What Is Persona Segmentation in Marketing and Why Is It Important?

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6 min. read
Maria Carpena
Maria Carpena
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Emerging Trends & Research Writer
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In the marketing world, no one is more important than your audience or customers. “Know thy audience” has been the ultimate commandment in this ever-evolving industry.

Our customers, however, are also keeping up with the architect database and are always changing. So how do you catch up to your customers’ evolving needs, attitudes, and behavior toward your brand, products, and services?

Enter buyer personas. Semi-fictional but data-backed characters, buyer personas represent your different target customers. If you create detailed personas, understanding your customers’ needs and communicating with them become much easier.



An important next step after creating buyer personas in marketing is persona segmentation. Read on to learn more about what it is and why persona segmentation is important.

What is persona segmentation?
Persona segmentation is identifying and categorizing similar personas together. You can use varying segmentation methods according to your business and your objectives.

Here are some ways you can segment your personas based on data, along with examples for each method:

Persona segmentation: Product engagement
You can categorize your buyer personas according to how frequently they use your products or how engaged they are with your brand, products, or services.

For example, let’s pretend you offer deep-cleaning home services. Craft newsletter messages and promos specific to how long customers have been using your services.

First-time customers may receive a newsletter about an exclusive offer for new sign-ups on ceiling and floor services. Meanwhile, customers who have been with you for years should receive a different offer.