Segmentation: How to deal with ‘let’s get everyone’ as a target

EPISODE SUMMARY

95% of startups die because they lack the demand or at least the capture of it, and a lot of these failures have bad segmentation to blame. So what happens when PMMs are getting asked to market the product to everyone? We get a bit more dead inside, right? In this episode, we’re sharing our individual stories on situations where we had to “target everyone”, and how we barely got out alive from them, but also:

→How to identify audience needs and build a GTM strategy

→Examples of businesses doing it successfully

→What great market segmentation looks like

→How powerful storytelling can be

→How to apply it internally

Go outside, it’s getting warmer, and listening to this pod while doing physical activities makes it even more enjoyable. Ciao!

TIMESTAMPS

00:52 – Discussing Target Audience

01:40 – Horror Stories of Target Audience

05:14 – Challenges in Messaging and Segmentation

14:23 – Examples of Poor Market Segmentation

21:49 – Effective Segmentation Strategies

32:15 – The Power of Storytelling

34:35 – Understanding Your Audience

38:19 – Innovative Research Techniques

RESOURCES:

• Mercury 
• Equals
• Arc Browser
• Figma
• Devin Reed
• Clayton Christensen
• Our website