Who cares how you segment your market?
It does not matter what you think about your customers - what really matters is what they think about themselves. Many marketers overlook this point and end up talking about their products in ways that the customer can not relate to.
Let’s take a high-tech example that continuously pops up, especially as you have many ex-enterprise-software marketers now marketing software-as-a-service solutions. You might think of the market you’re selling into as the enterprise market - large multinational companies with thousands of employees. If your buyer is not in IT and if she can buy your solution by the drink and expense the cost of it - she is not going to think of herself as an enterprise buyer. So even if you have hundreds or thousands of users like that in a single enterprise, if you start positioning your product as an enterprise solution - your potential buyers will not associate themselves as candidate customers for your solution and never buy it.
It does not matter how you segment your market - always think about what the potential buyers think about themselves…
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November 27th, 2007 at 5:22 pm
[...] emergencemarketing.com wrote an interesting post today!.Here’s a quick excerpt It does not matter what you think about your customers - what really matters is what they think about themselves. Many marketers overlook this point and end up talking about their products in ways that the customer can not relate to. Let’s take a high-tech example that continuously pops up, especially as you have many ex-enterprise-software marketers now marketing software-as-a-service solutions. You might think of the market you’re selling into as the enterprise market - large multinational c [...]