New Approaches to European SMB Segmentation: The Power of Enhanced Customer Intelligence 2023 | IDC | 20 June 2023 | Webinar

IDC's European Small and Medium Business (SMB) team provides insights on new approaches to customer segmentation. While primary segmentation factors such as industry focus, headcount, geography, and annual revenue still play a vital role, secondary and tertiary segmentation factors are becoming increasingly important.

Utilizing data from IDC's most recent European SMB Survey, this webcast will explore how factors such as tech intensity, procurement preference and spending capacity work in conjunction with the organizational structure and decision-making process within an individual SMB to shape technology spending decisions.

This webcast will provide technology vendors with:
• A fresh perspective on how to target European SMBs
• New ideas on how to reimagine traditional sales, marketing, and go-to-market models to unlock new opportunities in Europe's highly fragmented SMB customer base
• How to focus resources on pockets of high opportunity.

2023 Speakers

Stuart Wilson
Senior research Director, EMEA Partnering Ecosystem

Ryan Stott
Consulting manager, european Consulting, IDC

Riccardo Barrai
Research Analyst, European Small and Medium Business and Start Up Strategies, IDC