Become great at segmentation and persona research
Learn how to quickly and precisely gather customer and buyer insights that will transform the way you speak to your buyers.
By Osman Javed,
Head of Product Marketing @ Cresta Intelligence
Course length: 1h 56min
Some of the companies that train their teams at CXL:
After taking this course you’ll…
- Clearly understand customer segmentation, how to evaluate the five types of segmentation, and effectively determine the right mix of segmentation approaches for your go-to-market strategy.
- Learn an easy-to-follow and repeatable 5-step process for building segments that focus and align your business across the customer life-cycle.
- Understand buyer personas, their benefits, and how to effectively apply “The 5 Rings of Buying Insights” when researching your buyers and buying committee.
- Learn a framework for conducting and processing your persona research to develop effective Buyer Personas.
- Apply your segmentation and buyer persona research to develop messaging that resonates with each target market and/or buyer.
This course is essential for you if…
- You want to help product marketing earn a seat at the table when it comes to Go-to-Market and Product Strategy.
- You want to help your organization cut through the noise and develop differentiated messaging and positioning that resonates with your target audience.
- You’re looking for a structured and repeatable framework for bringing unique market-tested perspectives to your business.
This course is NOT for you if…
- You are not looking to understand the voice of your target buyers. This course outlines methods for gathering first-hand research about your target buyers.
- You have already conducted extensive customer and buyer persona research. While the frameworks in this class are helpful to all, they are best understood when put into practice.
- You don’t believe it is product marketing’s responsibility to conduct market and buyer research.
Skills you will master
For the past decade, Osman Javed has been building and scaling product marketing strategies for high-growth enterprise startups. Osman started his career in technology consulting, and after a brief stint in product management, found a passion for product marketing and all things go-to-market.
Osman Javed is currently responsible for Product Marketing at Cresta and previously built Product Marketing functions at Tanium and Zuora.
Your course curriculum
Segmentation and persona research
1 Course Introduction & Overview
2 Understanding Segmentation
3 Segmentation Deep Dives
4 How to Build Segments
5 Buyer Personas
6 Building Personas
7 Bringing it All Together
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Learn Segmentation and Persona Research: FAQ
Who is this course for?
This course is essential for you if…
- You want to help product marketing earn a seat at the table when it comes to Go-to-Market and Product Strategy.
- You want to help your organization cut through the noise and develop differentiated messaging and positioning that resonates with your target audience.
- You’re looking for a structured and repeatable framework for bringing unique market-tested perspectives to your business.
Some careers that will especially benefit from this course are UX manager, product manager, brand manager, digital marketing manager, and ecommerce manager.
What will you learn?
After taking this course, you will:
- Clearly understand customer segmentation, how to evaluate the five types of segmentation, and effectively determine the right mix of segmentation approaches for your go-to-market strategy.
- Learn an easy-to-follow and repeatable 5-step process for building segments that focus and align your business across the customer life-cycle.
- Understand buyer personas, their benefits, and how to effectively apply “The 5 Rings of Buying Insights” when researching your buyers and buying committee.
- Learn a framework for conducting and processing your persona research to develop effective Buyer Personas.
- Apply your segmentation and buyer persona research to develop messaging that resonates with each target market and/or buyer.
What does the course include?
Our Segmentation training includes 8 lessons, 8 downloadable resources, 1h 56min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the Segmentation Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 1h 56min long.