Segmentation
The process of dividing a market into homogeneous sub-groups of clients sharing common characteristics — size, sector, behaviour, or need. It allows tailoring the offer, message, and channels to each profile, improving commercial and marketing efficiency.
In practice
RFM segmentation — Recency, Frequency, Monetary value — is a classic approach for existing client bases: it identifies high-retention and upsell potential clients as well as at-risk accounts to address first. For B2B acquisition, firmographic segmentation — sector, size, location, technology in use — combined with behavioural signals produces prospecting lists with significantly higher conversion rates than generic lists.