Behavioral Segmentation
Behavioral segmentation is a customer grouping strategy based on their actions and interactions. It's not about who they are (demographics) or what they believe (psychographics), but what they do.
Here's the key idea: By understanding how different customer groups behave, salespeople can tailor their approach to better suit each group's needs. This can significantly improve sales effectiveness.
Imagine you sell athletic shoes. Behavioral segmentation might involve grouping customers who:
Regularly buy high-performance running shoes (active runners)
Mainly purchase for casual wear (everyday sneakers)
Typically wait for sales and discounts (bargain hunters)
With this segmentation, salespeople can target their communication:
Highlighting technical features to the active runners
Focusing on style and comfort for casual wear buyers
Offering special promotions to the bargain hunters
In short, behavioral segmentation helps salespeople speak the customer's language, leading to more relevant conversations and ultimately, more sales.
Behavioral Segmentation vs. Behavioral Targeting
| Feature | Behavioral Segmentation | Behavioral Targeting |
|---|
| Goal | Understand customer behavior | Deliver targeted marketing messages |
| Stage in Sales Funnel | Deliver targeted marketing messages | Later stage (engagement) |
| Focus | Grouping customers based on actions | Tailoring messages to specific groups |
| Data Used | Past interactions, website behavior | Past interactions, demographics, interests |
| Output | Customer segments with shared behaviors | Personalized marketing content |
| Action by Salesperson | Analyze segments, adjust approach | Deliver targeted communication |
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