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How often do you reevaluate your customer segmentation criteria?

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3 Answers
Segmentation Market Research
  1. Ambika Aggarwal
    Ambika Aggarwal

    Ironclad VP of Product Marketing • 1y

    In my experience it makes sense to reevaluate your customer segmentation in conjunction with your annual or half year planning in the context of your broader business goals (i.e is your business trying to move upmarket? downmarket? are there new personas or industries you're trying to target) There can also be major company milestones like new product launches or M&A that warrant you to evaluate your customer segmentation. Additionally, if you're looking at segments for your campaigns and pi ...Read More

    2,568 Views
  2. Rahul Awasthy
    Rahul Awasthy

    Product Marketing Leader | Formerly Salesforce, Cisco, Guidewire, Pivotal Software • 2y

    It depends on a few factors. How is segmentation being used ? - for campaigns, to generate pipe, for sales motions ? At what stage of the sales cycle is segmentation proving to be most effective ? early qualification or pipe-gen vs mid-stage ? In order for broad pipe-gen efforts, cohorts are often more helpful than pure segments based on basics such as demographics, age, buying power, titles, etc. They are a start. Revaluation on a quarterly basis is helpful, but must be aligned with the goals f ...Read More

    1,882 Views
  3. Sarah Din
    Sarah Din

    Former SVP of Product Marketing at Quickbase • 2y

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

    1,282 Views

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