Market Segmentation

The Fundamental Step for Success: Identify Your Market and Focus

A well-crafted Go-to-Market (GTM) plan is crucial for any business looking to launch new products or expand into new markets

The purpose of market segmentation is to identify your target customers and classify them into tiers, from high-priority where you'll focus on generating revenue, to lower priority. The end result should clearly categorize customers into 4 to 5 tiers based on your company’s products and needs.

Essential Customer Segmentation Types

The main objective is to divide the target market into tiers, allowing companies to categorize their customers into different levels.

Companies may use different segmentation methods such as mentioned below, dual approach, or even scoring systems to determine customer placement within each tier.

Geographic Segmentation

Geographic segmentation divides a market into regions or countries based on geographic boundaries, enabling companies to focus on the most relevant areas for their products or services. The strategy prioritizes high-potential and strategic markets, typically grouping customers into three to five tiers based on market demand and importance. This approach ensures efficient resource allocation and maximizes impact in each region.

What Our Customer Will Get in the Study

Market Analysis

Conduct a thorough analysis of the market to identify top "value" accounts that should be the primary focus.

Review competitors’ strategies, highlighting where they are focusing and identifying gaps in the market where your business can gain a competitive advantage.

Pinpoint high-potential sectors and regions where the company’s offerings are most relevant and have growth potential.

Segmentation Criteria

Define clear criteria for segmenting your customers, which could be based on factors such as company size, industry, revenue, or geographic location.

Develop a system to split your customer base into the appropriate tiers. This could involve single-tier, dual-tier, or a scoring approach, depending on what best suits your business model.

Ensure customers are segmented into distinct tiers (typically ranging from 3 to 5) to align focus and resources efficiently.

Tiered Account
Implementation

Using the defined criteria, we will map existing accounts into the appropriate tiers, creating a structured and clear customer list for each level.

An actionable framework will be established to ensure top-tier accounts receive focused attention, while mid- and lower-tier accounts are managed efficiently.

A methodology will be developed for account transfer and adjustments, ensuring smooth transitions and clear expectations for changes in account criteria.

Targeting Strategy

We will deliver a high-level sales strategy, tailored for each customer segment across sales, marketing, and channels. This includes key tactics for engagement, account management, and resource allocation, aligned with each tier’s importance.

For example, Tier 1 accounts will be handled by senior account managers with a high-touch approach, while Tier 2accounts will be managed by demand generation and junior sales teams. The strategy will outline how channels are mapped to each tier, where demand generation will focus, and how messaging will differ, ensuring targeted and efficient efforts for each segment.

Target Profiles & Messaging

Develop detailed target profiles that represent the key personas within those segments. This includes identifying the decision-makers and champions who have the most influence on purchasing decisions or adoption.

Customized messaging to align with the needs, pain points, and goals of each persona, ensuring that communication strategies resonate and drive engagement. This tailored approach ensures that the right message reaches the right people, maximizing the chances of success for each tier.

Develop precise product pitches that resonate uniquely with each customer category, ensuring relevance and impact.

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Market Segmentation

The Fundamental Step for Success: Identify Your Market and Focus

Essential Customer Segmentation Types

What Our Customer Will Get in the Study

Market Analysis

Segmentation Criteria

Tiered Account
Implementation

Targeting Strategy

Target Profiles & Messaging

CRM Integration

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