3. Determine marketing priorities based on market segments

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Once you’ve brazil b2b leads identified your key segments, it’s time to choose which segments to focus on. Please consider the following factors:

Segment size and growth potential: How big is the segment? How fast is it growing? Larger, faster-growing segments may be more attractive.
Competitive Landscape: How many competitors are already targeting this segment? What unique advantages can you offer that your competitors can’t match?
Your capabilities: Do you have the right products, services, skills and resources to serve this segment well? If not, what investments do you need to make?
Consistent with your brand: Does serving this segment align with your brand image and values? Will this enhance or diminish your brand?
Based on this analysis, select one or two priority segments to focus on first.

For example, Allen worked with a cybersecurity company to identify the key benefits clients were seeking in this market. Through this process, the company realized that different customers prioritized different benefits. Some customers are very concerned about compatibility with existing technology, while others just want the lowest possible price.

This insight helped the company realize that Amazon was entering their market. Amazon is targeting market segments that want low prices, even if that means less comprehensive protection. By understanding the interests of different market segments, cybersecurity companies can map out how their competitors compete in the market.