Article
Who's who: Understanding your business with customer segmentation
Intercom Free Intermediate
A practical look at how Intercom itself built customer segments across a growing team, useful because it shows the operational side, who owns the segmentation, how it is used day to day, that most ICP essays skip. Good reference once you are past the definition stage and into how do we actually use this.
- Segmentation needs input from every team that touches the customer, not just marketing.
- Turn your ICP into filterable segments your team can act on inside your own tools.
- Revisit segments as the product and customer base change, don't treat them as fixed.
