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How do you segment your customers? What tools/data/insights do you use?

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3 Answers
Stakeholder Management Launch Frameworks Launch Strategy
  1. Stephanie Zou
    Stephanie Zou

    Figma Vice President, Product Marketing • 6y

    At all the companies I’ve been at, the one consistent segmentation lens has always been company size. Bigger company = more people = more licenses you can sell.  Other lens can be the types of customers they serve, type of business (e.g. subscription, marketplace), industries, role/departments, and more.  Unfortunately, I don't have time to go in-depth in segmentation here, but one piece of advice is to keep it overly simple and don't overcomplicate things. I've seen so many overcomplicated segm ...Read More

    4,570 Views
  2. Hema Thanki
    Hema Thanki

    Twilio Product Marketing @ Twilio Segment | Formerly Amazon • 3y

    Depending on which part of the funnel you want to segment and whether its for customers or prospects. An often great place to start for customer segmentation is looking at the customer lifecycle, and segmenting based on that -- all the way from onboarding to advocacy. This is of course great for funnel drop off analysis but is also key for tailoring content.

    417 Views
  3. Daniel Palay
    Daniel Palay

    KPI Sense Chief Executive Officer • 6y

    I always segment in three dimensions: One traditional segmentation metric (size, industry, geography, etc.); the problems experienced (that create a need for the product); the different stakeholders (how they experience the problem and what incentives each responds to). That's often difficult to represent visually, but conceptually, I think it helps create a framework for what information is needed, and how to go about gathering it.  To me, stakeholder segmentation is by far the most important b ...Read More

    756 Views

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