Love this idea and can definitely see how it strengthens messaging.
But I feel like that’s only one part of the GTM equation. The other part is the how you reach the segment (the channels you prioritize).
One of the reasons why firmographic segmentation is helpful is because companies in the same industry that are the same size often buy in similar ways through similar channels. Can you say the same thing about the companies in the same pain segment?
Truthfully, this is mostly a problem for startups with limited resources (maybe not your audience) or if you pursue channels outside of outbound or ABM, but maybe that was your thought process.
Curious to hear your take. (Sincerely. Not trolling.)
Howdy, Garrett. I'm dashing this off to you while waiting for a flight, so forgive me if I'm too blunt: Pain-based segmentation inherently increases channel efficiency, not just messaging effectiveness. When we target companies experiencing acute pain, their urgent need fundamentally changes their buying behavior.
I'd encourage you to explore our Substack further. We address how to use public data to find companies experiencing the pain and how to create messaging that address that very same pain. We've been somewhat limited in our channel approach, largely as we work to develop MCP servers that will allow us to more freely operate across channels. For now, we lean into outbound and Clay.com for our systems of actions. As more and more MCP servers are hacked together, you'll se that change quite a bit. We'll be showing off one example on our Friday Livestream, come check it out! https://www.linkedin.com/events/cannonballgtmclayday7326737398640320514/theater/
As a long time Enterprise Sales Rep, I’ve always used ICPs and Personas religiously. However, even that approach could be frustrating because you could have a great territory, lot’s of ICP matching clients, relationships with all the right personas – and still not have a "healthy" pipeline of business. This was because only 5% of your territory were “in market looking for a solution” at any given time.
While we sales folks have always been taught to “find the pain” by talking to people, now there are ways to find - and quantify the pain – because that's the other dirty little secret, a lot of times prospects know they're in pain but can't enunciate what or where the pain is.
And if they can't enunciate and quantify the problem and it's impact, it's hard for them to (a) make it a priority to get done and (b) build a business case for the purchase.
BTW, Doug and Jordan are Clay ninjas (well, Jordan anyways) so they've already got the outreach aspect covered - it just wasn't part of this post.
Killing it guys. Loving every second of this. 🫡
That root canal all the way down to the cancer🤣🤣🤣😂😂💀
Keengan! We owe you a chat. Sorry mate. Crazy schedule between the two of us. I'll hit you back before EOW.
Love this idea and can definitely see how it strengthens messaging.
But I feel like that’s only one part of the GTM equation. The other part is the how you reach the segment (the channels you prioritize).
One of the reasons why firmographic segmentation is helpful is because companies in the same industry that are the same size often buy in similar ways through similar channels. Can you say the same thing about the companies in the same pain segment?
Truthfully, this is mostly a problem for startups with limited resources (maybe not your audience) or if you pursue channels outside of outbound or ABM, but maybe that was your thought process.
Curious to hear your take. (Sincerely. Not trolling.)
Howdy, Garrett. I'm dashing this off to you while waiting for a flight, so forgive me if I'm too blunt: Pain-based segmentation inherently increases channel efficiency, not just messaging effectiveness. When we target companies experiencing acute pain, their urgent need fundamentally changes their buying behavior.
I'd encourage you to explore our Substack further. We address how to use public data to find companies experiencing the pain and how to create messaging that address that very same pain. We've been somewhat limited in our channel approach, largely as we work to develop MCP servers that will allow us to more freely operate across channels. For now, we lean into outbound and Clay.com for our systems of actions. As more and more MCP servers are hacked together, you'll se that change quite a bit. We'll be showing off one example on our Friday Livestream, come check it out! https://www.linkedin.com/events/cannonballgtmclayday7326737398640320514/theater/
Very cool. Thanks
As a long time Enterprise Sales Rep, I’ve always used ICPs and Personas religiously. However, even that approach could be frustrating because you could have a great territory, lot’s of ICP matching clients, relationships with all the right personas – and still not have a "healthy" pipeline of business. This was because only 5% of your territory were “in market looking for a solution” at any given time.
While we sales folks have always been taught to “find the pain” by talking to people, now there are ways to find - and quantify the pain – because that's the other dirty little secret, a lot of times prospects know they're in pain but can't enunciate what or where the pain is.
And if they can't enunciate and quantify the problem and it's impact, it's hard for them to (a) make it a priority to get done and (b) build a business case for the purchase.
BTW, Doug and Jordan are Clay ninjas (well, Jordan anyways) so they've already got the outreach aspect covered - it just wasn't part of this post.
Jordan is a Shogun at this point, I think.