ProAbono is a tool that allows you to centralize all subscription management, but why segment your customer base?
In this article, we will list the conditions and criteria for segmenting your business.
Case 1 – Selling in Multiple Currencies
For international expansion, it is possible to create one or more additional segments to adapt the service to the local currency.
In this example, an additional segment was created to add the Dollar currency to meet the need for marketing offers to an American target. Only the currency is different; the offer and displayed prices remain the same.
Case 2 – Marketing in Multiple Geographic Areas
In this example, an additional segment was created to market offers in another country.
The services offered are different and adapted to the specific country.
The segment dedicated to UK includes a freemium offer and higher prices when transitioning from freemium to paid. The segment dedicated to Denmark does not have a freemium offer; customers can only subscribe directly to a paid offer, but the service price is adjusted accordingly.
Case 3 – Separating Customer Types
It is possible to create one or more additional segments to adapt the sales workflow.
Example 1 – Differentiating direct customers from indirect customers (via a reseller)
Example 2 – Differentiating key accounts from other customers.
An additional segment was created to separate customers who subscribe to standard offers through self-subscription and customers who subscribe to customized offers through a one-to-one relationship with a sales representative.
These offers do not have the same level of service and have a different subscription channel.
Case 4 – Marketing Product Variations
It is possible to create one or more additional segments to present different products and target different sectors.
In this example, an additional segment was created to offer products related to different products for a different target audience. The goal is to avoid mixing commercialized products to clearly address the needs of each target audience.
When to Avoid Segmenting?
Avoid segmenting in the following cases:
- Promotional Offers: Customers who have subscribed to offers in one segment