Episode Summary: Go-to-Market Plays #13: How to Multiply Your Best Customers

Release Date: July 2, 2025
Podcast: The Marketing Millennials
Host: Daniel Murray
Guest: Tamara Graminski, Founder of PMM Camp and Former VP of Product Marketing at Kajabi and Outbounds

Introduction to the Go-to-Market Plays Series

In the latest episode of The Marketing Millennials, host Daniel Murray introduces the thirteenth installment of his miniseries, "Go-to-Market Plays." This episode focuses on a pivotal strategy for businesses: identifying and multiplying their best customers to enhance growth and market dominance.

Key Segment:

• [00:02] Daniel Murray: Launches the new miniseries and introduces Tamara Graminski as the co-host for the series.

Spotlight on Customer and Market Segmentation

Tamara Graminski takes the lead, emphasizing the importance of effective customer segmentation. She introduces her proprietary "MAP Model"—a framework designed to help businesses identify and prioritize their most valuable customer segments.

MAP Model Breakdown:

1. Measure Volume

   • [01:43] Tamara Graminski: Defines the first step as assessing existing customer data to identify clusters based on demographic, firmographic, psychographic, and behavioral factors.
   • Quote: "It's not just about who you want your customer to be, but who is already showing up."

2. Analyze Performance

   • [04:03] Tamara Graminski: Discusses evaluating each customer segment’s performance using metrics such as conversion rates, average revenue per customer (ARPU), lifetime value (LTV), churn rates, and customer acquisition costs (CAC).
   • Quote: "The data doesn't lie."

3. Prioritize Potential

   • [06:09] Tamara Graminski: Explains the importance of assessing the external market to ensure that the prioritized segments have sustainable growth potential and align with the company's long-term objectives.
   • Quote: "Is this a large and growing market that will support our long-term growth ambitions?"

Practical Application of the MAP Model

To illustrate the effectiveness of the MAP Model, Tamara shares a real-world example from her tenure at Unbounce, where she successfully applied the framework to launch a new AI-powered product, Smart Traffic.

Case Study: Launching Smart Traffic at Unbounce

1. Measure Volume

   • [08:58] Tamara Graminski: Identified three core customer groups:
     • SMBs already using A/B testing.
     • SMBs unaware of or not currently using testing.
     • Large enterprises engaged in testing.
   • Findings: The largest volume was among SMBs not currently testing.

2. Analyze Performance

   • [09:24] Tamara Graminski: Assessed metrics like trial-to-paid conversion rates, retention, and feature adoption.
   • Insights: SMBs not testing had high conversion and activation rates, making them the sweet spot for the new product.

3. Prioritize Potential

   • [11:24] Tamara Graminski: Determined that targeting underserved SMBs aligned with the product roadmap and faced less competition.
   • Strategy: Focused all marketing and product development efforts on this segment, ensuring messaging and onboarding were tailored to their needs.

Outcome:

• [11:34] Tamara Graminski: Emphasizes that this targeted approach led to a successful product launch, highlighting the importance of aligning strategy with data-driven insights.

Key Takeaways and Strategic Insights

• Data-Driven Decision Making: Relying on concrete data rather than opinions ensures that marketing strategies are grounded in reality.
• Flexibility and Regular Reevaluation: Given the dynamic nature of markets, it's crucial to reassess customer segments every six to twelve months or when significant business changes occur.
• Focused Resource Allocation: By concentrating efforts on the most promising customer segments, businesses can optimize their marketing spend and enhance ROI.

Final Thoughts:

• [07:58] Daniel Murray: Reinforces that segmentation is not a one-time task but requires ongoing attention and adjustment.
• [08:11] Tamara Graminski: Agrees, highlighting the necessity of regular analysis to adapt to market shifts and product evolutions.

Conclusion and Community Engagement

As the episode wraps up, Daniel encourages listeners to engage with the Marketing Millennials community by sharing feedback and subscribing to the podcast for more insights from leading marketers worldwide. Tamara expresses her gratitude for participating in the thirteenth episode, underscoring the collaborative spirit of the series.

Closing Remarks:

• [13:19] Daniel Murray: Invites listeners to subscribe, rate the podcast, and share their favorite episodes to foster a vibrant marketing community.

Notable Quotes with Timestamps

• Tamara Graminski [01:43]: "It's not just about who you want your customer to be, but who is already showing up."
• Tamara Graminski [04:03]: "The data doesn't lie."
• Tamara Graminski [06:09]: "Is this a large and growing market that will support our long-term growth ambitions?"
• Daniel Murray [07:58]: "Segmentation isn't just a set and forget it move. You actually have to gut check it regularly."
• Daniel Murray [11:34]: "This approach shaped our entire go-to-market and product marketing strategy for this product completely."
• Tamara Graminski [13:13]: "It's been fun to hang for all 13 episodes."

Final Thoughts

Episode #13 of The Marketing Millennials with Tamara Graminski provides invaluable insights into leveraging customer segmentation for go-to-market success. By adopting the MAP Model, marketers can systematically identify and prioritize their most valuable customer segments, ensuring that their strategies are both effective and scalable. Whether you're launching a new product or refining your existing marketing tactics, the actionable frameworks discussed in this episode are essential tools for sustained business growth.

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