So how should enterprises set about getting this done? Crucially, they don’t have to do everything at once. The best results are likely to come from a combination of data analysis and timely outreach. For example, the digital maturity of an SMB can be assessed by measuring an SMB’s online presence. Are they using analytics on their website? What sort of ecommerce engine do they have? And so on. Multiple signals like these, along with third-party data, can start to create a sophisticated picture of where an SMB is on its digital journey. Hiring data, too, can provide valuable insights. What kind of roles are being offered? How frequently are new jobs posted and what sort of skills do they require?
Below is an example of how we segment small-to-medium-sized professional services firms in the US, using data and AI. We enriched SMB firmographic details with third-party data and manufactured digital signals to offer deeper insight into the SMBs’ background, digital maturity and growth trajectories.
In the sample segmentation exercise, we began by identifying, gathering, and refining relevant digital signals to create clustering models. The combination of firmographic details (size and revenue, tenure) and digital signals (digital presence and technographics), and growth indicators (e.g., job listings etc.) offers a more holistic approach to determining the right treatments for each small-to-medium-sized professional services segment.