New Segment Entry
This checks what from your current positioning and messaging travels into the new buyer segment and what needs to change, builds personas for the new segment's buying group, and puts together a targeted campaign built specifically for them, then runs it.
A new buying group needs its own playbook.
Knowing how to sell to one buying group doesn't mean the playbook transfers when a new one opens up, a Higher-Ed-focused EdTech company moving into K-12 or Corporate Learning, for instance. This practice builds the buyer research, positioning, and personas the new segment actually needs, and builds and runs the campaign behind it.
Segment buyer researchPersona developmentPositioning and messaging adaptationSegment campaign productionCampaign execution