target audience: TECH SUPPLIER Publication date: Aug 2023 - Document type: Web Conference Proceeding: Tech Supplier - Doc Document number: # EUR151120723
New Approaches to European SMB Segmentation: The Power of Enhanced Customer Intelligence
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Abstract
This IDC Web Conference discusses small and medium-sized business (SMB) segmentation techniques, particularly, the importance of considering secondary variables when targeting SMB customers. While primary segmentation variables such as by head count, revenue, country, and vertical remain important, IT vendors must start thinking about secondary variables such as the SMB's technology intensity, its length of time in business, its existing technology stack, and other variables to identify and target SMBs that are actually looking to invest in technology and new IT solutions.