WBIGTM Epsiode 4: Segmentation, Targeting & Positioning

#WBIGTM Episode 4: Segmentation, Targeting & Positioning with Louis Fernandes & Simon Daniels

Segmentation, targeting, and positioning form the backbone of any successful GTM strategy. Many SaaS companies though fall into the trap of adopting a scattered approach, effectively creating a blancmange of inconsistent messaging and poorly aligned sales efforts that must be overcome. 

Listen on as we discuss the critical role of segmentation, targeting, and positioning in developing a successful B2B SaaS go-to-market strategy. Accurate segmentation, including firmographic, technographic, behavioural, and use case segmentation, ensures that resources are allocated effectively and growth opportunities are not missed.

This includes careful ICP development, including what Simon refers to as buying-group ICPs, that describe the make-up of all the personas making a purchase decision. Targeting involves aligning product delivery with the specific needs of organisations, requiring a detailed understanding of the target audience.

Positioning focuses on communicating how the product addresses customer needs and resonates with their desired outcomes, forming the backbone of an effective strategy. Louis and Simon make reference to the excellent segmentation, targeting, and positioning that accounting software vendor Xero has undertaken for their market.