Why Customer Segmentation Matters (And How To Do It Right)

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1. Preferred time of day “Product or feature use” Technographic segmentation

   In Behavioral segmentation

2. Geographic segmentation “People located in different regions have different needs, so it’s important to consider the “where” in the segmentation equation, particularly if geography matters to your organization.” Landscape (Rural vs. urban)

   In Geographic segmentation

3. It’s the difference between sending out a generic blanket email to every customer who has ever purchased a pair of shoes from you vs. sending out a specific message about basketball shoes just to high-earning men between the ages of 25-35 in Denver, CO who play the sport and who’ve shopped with you before. “Sure, the product you are marketing is the same – but when you truly understand who’s on the other end of the conversation, you can position what you’re offering in a specific manner so it resonates with your customers’  needs.” The end result is a better experience for a customer who feels understood as an individual, whether they’re shopping, calling customer support or learning online.

   In Needs-based segmentation

4. There’s more than one way to educate your customers. Knowing what technology they use is key to reaching them in their preferred way. You may use the following criteria to segment your customers according to Technographics: “Software and hardware” Needs-based segmentation

   In Technographic segmentation

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