Customer Segmentation Workshop
The customer segmentation workshop is a practical session designed to help sales and marketing teams identify their most profitable prospects.
Calculate profit potential in prospects
We collaborate together to find the common profit identifier across your customer base and use this to find your biggest opportunities for growth
Find out moreFind your top priority customers
Often sales teams focus on high spenders, without fully understanding the potential growth remaining in their client portfolio. This training provides a greater understanding of how to maintain the top spenders while providing more value to clients with high profit potential.
Find out moreCreate a value based marketing proposition
Once the categorisation method has been agreed and potential identified, we then look at what value means to your clients and how high potential can be rewarded with premium services.
Find out more
Customer Segmentation Workshop Core Deliverables
Customer potential calculations
After tailoring training to your client base, sector and industry, the workshop combines AI supported research and internal knowledge to build a potential calculation for your organisation. This section includes:
- A study of current customer performance, structure and commercial necessities
- A look at potential vs actual sales and how marketing gets pulled away from profitable customers
- A comparison between increasing business with current customers vs customer acquisition
- How to define potential and measure it in the client base
Finding your top priority customers
Pareto's Law and your customer potential
Once we have a working model for a customer potential calculation, we then start to apply this to the client base
- Finding the top potential clients and comparing them to current sales revenue
- Segmenting customers based on their potential
- Providing a classification for each segment
- Calculating the market potential and current market share
Building Value into your Customer Segmentation
Creating a tiered marketing value proposition
Once we have defined the customer potential and classified our customers into the relevant potential categories, it's then time to segment the value marketing can provide for each tier.
- What does value mean to each tier?
- How can the organisation show value to its highest potential clients?
- How can marketing deliver segmented value to the client base?
- What metrics can we use to monitor and measure success?
Customer Segmentation Workshop Details
Structure and Timings
This is a practical workshop designed to support marketing segmentation for your organisation’s customer base. Attendees will assess ways to categorise customers, and then create segmentation based on the profitability to the business, followed by a discussion on positioning value and services based on profitability.
Max Number of People Per Session
15 people in a practical workshop setting
Length of workshop session
The Customer Segmentation Workshop can be a half or full day training, depending on your objectives, requirements and interaction from attendees. The basic training plan is for a half-day (4 hour) training workshop.
Book a discovery call
Speak to us about your training requirements
Our Process
Book a Discovery Call
Let's work together to unlock your revenue potential
Book A DIscovery Call
We help your team make sense of the metrics that matter, from understanding traffic sources to mapping full customer journeys. Our tailored, on-site training quickly upskills your team, cost-effectively.
GA4 Training HereOur full day's training on SEO and SEO for AI covers everything your marketing teams need to increase visitors to your website
SEO Training HereDo you need to quickly upskill your team on SEO for AI? Our one-hour crash course provides everything your marketing team needs to improve content for AI
SEO for AI Crash Course HereBespoke Digital Marketing Training: A Case Study
Arboreal Marketing delivered tailored digital marketing training to MIDiA Research, aligning SEO, GA4 and email strategies with their unique business goals and audience needs.
Tell us about your project and we will arrange a discovery call
Customer Segmentation Workshop: Frequently Asked Questions
Switching from current sales to potential sales can unlock rapid growth
Maintaining high revenue clients is important, but organisations that are too focused on current revenue alone miss the potential to increase market share. Often, businesses will have many small clients who could provide rapid growth if their potential were known and resources were dedicated to them. This segmentation workshop helps teams identify the low-revenue, high-potential clients that can be targeted for growth.
Book a Discovery CallSales, marketing and commercial teams are perfect for segmentation training
The customer segmentation workshop covers all facets of knowledge about the client, plus brings teams together to cross-functionally build a value proposition for high-potential clients. The workshop is therefore perfect for marketing and sales teams, plus any commercial colleagues who impact service delivery.
Book a Discovery CallWe provide the skills to your team to build a framework for customers
Attendees will leave the workshop with a clear understanding of how to define potential in the customer base and how to classify customers so that they are tiered based on potential. They will appreciate the balance required between maintaining current high-revenue clients while diverting resources to smaller clients with lots of potential. Attendees will also have the skills to create a value proposition for each tier that reflects their potential to the business, and how to focus resources away from low-potential, high-maintenance clients.
Book a Discovery Call
