Published: 12 April 2023
Most providers define their target market segments simply based on firmographics (industry, size of company or geography). Adding relevant detail to segment profiles will deepen product marketers’ understanding of their buyers, resulting in sharper, more effective marketing and sales efforts.
Most providers define target market segments based on firmographics — industry, size of company and geography — but this is not sufficient to truly understand the motivations of the target buyer.
Providers rely on firmographics because unstructured, subjective details about prospects are more challenging, time-consuming and expensive to collect and analyze, but the investment pays off.
Marketing teams tend to market to as large an audience as possible, driven by the conventional wisdom that this results in the largest possible volume of leads.
To improve the targeting and segmentation aspect of a go-to-market strategy, product marketers should:
Sharpen marketing deliverables
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