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Customer segmentation

Customer segmentation in B2C organizations is the process of dividing customers into groups based on shared characteristics to inform broad go-to-market motions. Typically leveraging demographic, geographic, behavioral, and/or psychographic dimensions, customer segmentation should be layered-in from strategic planning to last-mile marketing execution. Traditionally, customer segmentation is built on primary research, which can lead to lightly differentiated segments and limited actionality. Layering on statistical modeling and first-party data can ensure that segments can add value across marketing organizations.

Related terms

Buyer journey

Customer journey

Ideal customer profile (ICP)

Market segmentation

Opportunity modeling

Targeting

Relevant content

Agency Services

Case Study

Go-to-Market Strategy

Designing competitive, customer-first positioning using direct research

With buyer insights and research-backed messaging, a large software provider shifted to a customer-first pitch—helping them stay competitive, align sales and marketing, and elevate market positioning.

Resource

Go-to-Market Strategy

10 steps for building foolproof customer segmentations

The right customer segmentation can help marketers and business leaders streamline their processes, drive better responses, and higher-quality customers. But “What does a successful segmentation look like?” Here are 10 steps to segmentation that are adopted and actionable.

Article

Go-to-Market Strategy, Marketing Analytics & Data

The problem with multiple customer segmentations

It can be tempting to create the perfect segmentation; however, multiple customer segmentations are almost always a mistake. Download our checklist "10 Step Checklist for Creating Actionable Segmentations and Personas" for additional insights.