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When you’re defining specific market segments
Don’t just focus on demo-, firmo-, and technographics
They may be the easiest things for ad targeting, but they miss a lot
You need to go a layer deeper to answer questions like:
↳ What situation are they in as a company or prospect?
↳ How do they think about and define the problem?(if at all)
↳ What is their job to be done?
↳ What do they care about when searching for a solution?
↳ What is their desired outcome?
You could have 2 buyers that look exactly the same, — the same job title, same size company, same industry — but one could have a very different perspective on the problem they’re trying to solve.
They could be at different stages of maturity that make them care about very different capabilities and features.
They may be in very different situations that influence their buying criteria.
For example, a law firm may be more mature when it comes to using AI and automation in their business, while the other is fundamentally against using it.
On the outside, both may look like candidates for AI contracting software. But only one is a good fit.
That’s why effective positioning is more than just the things you can easily see on the outside. Not to say they aren’t important — and they can be great indicators — but there’s a second layer of more contextual characteristics that the best segmentation and positioning takes into account.
#positioning #productmarketing