Best way to segment B2B buyers in the cloud services market?

Question

Trying to build out a segmentation model for a cloud software client but not sure whether to go firmographic or needs-based. What's worked for you in ICT?

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Elena Petrov · Answer

Honestly, for cloud services I'd layer both — start with firmographic cuts (company size, industry vertical, IT maturity) just to make the data manageable, then run a needs-based cluster analysis on top using survey data around pain points and buying triggers. In ICT we typically find 4-6 meaningful segments emerge that way. Tools like Latent Gold or even K-means in SPSS work well for the clustering step.

Best way to segment B2B buyers in the cloud services market?

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