Unpacking Successful Segmentation Strategies
Today Jenny welcomes Courtney Mahlandt, Senior Director of Segment Marketing at Evernorth Health Services. Courtney discusses their journey into segmentation, driven by the expansion of their healthcare services beyond pharmacy benefits. They aim to understand their broader audience and their needs and emphasize the importance of involving multiple internal teams. This meant including sales and product right from the start to make segmentation an organizational effort.
Courtney explains how they used a combination of first-party data and external quantitative data analysis, surveying over a thousand existing and potential buyers. Courtney and Jenny discuss the benefits of segmentation in working smarter across teams and enabling product customization, targeted sales efforts, and more engaging marketing campaigns. Courtney also emphasizes the need for continuous data refresh and adapting to market changes.
Connect with Courtney:
/ courtneymahlandt
Connect with Jenny:
/ jennybristow
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