Deirdre Breakenridge pinpoints different target markets and further audience segmentation within those markets.
- Step back a moment and think about your market.…Would one message suit the same buyer?…It's highly unlikely that one message would resonate…when considering all of the buyers…and their characteristics, needs and values.…Now, it's time to dig deeper…into your go-to-market audience segmentation.…Audience segmentation is the process…of dividing your audience…to reflect specific characteristics…that may influence their purchasing decisions.…When you take the time to segment your audience,…it helps you to develop the strategies…that will target your customers based on their needs,…values and behavioral characteristics.…
When breaking customers into segments,…you want to consider segmentation criteria.…For example, your criteria may be based on…demographic factors such as age, income, education,…religion, marital status, occupation to name a few,…location specific factors…which could be their geographic region…or if they live in an urban, suburban or rural area,…behavioral characteristics including how relevant,…consistent and frequent their behavior is…
LinkedIn Learning (Lynda.com) is a PMI Registered Education Provider. This course qualifies for professional development units (PDUs). To view the activity and PDU details for this course, click here.
The PMI Registered Education Provider logo is a registered mark of the Project Management Institute, Inc.
- Building your go-to-market (GTM) plan foundation
- Assessing whether you need a marketing or GTM plan
- Entering new markets with a competitive advantage
- Developing your product vision and message
- Setting your product price at launch
- Setting up your channel strategy
- Driving better channel performance
- Evaluating KPIs and metrics
- Storytelling and the customer journey