Choose channels for market segmentation and targeting on evidence of where the audience decides.
Designing Market Segmentation and Precise Audience Targeting Strategies
An applied course in market segmentation and targeting built around the decisions practitioners actually face.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about market segmentation and targeting that tries to reach everyone reaches nobody. Buyers now complete much of their decision on segmentation and targeting before speaking to anyone. Each session closes with a decision the participant must justify about this area of marketing and commercial practice in their own setting. Across sectors, teams that rehearse market segmentation and targeting outperform teams that only plan it. It treats the marketing and commercial practice discipline as an operating discipline and equips participants to run it as one. It is pitched for practitioners with responsibility for segmentation and targeting, not for observers of it. Participants gain a realistic view of what market segmentation and targeting costs and what it returns. Most organisations already have a policy on segmentation and targeting; far fewer can show it working. It ends with a prioritised list of changes to the wider marketing and commercial practice agenda that the participant is prepared to defend internally.
Expected Learning Outcomes
Design the customer journey for segmentation and targeting across the touchpoints that actually influence the decision.
Build a register of the risks attaching to market segmentation and targeting and keep it current.
Design the retention and win-back approach for segmentation and targeting.
Align market segmentation and targeting with the wider objectives of the commercial team rather than optimising it in isolation.
Test the organisation's response to segmentation and targeting under conditions that are less than ideal.
Plan expansion of market segmentation and targeting into new segments or markets deliberately.
Who Should Attend
Agency and consultancy staff supporting clients on market segmentation and targeting.
Sales managers leading teams that deliver segmentation and targeting.
Customer experience managers improving market segmentation and targeting.
Managers with direct responsibility for segmentation and targeting within the commercial team.
Consultants and advisers supporting clients on market segmentation and targeting.
Retail and channel managers executing segmentation and targeting in the field.
Course Modules
Market segmentation and targeting: channels, content and creative
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on market segmentation and targeting
- Record what was learned when market segmentation and targeting did not go as planned.
- Compare the cost of segmentation and targeting with the cost of its absence.
- Map the decision journey for market segmentation and targeting and mark where the choice is actually made.
- Select channels for segmentation and targeting based on evidence, then cut the rest.
Session 2The claim about segmentation and targeting competitors cannot copy
- Write down the assumptions underpinning the approach to market segmentation and targeting.
- Measure lifetime value from segmentation and targeting, not just first purchase.
- Identify the data already collected that bears on market segmentation and targeting.
- Identify where judgement in segmentation and targeting is legitimate and where it is not.
Segmentation and targeting: the customer journey and decision points
2 sessions · 8 pointsSession 1Building lasting competence in segmentation and targeting
- Build the content that answers the buyer's real question about market segmentation and targeting.
- Set out the decisions in segmentation and targeting that require sign-off and by whom.
- Build the internal briefing that explains market segmentation and targeting to those affected.
- Prepare the summary of segmentation and targeting that senior management will read.
Session 2Handling the objection to segmentation and targeting that ends most conversations
- Distinguish symptoms from causes when market segmentation and targeting underperforms.
- Set the review interval for segmentation and targeting and who attends.
- Establish what evidence demonstrates market segmentation and targeting is under control.
- Set the discount authority for segmentation and targeting and require justification.
Segmentation and targeting: positioning and the honest claim
2 sessions · 8 pointsSession 1Qualifying out of segmentation and targeting early and without guilt
- Plan the sequence in which improvements to market segmentation and targeting will be introduced.
- Set objectives for segmentation and targeting in revenue terms with a timeframe.
- Anticipate the objections market segmentation and targeting will raise and prepare the answers.
- Test creative for segmentation and targeting at small scale before full commitment.
Session 2Where market segmentation and targeting typically breaks, and why
- Assign responsibility for keeping documentation of market segmentation and targeting current.
- Choose the next segment for segmentation and targeting and state why it is next.
- Define qualification criteria that disqualify quickly in market segmentation and targeting.
- Design the retention action triggered when a customer of segmentation and targeting goes quiet.
Segmentation and targeting: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Choosing channels for segmentation and targeting on evidence
- Review whether short-term tactics on market segmentation and targeting are damaging the brand.
- Draft the minimum viable go-to-market plan for segmentation and targeting.
- Write the positioning claim for market segmentation and targeting and test whether a competitor could say it too.
- Agree the indicators that will show whether segmentation and targeting is improving.
Session 2Reviewing segmentation and targeting when nothing has gone wrong
- Structure pricing for market segmentation and targeting against perceived value.
- Compare cost of acquisition against value in segmentation and targeting.
- Document the sales process for market segmentation and targeting so a new joiner can follow it.
- Script the three most common objections in segmentation and targeting and the responses.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.