Customer segmentation is one of the most important tools in modern marketing, enabling micro-messaging that speaks directly to the distinct needs of individual buyers. Yet many companies overlook segmentation. Sometimes they assume that their market is homogeneous and their message is universally relevant. Sometimes they decide that segmentation can’t be worth it without expensive tools and consultants.
But customer segmentation can evolve with scale, from founder intuition to predictive analytics. While your budget may not support focus groups and cluster analysis, informed segmentation is foundational to the development of value propositions and messaging frameworks. The key to getting segmentation right is understanding how to layer on additional information as it becomes available.
This piece outlines four stages of segmentation maturity, providing practical tips for navigating each one. If you’re building a marketing strategy that grows with your business, download the full article here.
