The Importance of Customer Segmentation in Marketing Campaigns.

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Creating a marketing campaign without considering the depth of your audience armenia phone number list is like planning a barbecue without stopping to think if any of your guests have food allergies or dietary preferences.

While it can be frustrating to cater to Sara, who is vegan, Tom, who is kosher, and Linda, who is gluten-free, planning a menu that takes them into account demonstrates three crucial things:

You see them.

He knows them.

You care about meeting their needs.

Just like a good host or a good friend cares about the people they have invited into their home, your marketing campaigns should also take into account the target audience you are targeting (no pun intended).

Plain and simple: In today's fast-paced world, audiences don't have time for brands that make them feel alienated, neglected or invisible. And they certainly don't have time for brands that misunderstand them.

To truly capture the attention of your ideal customer and drive them to conversion, you need to understand the inner workings of your target audience.

Which individual segments belong to the main group?

What subgroups need specialized care?

Who are they really?

What do they need?

Let's take a closer look at customer segmentation, why it's important, and nine ways to segment your audience in targeted marketing campaigns.

What is customer segmentation and why is it important?
Whether you are targeting a broad audience, such as single mothers in the United States, or a niche audience, such as construction project managers in New York, there will always be subgroups of people within each main group.

This is crucial because each pocketbook or “subgroup” has needs that must be met in order for them to like and trust your brand.

For example, if you have a SaaS brand that targets sales companies, your target audience subgroups could be

Sales Directors

Sales Directors

Sales teams

Sales Representatives

Again, while these subgroups have much in common, each has different needs and characteristics that must be taken into account before they can be nurtured.

For example, your sales rep subgroup might be looking for software that offers lead scoring features , while your sales manager subgroup might be looking for a tool that includes a high-level overview of sales for each month.

Your sales teams might be looking for a new customer relationship management (CRM) platform, while your sales managers might be looking for hybrid meeting tools to inform the board and team members of decisions made easily and accurately.

To do this, they can send notes to their team to share information, and this is even more effective if they take minutes at a board meeting to condense all decisions.

By creating segmented campaigns, you can cater to each individual group and avoid alienating subgroups that need specialized attention.


Segmentation .png
Source: Convertflow

This could mean you have one campaign highlighting the benefits of your lead scoring tool, another showing off your dashboard display styles, another promoting your latest CRM , and another promoting your meeting tools and templates.

Imagine if you only focused on promoting your CRM features or creating ads that rave about your lead scoring tool. Unless you convince your subsets to start caring about something they didn’t know they needed, you risk alienating them—or even losing them altogether.