Market Segmentation

Create a segmentation model to improve your targeting and pick winning markets.

In today’s environment, customers typically have multiple choices in products or services to meet their needs.  Therefore, increasing revenue and achieving a competitive edge  in existing, as well as new, markets, often boils down to effective customer and market segmentation, identification, and sizing.  Segmentation is also an input for Customer Journey Mapping and content and demand gen marketing efforts to help you tailor your offer (solution, channel, price, touchpoints, communication, and distinct value proposition for each unique segment.) more precisely to different groups. Segments are groups that share a similar level of interest in the same or comparable set of needs

Identify, Size, and Segment New Markets

Segmentation facilitates targeting. Deciding which segments offer the best opportunity and accessibility you must first “get a lay of the land.” This is a critical first step otherwise you’re left with a shotgun approach to the market.  Using our MarketSmart™ Segmentation Methodology or patent-pending Avantage® market opportunity and segmentation tool, or our  fast and fun Customer and Market Segmentation Workshop we can help you find the right answers to the following segmentation-critical questions:

  • Which market segments have unmet needs we could meet?
  • Which customer segments offer the highest revenue and profit potential?
  • How should we position our products or services in order to reach target segments?
  • How can we communicate with target segments?
  • Which segments would give us the highest ROI for our marketing investment?
  • Which new products should we develop?
  • What customer segments exist in our customer base, which ones are profitable and how do we retain these customers?

We enjoy helping businesses of all sizes assess and nail their market opportunities and segments. Here’s how we can help:

1. Complete Collaborative Consulting Engagements.To expedite results and/or for organizations that want to leverage all of VEM’s expertise, maximize knowledge and skill transfer, and benefit from a change management plan,we provide a robust, customized consulting engagement designed to address your unique needs. Together, we work hand-in-hand to build a best-in-class Marketing function for your organization that is fully aligned to business outcomes and ready to demonstrate and achieve excellence.

2. Identify Your Gaps and Needs with our Proven Audits and Assessments. VEM’s Marketing Performance Management help you audit and benchmark your organization’s metrics, overall measures and dashboard assessment. You will be able to see exactly how you stack up against best-in-class organizations that get high marks from the C-Suite for their ability to prove and improve the value of Marketing. By identifying any gaps you have as well as understanding how to address them, we help you dramatically improve your organization’s alignment to help increase Marketing investment.

3. Inspire and Educate Your Team. Whether you choose a workshop or a 1 to 2 hour speaking engagement, VEM can bolster your Marketing team’s skills and capabilities by helping you create your own set of blueprints for action and performance. In either instance, tap Laura Patterson, considered the trusted authority on alignment, accountability, analytics and operational excellence by both organizational Marketing leaders and her peers. Engage VEM to show your team how leading marketers employ improve and prove the value of Marketing and take your accountability.


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