AMA: Quickbase VP of Product Marketing, Sarah Din on Segmentation
December 19 @ 11:00AM PST
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Quickbase VP of Product Marketing, Sarah Din on Segmentation
Top Questions
Sarah Din
Quickbase VP of Product Marketing • December 19
This highly depends on your sales model, but you’ll want to track key sales metrics by segment over time to see how effective your segments are. That could be revenue metrics like pipeline, bookings, ARR, usage metrics, or even win rates per segment. If you’ve segmented your market well, you shou......Read More
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1 request
How do you create buyer and customer personas at a B2B early-stage startup if there aren't any customers yet?
What do you recommend just creating a few hypothetical personas initially and adjust/update as you learn of new information, or something else?
Sarah Din
Quickbase VP of Product Marketing • December 19
For an early-stage startup, I recommend you build your segments based on your top use cases, by identifying your hypothetical ICP and testing it in your GTM efforts. Track key metrics over time and narrow down your top segments based on where you see the most success. The most important thing her......Read More
693 Views
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What market research do you do to segment your market, understand each segment's needs, and inform the build/buy/partner strategy? And how do you share those insights?
I'm working at a company where we're trying to unlock new industries that we as a company need to have a better understanding of.
Sarah Din
Quickbase VP of Product Marketing • December 19
I recommend doing a mix of both quantitative and qualitative market research to augment your customer data analysis. For quantitative, you can run market research surveys targeting your core segments to understand needs, buying behaviors, etc. I recommend augmenting that with qualitative intervie......Read More
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2 requests
Do you have recommendations for agencies and/or consultants for deep persona development work?
Including research (survey interviews), creating of persona documents, and potentially training teams.
Sarah Din
Quickbase VP of Product Marketing • December 19
I do have a list of consultants for different types of work, including market research! Reach out to me directly and I’d be happy to connect you, depending on what you’re looking for!
669 Views
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How do you develop a value proposition for a startup that has two offerings that serve two unique customer segments?
Operating to reach SMBs with one product and is scaling upmarket with a new feature targeted to larger enterprises. is it possible to create a value prop that caters to both?
Sarah Din
Quickbase VP of Product Marketing • December 19
This depends on how different your two offerings are! Ideally, you want a corporate value prop that speaks to the core value of your product portfolio as a whole, and then you want to tailor that for different audiences. One of the best ways of doing that is by being clear on your core use cases......Read More
666 Views
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How do you tailor B2B buyer personas when your product spans multiple industry verticals?
The product in question is related to energy management and caters to diverse verticals such as agriculture, paper production, and crypto mining. While typically a PMM would craft distinct buyer personas for the purchase journey, handling multiple verticals might result in around 15 personas, which is too much. How do you approach buyer personas in this case? Are personas still essential in this case?
Sarah Din
Quickbase VP of Product Marketing • December 19
The best way to do this is to create buyer persona categories that remain consistent no matter what vertical you’re speaking to, and then tailor those per vertical. For instance, Quickbase is similar in that we GTM across multiple verticals but we’ve developed 3 core buyer personas: IT buyer, OP......Read More
694 Views
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Sarah Din
Quickbase VP of Product Marketing • December 19
This is highly variable and depends on your product. Without knowing the specifics, I’d recommend you analyze your customer data to find patterns and commonalities across them to determine what defines your ideal customer profile. You don’t want to go too broad or too narrow. Most segmentation i......Read More
657 Views
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Sarah Din
Quickbase VP of Product Marketing • December 19
I recommend constantly evaluating the performance by segment (at least quarterly) and doing a segmentation review once a year with annual planning!
686 Views
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Sarah Din
Quickbase VP of Product Marketing • December 19
Understanding your competitors' segmentation is useful in helping you identify which markets are potentially saturated vs. which are underserved so you can focus your GTM efforts on segments you can potentially own. I usually like to do a competitive intensity review as an additional lens when pr......Read More
665 Views
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Sarah Din
Quickbase VP of Product Marketing • December 19
This typically comes from a combination of market research, prospect and customer interviews, competitor analysis, or even talking to analysts who have that industry perspective!
680 Views
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Sarah Din
Quickbase VP of Product Marketing • December 19
There’s no one way of doing this, but in my opinion, your main website messaging should focus on your core value proposition that speaks to your general audience but with paths to specific segment messaging. For instance, most companies create a “solutions” section that contains dedicated landing......Read More
680 Views
1 request
Sarah Din
Quickbase VP of Product Marketing • December 19
The framework I’ve recently used is based on plotting your company's "ability to win" against TAM, and identifying the segments where you have both the highest ability to win and TAM - because that is where you know you can already win, and there is a huge market so you can focus your GTM efforts......Read More
689 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • December 19
Some common mistakes I’ve seen: are being too broad or being too narrow. Not having very accurate data to build on, or focusing segments on short-term wins vs thinking about where there is an ability scale.
695 Views
3 requests
Sarah Din
Quickbase VP of Product Marketing • December 19
The best way to get buy-in is to partner closely with your product team, involve them in every step of the process, and make joint decisions.
702 Views
2 requests
What are some of your favorite interview questions to ask customers when doing market research on segmentation?
I'm responsible for the healthcare vertical in North America, and there are different kinds of healthcare staffing that have differing needs, requirements, and sometimes use cases.
Sarah Din
Quickbase VP of Product Marketing • December 19
Here are some questions you can ask: * Describe your role in the software purchasing process: are you a budget holder? Decision Maker? Committee Member? Key Influencer? * Thinking back to when you started evaluating [one tool named above] what was your role in that process and what wa......Read More
1169 Views
1 request
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