This episode of Revenue Today features guest host Iris Zarecki, Director of Product Marketing at Explorium, for a discussion on Market Segmentation Strategies Steering Through Uncertainty. Today, she is joined by John Buten, Principal Analyst at Forrester, to talk about the ideal customer profile in targeting and segmentation.

John discuses utilizing market segmentation to get through uncertainty in the markets and the elements of targeting the business' ideal customer profile. Iris also shares her insight on the challenges of traditional segmentation and how to find and use data that will actually help fuel growth.

Takeaways

• Understand what drives buyers' needs and you'll see more opportunities even when growth isn’t visible
• The biggest challenges involve finding the right data and actually using that data to get the most value

Quote of the Show

"You wanna use the data to understand these buyers as markets shift and really try and understand them on the basis that matters to your company and that matters to your buyer based on how their needs differ. And when you do that you'll find lots of different kinds of opportunities." - John Buten

Connect with Iris in the links below:

• LinkedIn: https://www.linkedin.com/in/iriszarecki/
• Website: https://www.explorium.ai/

Find out more about John in the link below:

• LinkedIn: https://www.linkedin.com/in/johnbuten/

Ways to tune in:

• Amazon Music
• Apple Podcast
• Spotify
• Google Podcast
• YouTube: https://youtu.be/6KEho9RSaHs