Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 4mo
New segment strategy fails when teams copy old plays. I start with segment-specific truth, then build a focused launch plan. Usually, how I build it: Segment definition Firmographic, technographic, buying center, trigger events, urgency profile. Hypothesis map Core pain points, value props, objections, and why-now hooks. Offer and message testing 2 to 3 message angles and 1 to 2 offers per audience cluster. Pilot channels Start with channels where signal quality comes quickly. Usually a blend of ...Read More
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