Some businesses segment on businesses and consumers, others segment on geography or size. The important thing is to segment on criteria that influences which capabilities and qualifications are required to successfully service each segment.
In my case it makes sense to segment on agencies and clients, since I can’t approach clients directly, only agencies, who have the contact with clients.
Relevant information entities are:
- Agency
- Agent (contact info)
- Client
Candidate capability:
- Networking
- Discipline advocacy
Networking needs to be geared towards agencies. Discipline advocacy could – but rarely interests agencies, but there’s always the hope that some clients take an interest, which in turn can lead to future contracts.