Published: 07 March 2024
Basic firmographic segmentation of power and utilities organizations isn’t enough to drive effective marketing and sales, leading to resources being wasted on the wrong prospects. Product leaders should develop targeted segmentation for specific prospects with focused messaging for their offering.
Without clearly defined enterprise personas for power and utilities organizations, it is more challenging 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 — better enable marketing and sales to gain additional clarity for their efforts by knowing where they can expand their capabilities, and where they should not focus.
Product leaders developing their positioning for the power and utilities industry product planning and strategy should:
Identify power and utilities organizations ready to buy now by
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