Target audience analysis

Marketing research of the business audience in Kazakhstan (B2B, with recommendations for decision-makers) of clients who use logistics services (express transportation)

Project description:

I am looking for a specialist to conduct marketing research of the business audience in Kazakhstan in the B2B segment.

Research tasks:

Segment the target audience (3–4 groups) and describe 2 key segments in detail.

Focus on the following parameters:

company profile (industry, size, geography, turnover);

goals and motivations when choosing partners;

barriers and concerns that hinder cooperation;

typical objections and ways to overcome them;

portrait of the decision-maker.

Expected result:

Structured analytical report

Recommendations for forming a unique selling proposition (USP) and building communication with decision-makers.

Map of decision-makers and their motivations (director, procurement officer, logistics manager, financial director).

ICP (ideal customer profile) and recommendations for segmentation.

USP and offers for 2–3 key segments.

Scripts and templates for touchpoints (calls, e-mail, messengers).

Recommendations for SLA, pilot offers, and test deliveries.

List of recommended tools: CRM, e-mail outreach, WhatsApp API, telephony, LinkedIn/Telegram.

Purpose of the research:

The research is necessary for:

adjusting the sales development strategy;

refining and clarifying the USP;

preparing an advertising campaign (SMM and contextual advertising);

developing practical recommendations for the sales department.

Practical conclusions should be applicable in marketing, SMM, advertising campaigns (including contextual advertising), and in the work of the sales department as part of the development strategy and strengthening of the USP.