RFM Analysis Applied in B2B Customer Segmentation

Slide Content

RFM Analysis, when applied in B2B customer segmentation, evaluates three critical metrics — Recency, Frequency, and Monetary value. Recency concerns the time since a customer's last interaction with a business, highlighting engagement levels. Frequency measures how often a customer interacts with the brand, indicating customer loyalty. The Monetary aspect quantifies the amount of money spent by a customer over a specific period, showcasing their value to the company's revenue.

Graphical Look

• The slide has a clean white background with a main title in dark blue text.
• Under the title are three sections with blue headers, each dedicated to one of the RFM metrics (Recency, Frequency, Monetary).
• Each metric section features a colored circular icon with an illustrative graphic: a clock for Recency, a heartbeat line for Frequency, and a wallet for Monetary.
• Below each icon is the metric name in bold, followed by a brief explanation and further detail.
• A fourth section in dark blue labeled "Comments" contains placeholder text for additional notes.
• The overall layout is symmetrically aligned and presents the content in an organized and easily digestible manner.

The slide is visually appealing with an organized layout and uses color coding to distinguish between different concepts effectively. The icons are simple yet effective in conveying the essence of each metric.

Use Cases

• Presenting customer engagement strategies to stakeholders during meetings.
• Training sales and marketing teams on customer segmentation techniques.
• Reporting to executive teams the company's performance regarding customer interactions and sales.
• As part of a workshop or seminar focused on customer relationship management (CRM) tactics.