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What's the best way to segment your customers to write messaging that resonates with them?

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4 Answers
Messaging Strategy
  1. Sarah Din
    Sarah Din

    Former SVP of Product Marketing at Quickbase • 6y

    The format that has worked for us to-date is segmenting users by functional roles / buyer personas and use cases. For example - Let’s say your product caters to both HR and IT - you want distinct messages for HR and for IT - because the challenges HR faces are likely very different than what IT cares about. But to take this a step further, even within HR itself, you might have a product that solves for either recruiting, or onboarding or employee engagement (or all) - Isolate the top use cases a ...Read More

    1,232 Views
  2. Anjali T. Cameron
    Anjali T. Cameron

    Landed Head of Marketing • 7y

    Be clear on your target and start there. If you’re a marketplace, force primary and secondary segments. And if you’ve got multiple business lines and segments with unique pain points, align on a clear hierarchy and where in your funnel you can speak to different audiences. I’d say the fewer segments the better. It leads to less confusion internally and externally.As you do research on your segmentation, in addition to unique needs and pain points, look for commonalities. That will help ensure th ...Read More

    2,000 Views
  3. Georgiana Laudi
    Georgiana Laudi

    Forget The Funnel Product Marketing & Growth Advisor | Formerly Bitly, Sprout Social, Appcues, dbt Labs, EverCommerce and more. • 7y

    I like to group customers in a couple different ways, primarily by the struggle or trigger that led them to "hire" the product (leaning on Jobs-to-be-Done research to identify these).  I will then segment based on where they are (on the path to solving their pain) in their relationship with the product ie. evaluation, activation, engagement.  Lastly, I'll use something like NPS or engagement scores to identify which customers might need extra love or a nudge. It can get complicated very quickly, ...Read More

    782 Views
  4. Daniel Palay
    Daniel Palay

    KPI Sense Chief Executive Officer • 6y

    Georgiana is spot on regarding segmentation by problem. However, from there, the most important thing to do is to segment by stakeholder. How does each stakeholder experience that problem, and what incentives are they, as individuals, responding to? As a (huge) bonus, if you complete this and do it right, you're well on your way to having buyer personas, too. 

    564 Views

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