Segmentation of B2B Markets – How to segment Business Markets?

Colorful pyramid landscape with interwoven arrows, illustrating B2B market segmentation dynamics.

Marketing theory is much concerned with market segmentation. However, most theory introduces variables for the segmentation of consumer markets only. In this article, we will take a look at the segmentation of B2B markets. How should business markets be split up, what are the decisive segmentation variables, and how does B2B segmentation differ from consumer market segmentation?