Segmentation

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.
2 Answers
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
1332 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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.

756 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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.

751 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
749 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
736 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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!

730 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
715 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 19

I recommend constantly evaluating the performance by segment (at least quarterly) and doing a segmentation review once a year with annual planning!

741 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
721 Views
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?
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingDecember 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
760 Views