Segmentation
Build customer segments that change actions, not just labels.
Segmentation is not classification for its own sake. A segment is useful only when it changes message, owner, SLA, offer, or retention strategy.
Segment Types
| Type | Purpose | Example |
|---|---|---|
| Fit | Identify good customers | ICP A/B/C, industry, size, budget |
| Intent | Identify timing | Pricing visits, demo request, repeat visits |
| Value | Allocate resources | ARR, LTV, expansion potential |
| State | Time intervention | New, onboarding, active, risk, dormant |
| Behavior | Personalize action | Feature usage, purchase cycle, content response |
| Relationship | Understand buying structure | Champion, buyer, user, admin |
Good Segment Conditions
- The same customer lands in the same segment regardless of who checks.
- Each segment has a different action.
- Segment changes are automated or semi-automated.
- Segments are large enough to operate.
- The segment links to revenue, retention, satisfaction, or cost.
Priority Score
Segment Operating Table
| Segment | Rule | Default action | Owner |
|---|---|---|---|
| High Fit / High Intent | ICP A and recent high-intent behavior | Sales touch within 24 hours | Sales |
| High Value / Low Adoption | High-value account with weak core usage | Re-onboarding or QBR | CS |
| Risk / Renewal Soon | Renewal within 90 days and usage decline | Risk review and recovery plan | CS Lead |
| Dormant / Low Value | Long inactive and low LTV | Automated nurture or hold | Marketing |