change management is a process that must be prepared carefully.

Before making a decision, you should first study the change process and management.

Join the prasmul-eli short program and learn about various change processes and management!
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Customer Relationship: Meaning, Benefits, Types, How to Build, and the Difference from Customer Service
17 June 2024

The relationship between business and consumers must be a primary concern and continue to be maintained. Building strong customer relationships is one way.

Consumers always expect business commitment to provide the best products and services. Consumer loyalty is a result that will be directly proportional to business profits.

In this article, you will learn in depth about customer relationships, from the meaning, benefits, types, to how to build them.

What is Customer Relationship?

Customer relationship is a method used by companies to ensure customer satisfaction and loyalty. This method, citing HubSpot, requires companies to proactively provide the best service, solutions to consumer problems, and ensure their needs are met.

Companies with the best products or services are not limited to what they sell. Because today's consumers also want to know the image of the product and the level of company awareness after the product or service is purchased.

Therefore, strong customer relationships will ensure business success in the future.

Benefits of Customer Relationships

In addition from bringing business success, also know the benefits of customer relationships in your business in the short and long term.

  • Consumer loyalty to buy any product sold.
  • Know and understand consumer needs.
  • Becomes important capital in making business decisions.
  • Understand what problems they face and how the product can help them.
  • Improve the overall reputation and image of the company.
  • Make your brand or business at the top of consumers' minds.
  • Improve customer experience and satisfaction.
  • Creating opportunities for businesses to have more diverse products.

Types of Customer Relationships

Depending on the business, type of product, and type of consumer, there are three types of customer relationships. Summarizing HiverHQ, here is the complete explanation:

Proactive customer relations

Proactive customer relations is directly building customer relationships proactively. Companies must contact consumers before any complaints or problems occur. From the start, companies must:

  • know who the consumers are
  • what are the needs
  • what is the thought process before buying
  • what kind of product is expected
  • what image is expected
  • understand how to keep them satisfied

You can run this type with a variety of rewarded surveys. Make sure the survey is run consistently, for example every quarter (3 months).

Reactive customer relations

Different from the previous type, reactive customer relations is a way for businesses to respond to, understand and resolve problems experienced by consumers. Therefore, you must know all the problems and complaints that consumers convey in various forms and platforms.

Several strategies that businesses can implement to produce positive reactive customer relations include:

  • Validate consumer complaints and input.
  • Apologize and make sure the business is ready to resolve the complaint.
  • Understand the problem and offer the best solution.
  • Follow up even though the problem has been resolved and show concern.

Strategic customer relations

Strategic customer relations means that the company's culture and references are based on consumer needs and satisfaction. Every product made is always confirmed and tested by loyal consumers. Usually this type is carried out by companies that already have a special image in general.

How to Build Customer Relationships

Follow these steps to build good customer relationships:

Build a strong foundation in communication

Good relationships are based on clear and open communication. Convey all information as it is and use sentences that are easy to understand. Avoid jargon or difficult words.

Be realistic and don't lie

Don't give false and unrealistic hopes. Make sure the solution offered makes sense and can be done easily by consumers.

Receive and collect input from consumers

Always record and pay attention to every input, suggestion, and complaint submitted. Use this as a reference for development and solving various problems.

Track the problem resolution process

As long as the problem is not resolved, consumers should not have to report the same thing again. Also track the problem resolution process with the relevant team. Continue to convey how far your team is working.

Anticipate consumer needs

Even though the problem has been resolved, consumers will continue to use your product or service. By understanding consumer habits and profiles, create a list of needs that may arise in the future.

Make the relationship more personal

Make consumers feel like you are a friend who helps them solve problems. You can also call consumers by name in each communication process.

Monitor consumer changes

Monitor consumer changes and check for possible problems that may occur. These problems can be related to how the product works, the taste of the product, the impact of the product on consumers, and even the image of the product.

Competitor analysis

Find out how they build relationships with consumers. Especially competitors in the same industry. You can build stronger and better relationships to attract new consumers.

Understand market changes

Understand market changes and consumer needs. Changes that occur in the economy, ways of thinking, and needs will influence the company's customer relationship strategy.

Reach new consumers

Reach potential consumers who can become loyal consumers in the future. You can expand the range of services or products marketed or add product lines.

Difference between Customer Relationship and Customer Service

In short, here are the basic differences between customer relationship and customer service:

  • Customer service focuses on the process of solving consumer problems directly.
  • Meanwhile, customer relationship focuses on the process of building and maintaining long-term relationships with consumers.

Both play an important role in business and consumer relationships.

Customer relationship is a concrete step to ensure consumers continue to use your product in the long term.

Building customer relationships requires time and the right strategy.

Want to learn more about customer relationships and how to build them?
Join our class and learn how to build good customer relationships, click here now!