Best Practices for SMB Segmentation: The Rising Value of Advanced SMB Segmentation Techniques in Europe
This IDC Market Perspective identifies additional methods and techniques to segment small and medium-sized business (SMB) customers through a framework that identifies specific variables that vendors can assess and analyze. The framework groups these into primary, secondary, and tertiary segmentation variables. "The overall aim of advanced SMB segmentation techniques is to enable technology suppliers to identify high-opportunity SMBs with a high propensity to spend quickly and efficiently," said Riccardo Barrai, research analyst, European Small and Medium-Sized Business and Start-Up Strategies, IDC. "This is achieved by concentrating on the most relevant variables as early as possible in the segmentation process."
Please Note: Extended description available upon request.
- Executive Snapshot
- New Market Developments and Dynamics
- Introduction
- Best Practices in SMB Segmentation
- Primary Variables
- Secondary Variables
- Length of Time in Business
- Technology Spending Capacity
- Existing Technology Stack
- Technology Intensity
- Organizational Structure and Legacy
- Procurement Preferences
- Tertiary Variables
- Key Takeaways
- Advice for the Technology Supplier
- Learn More
- Related Research
- Synopsis
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