How does a GenAI enabled platform change your approach to customer segmentation?

In a short time, everything is different. Customer segmentation is a hard problem. Does your previous customer segmentation still work? Did you adapt it? Did you create anything new? Or is it still so early that you're still figuring it out?

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3 Answers

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Amanda Groves

Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y

It makes it more fluid for sure -- some things I like to keep in mind. Instead of relying solely on firmographics, we can now incorporate real-time signals, sentiment, and qualitative data like sales notes or support tickets. This allows us to uncover deeper patterns, tailor GTM strategies more precisely, and predict how different segments will respond to specific offers. Definitely harder to enable against but more actionable from a lifecycle marketing and playbook activation.

1,649 Views
Ben Geller

Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 3mo

GenAI has meaningfully changed customer segmentation—not the fundamentals, but the resolution at which you can execute. Pre-AI, ICP definition was largely firmographic. You'd define your target accounts based on company size, industry, geography — relatively blunt instruments. Account scoring was hard-coded rules that approximated intent without really capturing it. What's changed is the fidelity. We work with a tool called KeyPlay that lets us score accounts across 30+ factors — things like the ...Read More

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Adam Lagerhausen

ServiceNow Senior Manager, Product Marketing — AI | Formerly Dropbox, SalesForce • Jun 2

AI changes segmentation by changing the cost curve. Segments that used to be too expensive to research, message, and enable may now be worth testing. That means PMM should revisit TAM and ICP assumptions, because AI lets the company economically serve and learn from more slices of the market. The right question becomes: which previously ignored segments become attractive now that we can lower the cost of research, personalization, content, enablement, and sales support? But don’t spray and pray. ...Read More

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