Market Segmentation V2.0
Firmographic Segmentation: A Crucial B2B Marketing Strategy for Junto
"The top fields hiring for remote jobs in 2020 were computer/information technology, medical/health and project management. Marketing, administrative and human resources and recruiting were some of the fast-growing categories for remote work, each having increased 25% from March to December 2020".
For many companies, such as Amazon, American Express, Dropbox, Facebook, Spotify, Microsoft, Siemens, Starbucks, Twitter, and many others working remotely is the future - pandemic or not. These companies offer now long-term remote jobs.
Customers
There are a lot of companies on the market, which could be interested in Junto. As shown above, more and more companies allow long-term remote work, which provide us a growing potential customer base. Therefore, we are addressing our services to any company which can afford an additional cost for its remote employees.
Decision influencers
B2B implies that a group of interacting people will drive the purchase decision. Therefore, the people who influence that decision must be given great importance. The B2B firmographic segmentation also analyzes the impact of the team on the decision. That's why we have a "sandwich" marketing plan, which also targets teleworkers. By making them aware of the issue, they can pass on the information and their desire to become a digital nomad to their managers, who will then make the decision to buy or not.
values
B2B buying processes are focused on functionality and return on investment. The team's success depends on how well their decisions improve business performance. As a result, new innovations are adopted by the management committee according to the core values of the organization. We want to sell Junto to companies which share values such as transparency, fairness, collaboration, passion and innovation. We believe that these values are crucial to implement a trustful relationship between the employers and the nomad employees.
Characteristics
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Industry: technology, web/app development, eCommerce, marketing, Software, consulting, eBanking, social media...
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Company size: large enterprise with a startup spirit
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Headquarters location: European Union would be our early adopters
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Sales cycle stage: attention, interest, conviction, commitment readiness
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Legal status: company
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Designations of buyers and decision influencers: general management, HR director, marketing manager, happiness manager, chief remote officer
Market Segmentation V1.0
