Best way to segment buyers in the industrial equipment space?

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We're trying to understand who's actually making purchase decisions for heavy machinery. Not sure if firmographics alone are enough here.

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Anika Patel · Answer

Firmographics are definitely not enough here — in industrial equipment, the actual decision unit usually spans 3-5 people (procurement, operations, finance). I'd layer in psychographic and role-based segmentation, specifically separating economic buyers from technical evaluators. Stakeholder mapping interviews combined with a quick conjoint study can reveal who really holds the veto.

Best way to segment buyers in the industrial equipment space?

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