A leading US-based technology client sought to segment their global B2B market by their customers’ needs (employer tech decision-makers) – a divergence from the traditional model of the server solutions industry that has viewed the market by specific products and technologies rather than consumer groups.

CMB collaborated closely with the client to design and conduct research across the globe with employer server decision-makers, testing dozens of different ways to segment the server purchaser market across a range of company sizes, from F100 companies down to mom & pop shops.

CMB’s work served as a foundation of knowledge that informed large investments and business decisions – such as new product development, marketing strategy and tactics, and ongoing refinements to customer service & support strategies – directly supporting a growth strategy for this massive and far-reaching organization.

CMB’s intuitive, consumer-based segmentation of the global market was delivered with relevant consultative recommendations for targeting and investing in high priority segments.