Why segmenting your early adopters critical for growth
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This week, we delve deeper into why segmenting the early adopters ins crucial for growth
Early segmentation is one of the most critical growth flywheel for any early stage startup. Narrowing down to the right user segment from the idea stage itself can be detrimental to the success of your product
In this article, I talk about how we identify this segment and how we leverage them
Introduction
Imagine creating a product that feels like it's made just for you. That's what every founder aims for. By understanding the unique needs of different groups, startups intent to make their users feel special and heard. However,instead of shouting in a crowded room, what if you could directly engage with those for whom the problem is critical enough to solve? This is the user segment that matters hence the importance of segmenting the early adopters
Think of early adopters as your product's best friends. They'll tell you what's cool and what's not, what you should prioritise to make your product even better.
Early stage adopter segmentation is the process of identifying, understanding, and categorising the initial users of a startup's product. These are the users who will provide the most valuable feedback, help refine the product, and become its champions. Just like product validation, segmenting early adopters is an ongoing process, crucial for a startup's growth trajectory.
How to identify the early adopters?
To identify the core audience, start by analysing industry reports, competitor case studies, and conducting surveys. This will give you the insights into which businesses face the challenges your platform addresses. Additionally, engage with industry forums and groups to gather first hand feedback.
Framing the early adopter Segments
Once you have a broad understanding of your potential audience, segment them based on various criteria:
Industry type: e-commerce, retail, tech startups
Business size: Small, medium, large
Geographical location: To understand regional needs
How to identify the early adopters?
To identify the core audience, start by analysing industry reports, competitor case studies, and conducting surveys. This will give you the insights into which businesses face the challenges your platform addresses. Additionally, engage with industry forums and groups to gather first hand feedback.
Framing the early adopter Segments
Once you have a broad understanding of your potential audience,segment them based on various criteria:
Industry type: e-commerce, retail, tech startups
Business size: Small, medium, large
Geographical location: To understand regional needs
Current solutions in use: Complicated/manual process, complex to use, expensive etc.
Segmentation is a journey, evolving as the startup grows:
Discovery: Recognising potential market segments and their unique needs.
Engagement: Crafting tailored strategies to interact with each segment.
Onboarding: Bringing early adopters onboard and ensuring they derive value.
Feedback & Iteration: Using insights from early adopters to refine the product and segmentation strategy.
Who drives early segmentation?
While the entire startup team is involved, the product marketing manager takes the lead, supported by content creators who craft compelling narratives. Their combined expertise ensures that the startup not only identifies the right early adopters but also engages with them effectively.
Creating the Segments:
After segmentation, create detailed profiles for each segment. This will include their specific pain points, goals, and potential objections. This profiling allows you to tailor our messaging and product demonstrations to resonate with each segment.
Segmenting early adopters
Engaging with different segments is a crucial element for early stage startup.
Engaging with early adopters is multi-faceted and tailored to cater to the unique needs of each segment.
For instance, through content marketing, produce materials such as blog posts, white papers, and webinars that address specific pain points of the target segment. Additionally, leverage social media platforms like LinkedIn to target decision-makers within these segments, offering them personalised ads and posts.
Furthermore, email campaigns will be strategically designed to provide valuable insights, highlight product benefits, and offer exclusive incentives for early adopters. Remember, it's all about bringing those early adopters to the table and ensuring they see the value in what you offer.
Attracting early adopters:
Exclusive Offers: Offer them exclusive access, discounts, or additional features.
Referral Programs: Encourage them to refer other potential users in exchange for benefits.
Engage in Industry Events: Represent your platform at industry events, webinars, and conferences to directly engage with potential early adopters.
Strategy breakdown: Breaking the segmentation and engagement process for early adopters:
Marketing Mind: The Power of Storytelling in Segmentation:
For product marketing managers storytelling isn't just a skill—it's an art. It's about crafting narratives that resonate with early adopters. Through compelling stories, startups can highlight their product's value, address user pain points, and build a loyal user base.
To master storytelling:
Understand your audience deeply.
Highlight real-world benefits, not just features.
Use feedback to refine your narrative.
Stay authentic and relatable.
In essence, for successful early adopter segmentation, a startup's storytelling prowess is paramount.
Conclusion & Call to Action:
Segmenting early adopters is more than just a marketing strategy—it's the foundation for a startup's growth. With the right approach, startups can ensure they're addressing genuine user needs, building lasting relationships, and setting the stage for long-term success.
If you found this article insightful, please share your thoughts. And if you know someone who'd benefit from these insights, do share it with them! Complicated/manual process, complex to use, expensive etc.
Segmentation is a journey, evolving as the startup grows:
Discovery: Recognising potential market segments and their unique needs.
Engagement: Crafting tailored strategies to interact with each segment.
Onboarding: Bringing early adopters onboard and ensuring they derive value.
Feedback & Iteration: Using insights from early adopters to refine the product and segmentation strategy.
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