Identify and Multiple Your Best Customers - Tamara Grominsky, Kajabi

1. Identify & Multiply
Your Best Customers

2. “
Can you name your company’s
best customer segments?

3. of customers say the experience a
company provides is as important
as its products and services
80%
of instances when a customer
switched from one brand to another
was driven by a lack of relevance
64%
Source: Salesforce & Accenture

4. 3 steps to growth-focused customer segmentation
1 2 3
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5. Identify Your Best
Customers
Step One:

6. MAP your best customers
Measure Volume
Cluster customers based
on shared attributes
Analyze Performance
Validate the business
performance of your
customer clusters
Prioritize Potential
Assess your potential to
win the market
M A P

7. Build your data set
● Demographic
● Geographic
● Psychographic
● Behavioral
Merge with account data
M A P

8. Don’t just turn up the volume. Your largest group
of customers are not always the best customers.

9. Measure Volume
Prepare a segment hypothesis based
on your primary customer clusters.
Cluster customers
based on shared
attributes
M A P

10. Performance
metrics
Conversion
Rate
Churn &
Survivability
Lifetime
Value
(LTV)
Average
Revenue
Per User
Validate performance
Ensure that when you attract more of
your segments they will drive positive
impacts to revenue growth.
M A P

11. Analyze Performance
Review your original segment
hypothesis and select one to three
segments who you’ve validated have
high performance.
Validate the business
performance of your
customer clusters
M A P

12. Can you win the market?
01
Addressable
Market
02
Customer
Acquisition
03
Competitive
Landscape
M A P

13. Prioritize Potential
Proceed with the segments who you’ve
confirmed:
1) You are currently attracting and have
high volumes of
2) Have solid performance in LTV,
conversion and more
3) Are markets that support your growth
ambitions
Assess your potential
to win the market
M A P

14. Create Segment
Profiles
Step Two:

15. Multiply your best
customers
Build relevant go-to-market
to increase the ratio of
segmented customers and
improve business
performance

16. Segment 1 Segment 2 Segment 3
Job to be done
Pains to be relieved
Gains to be achieved
Prefered features
Willingness to pay
Core value prop
Build segment profiles to guide go-to-market

17. Segment 1
Jobs to Be Done Gains
Pains
Functional
Social
Personal
Undesired Outcomes
Obstacles
Risks
Required
Expected
Desired
*Framework from Value Proposition Design by Strategyzer

18. Traditional feature
preference doesn’t work
● How you ask is just as
important as who you
ask
● Avoid a rank-order
approach which
provides very little
value

19. Trade off preference
provides clarity
● Customers must
choose their most
preferred and least
preferred feature
● Allows you to focus in
on the features that
really matter

20. Discover your segment’s willingness to pay
to be so expensive you would not consider
buying?
At what price would you consider the product:
to be getting expensive but you would still
buy?
→
→
to be a bargain and a great buy for the
money?
to be so cheap you would question the
quality?
→
→

21. Segment 1 Segment 2 Segment 3
Job to be done
Pains to be relieved
Gains to be achieved
Prefered features
Willingness to pay
Core value prop
Build messaging your segments find compelling
Communicate
segmented value

22. Design High Converting
Go-to-Market
Step Three:

23. Acquisition
Website Buying Flow
Competitive Campaigns
Onboarding
Product Tours
Onboarding Flows
Engagement
Adoption Campaigns
Monetization
Retention
Winback Campaigns
Cancellation Flows
Build segmented customer journeys

25. Talent
Teams
Sales
Teams

26. MAP Your Best Customers Understand Value Deliver High-Converting G2M

27. 27
Thank You!
Tamara Grominsky
VP Product Marketing @ Kajabi
linkedin.com/in/tamaragrominsky
→
www.tamaragrominsky.com
→