How do I get started with customer segmentation?

We currently send the same messaging to all of our customer base and I want to move to more of a personalized approach.

Answer

3 Answers

Customer Marketing Strategy

Kexin Chen

Harvey Vice President Marketing • 1y

It depends on what you're trying to achieve. I'd start with the outcome and work back to the audience segment. Sales is also an incredible partner in helping validate. Goal: cross-sell a new product line within the existing customer base: Look at recent closed won deals and chat with sales to see if there are certain themes (ie: industry, titles, etc). Understand what messaging and assets are resonating. Choose accounts with strong product usage signals, strong CSAT Enrich with firmographic, int ...Read More

573 Views
Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 2y

I love this question! Think about your customers in the same way you are hopefully thinking about your prospects. Understanding their needs, pain points, growth opportunities, etc. With that said, I recommend starting by separating your customers into a few buckets - 1) what product do they own? 2) what size company are they? 3) are they at risk or churning (you can look at things like adoption, utilization, etc.) From there, you can look at the numbers of customers per segment, and determine wh ...Read More

979 Views
Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

Great question! Customer segmentation is incredibly valuable. To meet customers where they are, you’ll need to have a deep understanding of the problems they are trying to solve. However, everyone doesn’t have the same problems. This is where customer segmentation comes in. Goals. Document your business objectives and goals with segmentation. What outcomes are you trying to drive? Data and criteria. Conduct an inventory of the data you are currently collecting and identify gaps. You’ll need this ...Read More

492 Views