How to Develop a Product Strategy

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It is important to understand that competitors are already actively using segmentation. According to Altimeter , only 2% of companies do without it. The rest adapt their products and marketing to different categories of customers. If you ignore segmentation, you lose your chances of successful competition.


How to Develop a Product Strategy
Why Most Articles About Target Audience Search Don't Work
They are too general. They say the same thing: "Identify your demographics, research your competitors, conduct surveys." This is useful, but it doesn't change anything if you don't know how to apply this knowledge to your business.

The truth is that simple segmentation by demographics in B2C or firmographic data in B2B no longer works. Customers expect a personalized approach, and businesses need more precise tools. Even behavioral segmentation loses its value if you don’t consider the context in which users operate. Altimeter’s research confirms this: traditional methods are giving way to mixed ones.

The information that your product is bought by Olya, 26, is useless without details. She could be a support manager at an online store or a marketer at a language school. In the first case, she needs tools for working with clients: dialogue history, distribution of requests, quick responses. In the second case, lead generation: pop-ups , chatbots , trigger letters .

Segmentation by gender, age or geography does not tell about the context. Knowing that the client is a woman from Moscow does not help to make the product better or increase sales. Only a deep understanding of the users' motives and tasks allows you to personalize the product and advertising offers.

How to Define Your Target Audience: First Steps
To identify your target audience, you need to understand the needs and list of dubai cell phone number behavior of the people who are most likely to become your customers. This requires data analysis, working with tools, and understanding the market.

Analyze existing customers
Those who already buy your products or use your services are the main source of information about your audience. Analyze them:

Age, gender, geography.
Behavior: Study what they buy, what pages they visit, and what promotions they respond to.
Common ground. Why did these people choose you? Price? Quality? Delivery? Find the common ground to use as a basis for your advertising.
Use a CRM or marketing automation platform to help you collect this data. Even identifying basic segments (like new customers vs. repeat customers) can provide useful insights when you’re starting out.

Research the market and competitors
Studying your competitors helps you understand who else is buying similar products. The strengths and weaknesses of their strategy can show what needs your target audience is not meeting. Focus on the following:

Content and tone. How do your competitors communicate with their audience, in what formats?
Channels. Where are they actively promoting? If competitors are investing in Telegram, this may be a signal that your audience is there.
Ratings and reviews. What do their customers praise or criticize? Use this data to improve your product.
Connect online tools
To understand your audience even better, you can: