Dividing business lists into different segments can help target groups better, according to MarketingSherpa.
The research group says that groups should be split into several categories for the benefit of marketing strategies.
These include recent activity and demographic, with campaigns being tailored to each particular group.
MarketingSherpa recommended: “Marketing desperately needs to look like the Department of Heroes – instead of just a cost centre.
“Segmentation can give your campaigns a lift at low or no cost. Now is the time, if any, to get a segmentation committee set up to take advantage of this.”
It is advised that marketers approach business-to-business segmentation in a way that divides firms into the role they see themselves playing.
This can often take the form of an industry, profession, or a department which needs targeting.
MarketingSherpa gather its data using exclusive case studies, surveys, results of data analysis and lab tests.