Published: 20 July 2023
Simple firmographic segmentation of insurers isn’t enough to drive highly effective marketing and sales activities and leads to resources wasted on the wrong prospects. Product leaders should develop narrow segmentation that targets only those prospects that are the true best fit for their solution.
Without a clearly defined ideal enterprise persona, for insurance, it’s impossible to prioritize and focus marketing and sales resources on the profitable buyers — those that are likely to expand and renew.
Building out additional attributes of enterprise personas — both acceptable and unacceptable — will help both marketing and sales gain additional clarity for their efforts by knowing where they can go broader, and where they should not waste their time.
Product leaders developing their positioning for insurance industry product planning and strategy should:
Identify insurers most ready to buy from you now by developing an enterprise persona that
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