Step 2. Audience segmentation

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So, we found out that the main problem in promoting a product is not so much differentiating from competitors, but demonstrating “How the product can solve a specific problem.” That is, promotion is needed through the Jobs to Be Done of buyers, and not the advantages of the product.

At the solution development stage, we interviewed the customer's sales manager and wrote down all the ways she knew of using the cable at that time.

We grouped the application methods by the industries of the purchasing companies and created a mind map with audience segments chinese overseas america database “Industry + application method of heating cable”. For each segment, we checked the presence and frequency of hot and near-target queries.

The diagram below shows a small fragment of this map.


After developing the map, we created a matrix that reflected Jobs to Be Done for each industry, determined seasonality for each segment based on CRM data, and determined the segment priority based on the frequency of requests.