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Brand advantage brazil b2b leads market segmentation example
Other segments may be more concerned with the sense of protection (symbolic benefits) conferred by a reliable, safe brand, which is reflected in USAA's military-focused brand.

Understanding how customers make trade-offs between different benefits can help you understand different market segments. Your message should emphasize the benefits that are most important to each target segment. Liberty Mutual may find that some customers are most concerned about comprehensive coverage, while others prioritize affordable pricing. By understanding these different needs, companies can create targeted messages for each segment.

In B2B marketing, when you segment based on benefits, you may find overlap between different verticals. For example, some people in healthcare and retail may have similar needs and seek the same benefits. Focusing on benefits rather than just segmenting by industry can make your brand message clearer and more targeted. Despite operating in a highly competitive home insurance market, Liberty Mutual has successfully identified a segment that prioritizes convenience and lower prices.

Instead of trying to be all things to everyone, Allen recommends focusing on the two or three benefits that matter most to your largest or highest-priority customer groups.