How can you create relevant and actionable user segments?

As a product marketer, prioritize user attributes by aligning them with your business goals and customer needs. Start by segmenting your user base and identifying key attributes within each segment, such as demographic details, behavior patterns, and pain points. Use tools like surveys, interviews, and data analysis to gather insights. Rank these attributes based on their impact on user decision-making, potential for growth, and alignment with your product’s value proposition. Focus on attributes that drive engagement, conversion, and retention. Continuously validate and refine your prioritization with A/B testing and market feedback, ensuring your marketing efforts are effectively targeted and resonate with your audience.

Comprender profundamente a tus usuarios es clave: Desde lo demográfico hasta lo psicográfico, puedes personalizar tu enfoque para cada segmento creando campa?as más efectivas y dise?ando productos que realmente resuenen con sus necesidades y deseos. Las entrevistas son herramientas valiosas en este proceso, permitiendo adaptar con precisión nuestra oferta para destacar en un mercado competitivo.

To create relevant and actionable user segments, collect and analyze data, identify common characteristics and behaviors, prioritize segments based on potential impact, validate with user feedback, personalize messaging, and continuously refine segments based on performance metrics.

Challenge the conventional segmentation playbook by infusing creativity into your criteria. Instead of sticking to predefined categories, leverage methods like predictive modeling and machine learning algorithms to uncover novel segment dimensions. Embrace experimentation and iteration, allowing insights to emerge organically from data-driven exploration. By adopting an agile approach to segmentation, you can adapt swiftly to evolving market dynamics and stay ahead of the curve in delivering personalized marketing experiences. For example, predictive modeling might reveal distinct segments based on frequency of usage, feature adoption, or engagement levels within your product. This information is gold! ??

Estudia a tu usuario y sus necesidades para conectar mejor con él. Identifica qué busca y valora en productos como los tuyos, y usa esos datos para dirigir tu marketing, asegurando que cada acción esté alineada con tus metas de crecimiento y las ventajas únicas de tu marca.

Unless your product or service is super niche, you will have some diversity in your market types. Start with segmenting your different verticals or applications and define what your ICPs (Ideal Customer Profiles) are for those segments. Then build out the persona's for who feels the pain and who makes the buying decisions. For B2B, I don't care if Joe is typically a dad of 2, but rather what Joe's goals for his position, his team, and his company's success. Ideally, your CRM will be set up to tag your accounts and contacts for better tracking and messaging.

Based on my experience the best segments are: ??Derived from data which follows a three step process of: 1) exploratory qualitative to identify key attributes / drivers of customer choice 2) quantitative methods such as cluster analysis or correspondence analysis to validate segments (based on data from stage 1) with a larger sample AND conduct some causal analysis to identify the most lucrative segments 3) final qualitative insight to add context and nuance to the segments identified during the quantitative stage eg obtain stories, use cases etc., that can provide the inspiration for campaigns. ??Targeted mid to lower down the funnel. Top of funnel is all about building brand / memory structures etc at category entry points.

- Gather comprehensive data from various sources including website analytics, CRM systems, and customer surveys to understand user behavior, preferences, and demographics. - Define specific criteria such as geographic location, age, browsing behavior, purchase history, or interests to segment users into meaningful groups that allow for targeted and personalized marketing campaigns.