Hello! Welcome to Webeo Futures. Bite-sized educational resources at the forefront of Digital Marketing.

In this video, we will cover 5 ways to ensure your success through audience segmentation

1) Use detailed audience personas to guide your creativity.

Start with your audience’s core set of demographics, such as age, location, ethnicity or family size.

These indicators are a good foundation, but you do still need to build on this data with insights into behaviours, preferences and affinities.

Creating more detailed data-driven personas, will go a long way in reducing the chance of serving irrelevant content to your prospects.

2) Get to know your audience needs with customer journey maps.

Build detailed customer journey maps to establish how your customers interact with your business and on which platforms.

Make sure to plug any gaps in your data and so that you are not making any assumptions. Once you have all of your customer journey data you will have a detailed view of what is driving your customers intent at different stages of the funnel.

Armed with an understanding of what drives your customers, you can map out detailed customer journeys using data and insights to tell you how and where to deliver your message for greatest impact – channels, platforms and format.

By crafting specific content for each point along the journey, you will significantly increase your chances of guiding the customer along to the next stage.

3) Combine your data to get more personalized.

The in-depth data available with both audience personas and customer journey maps, means audience segmentation can be refined to achieve far greater levels of personalization and engagement.

Combining qualitative personas with quantitative behavioral data, you can define highly actionable audiences.

Being this targeted, your content has a far greater chance of resonating with the right people.

Not only this, consumer attitudes are changing – B2B buyers now expect a much higher standard from brands in terms of messaging, personalization and responsiveness to their needs.

4) Investigate usage and the need for more differentiation.

Usage and needs-based customer segmentation will help you get to the heart of what your customers are looking for and how to differentiate your offer from competitors.

Most brands have multiple offerings for each different type of consumer and determining the different uses customers may have for your products or services is a great way to carry out this segmentation.

This approach also helps to identify new audiences who share similar needs.

5) Find out what really engages your audience for more reach.

By establishing what drives your customers you will be able to create content that resonates with them, this will then drive more reach and impressions.

When working on a B2B marketplace drivers such as “next day delivery” would probably resonate more than “free delivery” time is probably more important than cost to a business.

Using these insights to deliver more engaging campaigns will bring your reach to new heights.

What’s more, tracking targeted content will allow you to see when and how different audiences are activated – an insight that can be built into further segmentation and incorporated into future campaigns.

Requirements for Your market Segments

At the end of your market segmentation study, your results should meet 4 tests of actionability:


You must be able to identify segmentation variables that are related to purchase of the product and develop a descriptive profile of the market segment using a combination of variables.


In addition to being able to identify the market segment, you must be able to reach them in an efficient and cost-effective manner.

Do they belong to specific chat groups, newsgroups, or subscribe to online publications? Perhaps they subscribe to one or more computer magazines or have purchased from a specific catalogue.


The market segment must have the ability to purchase. For example, almost all college seniors want to have a new Porsche or Corvette, but few have the ability to purchase such an expensive sports car.


The market segment must produce the differential response when exposed to the market offering. That is, they
must be willing to purchase.

I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.

We have plenty more exciting videos planned, featuring cutting edge expertise. Please follow @WebeoGlobal on LinkedIn to see the latest Webeo Futures assets in your feed, as they go live!