What is your strategy around segmenting buyer personas? What factors do you segment on?

Buyer personas and segmentation is a crucial part of any demand generation strategy to understand who to market to and what messages to deliver to that person. However, I find that the most difficult part of the strategy isn't defining the persona(s) themselves. Rather, making sure you have the correct data to label personas in your systems ends up being the more difficult part of executing and sustaining your strategy. To answer the question directly, I focus on the following so I can build set ...Read More

We use segmentation both at the account and contact level since we are a multi-solution company. Start with what problems your solution(s) solve, then determine which people (using title, seniority, department, or other factors), industries, companies, and available TAM from those companies for a specific solution/product would make up your ICP and group them into segments based on that criteria. If you are a single solution company you would still want to segment based on the people criteria ab ...Read More

Alignment with sales distribution models: sales teams typically slices their segmentation by company size or revenue bands. Marketing should also create strategy based on how sales go to market. Many more mature sales organizations will also have segments by vertical and industry-first GTM varies dramatically by vertical/sub-vertical (i.e. Healthcare GTM is going to look very different than Communications and Media). If your company segments by company size. I would ensure you have a different s ...Read More

Before going to market, I believe any strong demand generation practitioner or leader needs the segmentation, targeting and positioning (STP) crafted. An STP is a three-part formula to help marketers segment their audience, target the right buyers and/or influencers and position their solutions in a way to make the biggest impact. An STP will allow demand generation to understand who (company and person) they are targeting and what they are saying to them. Not only that, but it drives alignment ...Read More

This is a great question, and there are many ways to approach segmentation. Each digital marketing team often develops a unique approach tailored to their specific business. Beyond the typical segments like company size, job title, and industry, I find segmenting by pain points particularly effective. This approach aligns well with product content and customer success stories. Ideally, I would focus on a specific pain point, connect it with relevant "jobs to be done" content, and nurture the con ...Read More

My strategy for segmenting buyer personas largely focuses on the problem you are solving for the customer. You have to meet the customer where they are. Based on this information, it will help dictate how you segment your buyers. Here are additional elements to consider: Ideal customer profile (ICP): Who is your champion versus your buyer? Depending on the goal of your segmentation, this will be criteria to consider for segmentation. Buying behavior: Similar to your ICP, how prospects prefer to ...Read More