What GTM Teams Get Wrong About Market Segmentation

Most market segmentation relies on outdated firmographic criteria, creating groups that are too broad to be meaningful. We'll show you how to move to multi-layered micro-segmentation.

The Flaw in Basic Segmentation

Labels like "SMB Tech" are dangerously incomplete. A 100-person firm and a 400-person firm have different maturities and buying cycles. Generic grouping leads to generic noise.

A good segment is not just a group of companies that can buy your product. It is a group of companies that need to buy your product right now.

Multi-Layered Micro-Segmentation

• Technographics: What tools are they using today?
• Trigger Events: New hires or funding rounds that signal immediate need.
• Pain-Point Proximity: Hypothesizing the specific problem a segment is facing right now.

The Takeaway

Precision over volume. Create unique campaigns for each micro-segment with messaging that speaks directly to their current context.