CMO · Framework · Intermediate · Saves 40+ hours
Customer Segmentation Matrix
A framework for segmenting customers for targeted marketing and communication.
What's included
- Segmentation dimensions
- Data requirements
- Segment definition process
- Segment-specific strategies
- Dynamic segmentation approach
Best used when
- Personalizing communications
- Targeting campaigns
- Allocating resources
- Improving relevance
- Driving engagement
The template
The Template
SEGMENTATION DIMENSIONS
Primary Dimensions
| Dimension | Attributes | Data Source |
|---|---|---|
| Value | ARR, LTV, tier | Billing |
| Engagement | Usage, activity | Product |
| Health | NPS, health score | CS |
| Lifecycle | New, growing, mature | CRM |
| Industry | Vertical | CRM |
| Size | Employees, revenue | Enrichment |
Dimension Prioritization
| Dimension | Impact on Strategy | Data Quality | Use |
|---|---|---|---|
| Value | High | High | Primary |
| Engagement | High | Medium | Primary |
| Health | High | Medium | Primary |
| Lifecycle | Medium | High | Secondary |
| Industry | Medium | High | Secondary |
| Size | Low | High | Tertiary |
DATA REQUIREMENTS
Required Data Points
| Data Point | Source | Update Frequency |
|---|---|---|
| ARR | Billing system | Real-time |
| Contract start | CRM | At signature |
| Usage metrics | Product analytics | Daily |
| NPS score | Survey tool | At collection |
| Health score | CS platform | Daily |
| Industry | CRM/Enrichment | At creation |
| Company size | Enrichment | Quarterly |
| Contact role | CRM | At creation |
SEGMENT DEFINITIONS
Value-Based Segments
| Segment | Criteria | % of Customers |
|---|---|---|
| Enterprise | ARR >$100K | 5% |
| Strategic | ARR $50-100K | 10% |
| Core | ARR $10-50K | 35% |
| Growth | ARR <$10K | 50% |
Engagement Segments
| Segment | Criteria | Action |
|---|---|---|
| Power users | Top 20% activity | Advocate recruitment |
| Active | Above average | Maintain engagement |
| Passive | Below average | Re-engagement |
| Dormant | Minimal activity | Save campaigns |
Health Segments
| Segment | Health Score | Focus |
|---|---|---|
| Healthy | 80-100 | Expansion, advocacy |
| Stable | 60-79 | Engagement, adoption |
| At-risk | 40-59 | Intervention, support |
| Critical | 0-39 | Save, exec escalation |
SEGMENT-SPECIFIC STRATEGIES
Engagement Matrix
| Segment | Communication Freq | Channel Mix | Content Focus |
|---|---|---|---|
| Enterprise + Healthy | Weekly | CSM + Email | Expansion, innovation |
| Enterprise + At-risk | Daily | CSM + Exec | Recovery |
| Core + Power user | Bi-weekly | Email + In-app | Advocacy |
| Growth + Dormant | Monthly | Re-engagement |
Campaign Allocation
| Segment | % of Budget | Campaign Types |
|---|---|---|
| Enterprise | 40% | Events, 1:1, executive |
| Strategic | 30% | Webinars, targeted |
| Core | 20% | Automated, digital |
| Growth | 10% | Self-serve, community |
DYNAMIC SEGMENTATION
Trigger-Based Segment Changes
| Trigger | From | To | Action |
|---|---|---|---|
| NPS drops to 6 | Healthy | At-risk | Alert CSM |
| Usage +50% | Passive | Active | Advocacy ask |
| Renewal in 90 days | Any | Renewal focus | Renewal campaign |
| Contract expansion | Any | Upsell | Upgrade path |
Re-Segmentation Schedule
| Dimension | Review Frequency |
|---|---|
| Value | At contract change |
| Engagement | Weekly |
| Health | Daily |
| Lifecycle | Monthly |
Frequently asked questions
What is the Customer Segmentation Matrix?
A framework for segmenting customers for targeted marketing and communication.
Who is the Customer Segmentation Matrix for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Segmentation Matrix take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Segmentation Matrix free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Segmentation Matrix?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.