Segmentation
What research helps identify segments, their needs, and decide your build/buy/partner strategy? And how do you share those insights?
I'm working at a company where we're trying to unlock new industries that we as a company need to have a better understanding of.
Former SVP of Product Marketing at Quickbase • 2y
I recommend doing a mix of both quantitative and qualitative market research to augment your customer data analysis. For quantitative, you can run market research surveys...
1505 Views
How does your company define its Ideal Customer Profile (ICP)?
What level of detail or granularity do you include when shaping your ICP?
We are building a market research AI for granular ICP segmentation. Everyone knows their ICP but curious to know how granular it is?
Figma Director, AI & Developer Marketing | Formerly Atlassian • 10mo
In the AI-first era, companies are moving and building extremely quickly. It's easier than ever to create the actual software and features, which means knowing your ICP h...
6481 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 11mo
A powerful practice that the team implemented on the Gemini marketing team while I was still at Google was centralizing our foundational assets into a "Product Marketing ...
5458 Views
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y
I love this question because it’s a challenge I’ve certainly faced in conducting segmentation and persona work. The reality is that different stakeholders need different ...
3247 Views
Product Marketing Leader | Formerly Salesforce, Cisco, Guidewire, Pivotal Software • 1y
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 pro...
1876 Views
What are some of your favorite interview questions to ask customers when doing market research on segmentation?
I'm responsible for the healthcare vertical in North America, and there are different kinds of healthcare staffing that have differing needs, requirements, and sometimes use cases.
Former SVP of Product Marketing at Quickbase • 2y
Here are some questions you can ask:Describe your role in the software purchasing process: are you a budget holder? Decision Maker? Committee Member? Key Influencer?Think...
1918 Views
Former SVP of Product Marketing at Quickbase • 2y
The best way to get buy-in is to partner closely with your product team, involve them in every step of the process, and make joint decisions.
1212 Views
Former SVP of Product Marketing at Quickbase • 2y
Some common mistakes I’ve seen: are being too broad or being too narrow. Not having very accurate data to build on, or focusing segments on short-term wins vs thinking ab...
1222 Views
Former SVP of Product Marketing at Quickbase • 2y
The framework I’ve recently used is based on plotting your company's "ability to win" against TAM, and identifying the segments where you have both the highest ability to...
1258 Views
Former SVP of Product Marketing at Quickbase • 2y
There’s no one way of doing this, but in my opinion, your main website messaging should focus on your core value proposition that speaks to your general audience but with...
1227 Views
Former SVP of Product Marketing at Quickbase • 2y
This typically comes from a combination of market research, prospect and customer interviews, competitor analysis, or even talking to analysts who have that industry pers...
1219 Views
Former SVP of Product Marketing at Quickbase • 2y
Understanding your competitors' segmentation is useful in helping you identify which markets are potentially saturated vs. which are underserved so you can focus your GTM...
1213 Views
Former SVP of Product Marketing at Quickbase • 2y
This is highly variable and depends on your product. Without knowing the specifics, I’d recommend you analyze your customer data to find patterns and commonalities across...
1257 Views
How do you tailor B2B buyer personas when your product spans multiple industry verticals?
The product in question is related to energy management and caters to diverse verticals such as agriculture, paper production, and crypto mining. While typically a PMM would craft distinct buyer personas for the purchase journey, handling multiple verticals might result in around 15 personas, which is too much. How do you approach buyer personas in this case? Are personas still essential in this case?
Former SVP of Product Marketing at Quickbase • 2y
The best way to do this is to create buyer persona categories that remain consistent no matter what vertical you’re speaking to, and then tailor those per vertical.For in...
2180 Views
Do you have recommendations for agencies and/or consultants for deep persona development work?
Including research (survey interviews), creating of persona documents, and potentially training teams.
Former SVP of Product Marketing at Quickbase • 2y
I do have a list of consultants for different types of work, including market research! Reach out to me directly and I’d be happy to connect you, depending on what you’re...
1316 Views
How do you create buyer and customer personas at a B2B early-stage startup if there aren't any customers yet?
What do you recommend just creating a few hypothetical personas initially and adjust/update as you learn of new information, or something else?
Former SVP of Product Marketing at Quickbase • 2y
For an early-stage startup, I recommend you build your segments based on your top use cases, by identifying your hypothetical ICP and testing it in your GTM efforts. Trac...
1401 Views
Former SVP of Product Marketing at Quickbase • 2y
This highly depends on your sales model, but you’ll want to track key sales metrics by segment over time to see how effective your segments are. That could be revenue met...
1068 Views