Segment by Job and Stage
Combine STP and JTBD to create lifecycle segments with distinct messages and actions.
The reframe: a segment is not real until it changes the lifecycle decision. Segment for difference that matters STP starts with dividing the audience, but lifecycle marketers should ask whether the division changes what the customer needs next. Company size, role, product plan, lifecycle stage, behavior, and job context can all matter. None of them matters automatically. Target where the path is worth serving Not every possible segment deserves a bespoke journey. Target the segments where the behavior is valuable, the need is distinct, and the team can actually serve the path without creating operational debt. Position around the job…
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