Have you tried tagging prospects to a Jobs-to-be-Done persona?

Here's what I'm thinking, let me know if you agree

Tagging prospects to a segment is simple, right? You just click on a field and select “Middle-aged Mike, or Happy Housewife.” Automating it with data enriched in a CDP is even simpler because we know that Jane is likely married and obviously, she is home taking care of things. 🤣🤣🤣 This is generally how marketing segmentation looks - I’m serious - because marketers need to use cheap, easy, and available pathways to groups of people that have common attributes.

But they also make it so hard on themselves. The machinations that teams go through to come up with these segments is comical to watch. They are never a logical disaggregation of the market participants. Finding mutually exclusive attributes for a single persona is a frustrating exercise, and even more frustrating to consume and use effectively.

In fact, they are useless…which is why…