Segmentation (and its first cousin, personalization) matters more than ever in a digitally transformed world.
And while your buyer persona strategy will definitely help you set and iterate on your own segmentation, many times, you're at least a tad curious about how your competitors segment their customer base.
Without the need for any third-party apps, here's a quick way to size up how your competition sees their customer segmentation:
- Visit their website home page. Are there two or more boxes/buttons that lead to pages specific to a certain kind of buyer? (Chances are, if these elements get prime real estate on the home, these are core buyer personas.)
- Look at the top/bottom website navigation menus. We're after the same kind of pages, often framed in "Who We Help" or something similar. Again, this telegraphs customer segmentation strategy.
- Visit some landing pages and look for forms with contact properties/fields with drop-down lists asking something along the lines of, "Which of the following best describes you?" (If there's a chatbot being used to qualify leads, you can often find the same referenced contact property/field, to confirm the customer segmentation strategy further.
What have you found when you’ve looked for your competitor’s segmentation strategy? Let me know in the comments.
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