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Next 15 Group
Who are Next 15 Group’s core customers in 2026?
Next 15 Group pivoted into a data-led growth consultancy by 2025, integrating predictive AI across 20+ agencies to meet demand for measurable ROI. Its clients now span tech giants, FTSE 100 firms and fast-scaling B2B SaaS businesses seeking data-driven marketing and transformation.
Customer demographics skew to senior decision-makers: CMOs, CIOs and transformation leads at enterprises headquartered in the US, UK and EMEA; firmographics include high-revenue tech, finance and consumer brands prioritizing subscription and recurring revenue models. Next 15 Group Porter's Five Forces Analysis
Who Are Next 15 Group’s Main Customers?
Next 15 Group's primary customer segments are large mid-cap and large-cap B2B clients requiring digital and growth services, with a 2025 revenue concentration of 47% in technology, 22% in consumer & retail, 14% in healthcare and 11% in financial services; public sector and non-profit now represent 6%.
Sector Concentration
Technology clients account for the largest share of billings, driven by Big Tech, enterprise software and scaling startups requiring rapid digital scaling.
Consumer & Retail
Consumer and retail contributes about 22% of revenue, focusing on omnichannel marketing, e‑commerce growth and brand transformation.
Healthcare
Healthcare makes up roughly 14%, including life sciences and digital health projects geared toward patient engagement and data-driven outcomes.
Financial Services
Financial services represent about 11%, with demand for fintech marketing, customer acquisition and regulatory-compliant digital experiences.
Decision-makers are predominantly C-suite roles (CMOs, CIOs, Chief Growth Officers), aged 35–55, with post-graduate credentials and a preference for data-backed marketing and digital transformation partnerships; client organizations typically report annual revenues above $500m.
Client Diversification & Trends
Following 2023–2024 tech cooling, Next 15 expanded into public sector and non-profit work, now representing 6% of the portfolio, reducing sector concentration risk.
- Primary audiences: CMOs, CIOs, Chief Growth Officers
- Company size: mid-cap to large-cap, revenue > $500m
- Geographic focus: UK and US government digital projects plus global enterprise accounts
- Service demand: multi-channel growth, digital transformation, data-driven marketing
For a broader target market overview and detailed client profiling see Target Market of Next 15 Group
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What Do Next 15 Group’s Customers Want?
Clients of Next 15 seek verifiable growth and digital agility, favoring project-based engagements with clear KPIs and data-driven validation; top-tier clients show an average tenure of over seven years and expect rapid product launches and privacy-first analytics.
Verifiable growth
Clients demand measurable ROI and pre-campaign justification using in-house insights such as Savanta.
Digital agility
Decision-makers prioritize partners adept with generative AI, fragmented social commerce, and fast product rollouts.
Data unification
Addressing siloed customer data is critical; clients want unified analytics to drive cross-channel decisions.
Project-based buying
Market shift toward short-term, KPI-led projects over vague retainers increased project spend share in 2025.
Boutique feel, global scale
Clients prefer specialized agencies like Archetype or MHP Group with parent-company security.
Corporate venturing
Mach49 targets legacy firms needing startup-style innovation to reduce time-to-market for new products.
Client psychology centers on avoiding digital obsolescence; the Next 15 Group target market values proof-led campaigns and specialist partners who reduce risk.
Core needs and preferences
Key attributes of the Next 15 Group customer demographics and target market include emphasis on data, agility, and specialist expertise, with measurable performance expectations and long-term loyalty from enterprise clients.
- Preference for KPI-driven, project-based engagements over long retainers
- Demand for privacy-first data collection and generative AI capability
- Need to break down data silos and accelerate product launches
- Favored model: boutique agency expertise backed by a stable parent company
Further reading on strategic positioning and client focus: Growth Strategy of Next 15 Group
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Where does Next 15 Group operate?
Next 15 Group's geographical market presence is concentrated in the Northern Hemisphere, with the United States and the United Kingdom generating the bulk of revenue; the US accounted for 53% and the UK for 32% of group revenue in 2025, while the remaining 15% is split across EMEA and APAC hubs like Sydney, Singapore and Berlin.
Primary Markets
The United States is the largest market, focused in San Francisco Bay Area, Seattle and New York City 'Silicon Alley', driving tech and B2B demand generation work.
UK Hub
London is the group's UK hub, underpinning financial services and public sector engagements that account for much of the 32% UK revenue share.
EMEA & APAC
EMEA and APAC contribute 15% of revenue with notable operations in Berlin, Singapore and Sydney, and a 2024 strategic expansion into the Middle East for infrastructure and tourism projects.
Localized Strategy
Agencies operate with regional autonomy: APAC emphasizes mobile-first commerce and super-app integration, while the US prioritizes B2B content marketing and demand generation.
Geographic Discipline
The group targets digitally mature markets with strong IP protections, avoiding over-extension into volatile emerging markets.
Sector Concentration
Concentration in tech, finance and public sectors aligns geographic presence with the Next 15 Group customer demographics and target market profiles.
2025 Revenue Split
Reported 2025 split: 53% US, 32% UK, 15% EMEA/APAC, reflecting where the Next 15 Group client base and industry focus are strongest.
Regional Service Adaptation
Local teams adapt messaging and service delivery to regional psychographics and digital behavior, improving relevance for target audiences.
Middle East Expansion
2024 entry into the Middle East targets infrastructure and tourism diversification opportunities, complementing existing EMEA operations.
Further Reading
See the group's strategic orientation and values in the article Mission, Vision & Core Values of Next 15 Group.
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How Does Next 15 Group Win & Keep Customers?
Customer acquisition at Next 15 hinges on a land-and-expand model powered by its agency ecosystem, professional referrals and high-profile thought leadership; an internal CRM and cross-selling referrals contribute to growth, while high-touch service and embedded tech drive retention.
Lead Sources
Primary channels are professional referrals, industry reputation and events like Cannes Lions and CES, with content-led thought leadership amplifying reach.
Internal Cross-sell
An internal CRM matches clients across agencies; internal referrals (eg, Savanta to Shopper Media Group) accounted for ~25% of new business growth in 2025.
Retention Model
Retention uses a decentralized, high-touch model with senior partners active on accounts, keeping churn low and top-20 client retention above 90%.
Subscription & LTV
Shift toward subscription-like consultancy and multi-year transformation contracts increases client lifetime value and recurring revenue stability.
AI Platform
In 2025 Next 15 launched a centralized AI-hub offering real-time sentiment tools that embed into client workflows and raise switching costs.
Client Segmentation
Target market focuses on enterprise and growth-stage brands across tech, retail and consumer goods, aligned with Next 15 Group customer demographics and audience profile needs.
Performance Metrics
Cross-sell referrals deliver ~25% of new-business growth; top-client retention exceeds 90%, stabilizing organic growth amid market headwinds.
Revenue Impact
Multi-year contracts and subscription models increase predictable revenue, improving client base resilience and supporting higher average contract values.
Marketing Strategy
Thought leadership at global forums and data-driven case studies underpin the Next 15 Group marketing strategy and help attract C-suite decision-makers.
Reference
For broader context see Marketing Strategy of Next 15 Group which outlines target market and client base dynamics.
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