Fine-tune your customerfocus with segmentation

Segmentation Certified equips you with a tried and tested framework to identify and understand your best customers to deliver hyper-focused campaigns everytime.
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Course
overview 

Don't let segmentation become a hurdle to your growth.

With this Segmentation Certification, you'll learn to create foolproof segmentation strategies that’ll give your offering a competitive advantage...

You'll learn to build a value-based segmentation strategy, identify your best customers, and understand the true value they seek.

By the end of this course, you'll be able to understand your customers more effectively, to efficiently allocate resources for a targeted approach each time.

Let's transform segmentation from a complex task to your key lever for growth.

Chapters

  • What to expect in this course
  • Your course pack
  • Resource library
  • An intro to segmentation
  • Applications for segmentation
  • Segmentation vs personas
  • Activity #1 | Applying segmentation
  • Exam | Intro to segmentation

Chapters

  • MAP your best customers
  • Stage 1: measure volume
  • Stage 2: analyze performance
  • Stage 3: prioritize performance
  • Selecting your segments
  • Activity #2 | Data request form
  • Exam | MAP your best customers

Chapters

  • Creating your profiles
  • Activity #3 | Segment hypothesis worksheet
  • Jobs, pains & gains
  • Activity #4 | Jobs, pains and gains interviews
  • Pricing value
  • Completing the segment profile
  • Activity #5 | Compile your segment profile
  • Exam | Create segmented profiles

Chapters

  • Audit customer sentiment
  • Onboarding
  • Engagement
  • Retention
  • Completing your audit
  • Activity #6 | Build a Go-to-Market strategy
  • Exam | Build a segmented GTM strategy

Chapters

  • Measuring success
  • Activity #7 | Measure & iterate
  • Exam | Measure & iterate

Chapters

  • Consolidated action plan

Chapters

Modules

Modules

Modules

Introduction

Chapters

  • What to expect in this course
  • Your course pack
  • Resource library
  • An intro to segmentation
  • Applications for segmentation
  • Segmentation vs personas
  • Activity #1 | Applying segmentation
  • Exam | Intro to segmentation
MAP your best customers

Chapters

  • MAP your best customers
  • Stage 1: measure volume
  • Stage 2: analyze performance
  • Stage 3: prioritize performance
  • Selecting your segments
  • Activity #2 | Data request form
  • Exam | MAP your best customers
Create segmented profiles

Chapters

  • Creating your profiles
  • Activity #3 | Segment hypothesis worksheet
  • Jobs, pains & gains
  • Activity #4 | Jobs, pains and gains interviews
  • Pricing value
  • Completing the segment profile
  • Activity #5 | Compile your segment profile
  • Exam | Create segmented profiles
Build a segmented Go-to-Market strategy

Chapters

  • Audit customer sentiment
  • Onboarding
  • Engagement
  • Retention
  • Completing your audit
  • Activity #6 | Build a Go-to-Market strategy
  • Exam | Build a segmented GTM strategy
Measure & iterate

Chapters

  • Measuring success
  • Activity #7 | Measure & iterate
  • Exam | Measure & iterate
Next steps

Chapters

  • Consolidated action plan

Chapters

Modules

Modules

Modules

Our stats

3+
Hours of content
5
Modules
37
Exam questions
9
Templates
7
Coursework tasks

“Fantastic masterclass on segmentation delivered with real gusto by Tamara. The resources you are given to create your own segmentation are second to none. Brilliant foundation that will sustain any Product Marketer for many years. Tremendous value for money.”

Sean Broderick

Director GTM & Product Marketing

"The content is really really friggin' great. Tamara's obviously got a masterful grasp on segmentation, and the best part is that it's not presented at a theoretical level where you're left thinking, "That's nice, but how the hell do I actually DO segmentation?" Tamara provides a plethora of frameworks, templates, and real-world examples that somehow both gives you the confidence that you know what you need to do and provides a reality check on what you need to do it well.”

Tim Hinds

Co-founder, Product & Marketing

Download
your brochure 

Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program
5 star ratings from:
VP of Product Marketing & Lifecycle

Tamara is the driving force behind PMM Camp, the premier destination for product marketing leadership. Her mission is to ignite individuals' passion for product marketing, foster meaningful connections, and assist them in excelling in their careers. Whether you join her vibrant community, subscribe to her insightful weekly newsletter, or engage her as your personal coach, Tamara is committed to helping you blaze a trail to PMM leadership. She aims to construct impactful careers with the best strategies around.

Your
instructors 

No items found.

By the end of the course
‍‍you'll be able to...

Drive value

Discover the true value your customers seek, aiding in product development and pricing strategy for maximum profitability.

Increase conversions

Build high-converting Go-to-Market strategies, ensuring your product or service reaches the right audience at the right time.

Measure success

Develop the skills to evaluate the success of your segmentation strategy, allowing for continuous improvement and growth.

What's
‍‍included  

01
Content

Engage with expert video tuition from segmentation specialist Tamara Grominsky, who'll share her knowledge, tips, and proven strategies for successful segmentation.

02
Coursework

Dive into seven practical activities designed to consolidate your segmentation skills and give you the hands-on experience you need to master this crucial aspect of product marketing.

03
Exams

Test your knowledge throughout the course with regular exams, ensuring you're confident in your new skills and ready to apply them effectively.

04
Templates

Get access to 10 tried, tested, and vetted templates that'll simplify your segmentation process, so you can hit the ground running with proven strategies.

05
Access

Enjoy unlimited and lifetime access to the course. So you can revisit lessons, refresh your skills, or dive deeper into specific areas anytime you want.

06
Certification

Earn your coveted Segmentation Certification, that'll help you stand out in the job market and boost your professional profile.

07
Community

Become a part of the largest PMM community, connecting with other product marketers to share experiences, gain insights, and broaden your industry network.

08
Support

Benefit from continuous support from our dedicated team. We're here to guide you through your learning journey and answer any questions you may have.

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

MAP framework diagram

Data request sheet

Segment hypothesis

Jobs to be done canvas

B2B segment profile interview questions

Segment profile template

Customer email template

Customer sentiment audit checklist

Segmentation measurement plan

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this certification plus 25 others
with Pro+ membership 

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual certification
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Industry advantage: You'll gain a competitive edge by acquiring this industry-recognized masters.

Expert guidance: Benefit from expert wisdom, lending credibility and effectiveness to your marketing efforts.

Career progression: Enhance your career prospects by mastering a key aspect of product marketing and drive organizational growth.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

FAQS

Who’s this Segmentation Certified: Masters for?

This course is tailor-made for product marketers with at least a year's experience under their belt. It's also a great fit for senior roles in product marketing or general marketing, like Head of Product Marketing, Director, VP, and even CMOs. Oh, and startup Founders and CEOs will find it super valuable, too!

How long will it take me to complete the Segmentation Certified: Masters course?

Well, the beauty of this course is that it's self-paced! However, most students complete the course and ace their exams in about 3 hours. So, you can become a segmentation master in just a day! But remember, no rush – you can take all the time you need!

What happens once I’ve completed the Segmentation Certified: Masters course?

Once you've completed the course, it's celebration time! You'll earn your coveted Segmentation Certification Masters. Plus, you'll have lifetime access to the course content, so you can always refresh your knowledge. And of course, you'll be ready to nail segmentation in your own organization. Go you!

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.

Students like you
‍‍always love...

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Level up your personas! This course offers practical tips, real-life case studies, expert advice, and persona examples to create game-changing personas.

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Messaging Certified Masters

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The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

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Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

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Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

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Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets