PESTEL analysis is a strategic tool used to understand the external factors that can impact a company or market. The term PESTEL is an acronym for six categories of factors:
Politicians;
Economic;
Sociocultural;
Technological;
Environmental;
Cool.
These factors help the company analyze the macroeconomic environment and identify opportunities and threats that can influence strategic planning and business operations, especially in the B2B context.
PESTEL analysis is an excellent tool for identifying medical mail list external factors that influence the market and your company’s competitiveness. Here are the steps to apply it to B2B market mapping.
1. Identify the relevant factors
The first step is to identify the PESTEL factors that are most relevant to your industry and target market. Researching market reports, industry publications, government data, and expert advice will help you gather the information you need.
Reports from companies such as McKinsey, PwC, Deloitte, as well as government bodies and trade associations, can provide valuable data on macroeconomic trends.
2. Evaluate factors by market segment
When mapping the market, it is important to analyze how each PESTEL factor impacts the different segments.
For example, in B2B sales to the healthcare industry, factors such as regulatory requirements and technological advances may be more impactful than in the manufacturing industry. The impact of each factor may vary depending on your target audience.
Technology companies may be more influenced by technological innovations and data regulations, while companies in the energy sector may be more impacted by environmental and political issues.
3. Find opportunities and threats
Based on the factors analyzed, find out where there are opportunities. For example, new environmental regulations may require B2B companies to adapt their products or services, which could open up opportunities for those who already offer sustainable solutions.