CASE STUDY

SMB Buyer Segmentation

Financial Services

Customer Research, Journey Mapping, and Segmentation

Opportunity

The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants. ​

Approach

Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.​

Results
  • New personas that incorporated both qualitative psychographics and quantitative data
  • Empowered the company to leverage growth both for sales and marketing
  • Powerful visualization of an end-to-end buyer journey
  • A new approach to segmentation analysis
  • Created the critical link between traditional segmentation and personas
  • An actionable plan for applying personas, journeys, and segmentation analysis
  • Critical path in both near-term initiatives as well as longer-term strategic planning efforts​
Opportunity

The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants. ​

Approach

Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.​

Results
  • New personas that incorporated both qualitative psychographics and quantitative data
  • Empowered the company to leverage growth both for sales and marketing
  • Powerful visualization of an end-to-end buyer journey
  • A new approach to segmentation analysis
  • Created the critical link between traditional segmentation and personas
  • An actionable plan for applying personas, journeys, and segmentation analysis
  • Critical path in both near-term initiatives as well as longer-term strategic planning efforts​

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