Audience segmentation: Why you need it, how to do it

Target audiences are strategically identified groups of customers who are interested in a particular product or service.

Such audiences are the foundation on which every business is based. Research and experience show us that “blanket” advertising or marketing doesn’t work: You can’t sell everything to everyone.

A marketing strategy based on identifying subgroups within the target audience to deliver more tailored messaging for stronger connections.

The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behaviour, such as purchases made in the past.

When segmenting audiences, psychographics come into play when you can access insights about your audience’s personality types, values, attitudes, and beliefs.

In today’s competitive landscape, many B2B companies are reviewing their strategies, which often include a more careful segmentation of target audiences to sell more accurately and budget more efficiently for marketing.

There is no sales growth without dividing your potential buyers into segmented groups. Testing and learning are fundamental parts of the game.

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