Your product positioning needs to adapt to changing audience needs. How will you ensure it stays relevant?

It's hard to stay on top of trends. I recommend rather than simply paying attention to G2, CB Insights, eMarketer or other industry analysis platforms - go to events and talk to people. Hearing from others in your industry as well as your end users IRL is far more useful and will help you foresee future trends coming your way.

From my personal experience knowledge and data analytics is the next superpower any product marketer can aspire for. I have seen countless times in the home appliance industry where staying ahead of the trends and adapting the positioning have made a big impact. For example lately both Haier and Hisense refrigeration, even though the brands have always had the Chinese made perception from customers but they were ahead of the trend and saw that energy savings & sustainability will be the next thing which lead them to now have the highest energy rating refrigerators in Australia which allowed them to be the market leader in sustainability packed up by energy savings. Energy has always been there but they were able to capitalize on it

Find trends between your: - User Interviews - Social Listening - User Analytics (Events) Once you are able to find major common problems that connect with the human truth your user is experiencing, you will be able to craft messaging that focuses on the user benefit.

Sales and customer success have a lot more interaction than PMMs with customers and if they're good at what they do, they listen actively to them. Talk to sales and customer success and you'll have a lot of insights to use without spending weeks preparing surveys or interviews.

Constant innovation is crucial for successful brand positioning. Engage with your customers to understand their needs and address them through your innovative solutions. Brands remain top-of-mind and capture attention when they actively seek to understand and resolve customer challenges.

Making sure your processes and systems are nimble enough for change is a great way to ensure innovation with your PMM strategy. Dates, trends and priorities are constantly shifting, and building in that knowledge into your process will help you adapt quickly.

Innovate but do it through testing. Doing something that you think if forward-thinking might be a total failure. So test and if every works, then go for more.

You already know your audience is changing, you are a step ahead. Now that you know this, identify HOW the audience is changing. The best way to do this is to understand how your past customers were using your products and what they valued the most and then interview your current customers to identify the same and compare.

Continuous innovation is essential for effective brand positioning. Connect with your customers to grasp their needs and address them with your creative solutions. Brands stay relevant and capture attention by actively understanding and solving customer problems.

One thing I like is cohorts. Customers that have been with you for 3 years are usually different from new customers. Market needs change over time and that's the reason I tend to put them in different groups.

Segmentation can only happen by doing the steps above ^. Segmenting your audience into groups can help you understand your audiences' diverse needs and pain points & how those may change over time. Then you can effectively (re)position your product for each segment based on needs.

In the pursuit of reaching the right audience, I've often fallen into the trap of broad segmentation. It's easy to define broad segments based on demographics or firmographics, but it rarely delivers the desired impact. To overcome this, I adopted a data-driven approach using behavioral segmentation. By analyzing customer interactions and purchase history, I've been able to identify micro-segments with shared needs and preferences. Sharing some advanced analytics to identify evolving micro-segments based on: - Behavioral metrics: Website interactions, purchase history, product usage, content consumption. - Attitudinal data: Survey responses, social media sentiment, customer reviews. - Technographic data: Technology stack, digital maturity.

Be agile in your strategy. Quickly incorporate feedback and data insights to tweak your positioning, ensuring it always meets market needs.