Segmentation is About Who Cares the Most
Segmentation is About Who Cares the Most
Effective market segmentation is not about dividing your market into broad demographic or firmographic categories. It's about identifying the group of customers who care the most about the unique value that your product delivers.
A good market segment is defined by a set of identifiable characteristics that make its members particularly receptive to your offering. These characteristics can include:
- Their industry or vertical
- The other products they use
- The skills they have (or don't have)
- The way they do business
- Their attitudes and values
The goal is to find a group of customers who have a specific, unmet need that your product is uniquely positioned to solve. When you find this group, you will find that they are easier to sell to, more likely to be satisfied with your product, and more likely to become advocates for your brand.
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