Segmentation and Targeting: Pick Customers You Can Win
Segmentation, Targeting & Audience Definition: leave with a segment attractiveness scorecard, chosen target and an evidence-based persona.
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Learn this topic with a mentor
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- Bring your own work — code, campaign, report or plan
- Mentor matched to this topic
- Time, format and fee confirmed by email first
What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why segmentation, targeting & audience definition matters — the common problem: The target audience is "everyone", so budgets and messages are spread too thin.
- 2Core concepts in plain language: Demographic segmentation, geographic segmentation, psychographic segmentation, behavioral segmentation, needs-based segmentation, benefit segmentation
- 3Going further: firmographics, technographics, customer personas, ideal customer profiles, buying committees, audience prioritization
- 4Framework walkthrough: Segmentation–Targeting–Positioning
- 5Practical workflow, built live: A segment attractiveness scorecard, chosen target and an evidence-based persona.
- 6How to measure it: New customers, Acquisition cost, Conversion rate, Contribution margin
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Marketing executives and managers
- • Business owners doing their own marketing
- • Freelance and agency marketers
You'd leave with
- A segment attractiveness scorecard, chosen target and an evidence-based persona.
- A working understanding of Segmentation–Targeting–Positioning
- A short list of measures to track: New customers, Acquisition cost, Conversion rate
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