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What criteria do you use for segmenting the market, and how does it influence your marketing strategy?

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2 Answers
Product Marketing Skills
  1. Axel Kirstetter
    Axel Kirstetter

    Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y

    Classical definitions include geo, size, vertical, public / private. And all these are good. however I prefer to build up a segmentation on propensity to buy based on a score with multiple factors. things like: existing customer cash rich new head of department needing to make an impact etc. Its more ICP at scale. where you rank probability of purchase based on some agreed upon criteria. just because a company is big does not mean they might buy from you if your offering is aimed at large compan ...Read More

    420 Views
  2. 🟧 Hugo H. Macedo 🟧
    🟧 Hugo H. Macedo 🟧

    Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 2y

    There's many ways to segment the market depending on situation, market, product. But consider 2 risks: Too complex and hard to use - sometimes this happens because you have a lot of data, and you can use some fancy analysis techniques and "geek out" to find the "perfect" segments. The problem is that no one understands the result, and you have no way to operationalize that in targeting, qualification, or briefings. Too broad - you define for example just by company size - this can be too generic ...Read More

    798 Views

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