Define target audience

Trigger: A strategic marketing initiative, product launch, or market expansion requires a defined group of customers to address.

1. Aggregate market research and existing customer data
2. Identify relevant demographic, geographic, and behavioral variables
3. Slice the total addressable market using segmentation analysis
4. Evaluate each segment for market size, accessibility, and profitability
5. Select the primary and secondary target customer groups
6. Document detailed buyer personas for the selected segments

Outcome: Specific customer groups are segmented, profiled, and selected as the primary focus for marketing efforts.