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ICYMI, we sat down recently with @camillericketts at @NotionHQ to go behind-the-scenes on how the team thinks about customer segmentation for a product with seemingly endless use cases.
A
of 2 big takeaways...
A
of 2 big takeaways...
TAKEAWAY 1
Notion users fall into 3 main segments:
1. Individual users
2. SMB teams
3. Enterprise teams
And for each segment, use cases are *extremely* broad. The ways an individual or team of users can leverage Notion are seemingly endless.
Notion users fall into 3 main segments:
1. Individual users
2. SMB teams
3. Enterprise teams
And for each segment, use cases are *extremely* broad. The ways an individual or team of users can leverage Notion are seemingly endless.
So how do you strategically convert so many different types of people, who may be trying to do a million different things with your product?
Create tailored experiences.
Create tailored experiences.
When a user signs up for Notion, they answer a few questions to identify their segment. From there, the onboarding experience adapts accordingly.
Individual users are shown how to set up a personal planner, or grocery list, or an apartment hunt tracker.
Individual users are shown how to set up a personal planner, or grocery list, or an apartment hunt tracker.
A business user is shown how to use Notion based on their role (e.g. using Notion for operations, hiring, marketing, or product design).
Everything new users are shown, is based studying what *existing* customers have found most valuable.
Everything new users are shown, is based studying what *existing* customers have found most valuable.
In effect, it feels as though Notion is many different products, to the many different people using it for their unique needs.
TAKEAWAY 2
Notion's early power users loved the product enough to tweet, set up Facebook groups, and start subreddits about all the different ways they were using the product.
The team could've counted that as some nice word-of-mouth, and stopped there.
Instead, they dug in.
Notion's early power users loved the product enough to tweet, set up Facebook groups, and start subreddits about all the different ways they were using the product.
The team could've counted that as some nice word-of-mouth, and stopped there.
Instead, they dug in.
They spoke with these power users 1:1 to understand what inspired them to be so vocal -- and what these users might want from any sort of community structure that the team could provide.
Since then, what began as organic enthusiasm has blossomed into a HUGE wave of...
* Forums
* Digital events
* Local meetups
* User-created online courses,
And...
* Forums
* Digital events
* Local meetups
* User-created online courses,
And...
A Notion Pro ambassador program, where extremely experienced Notion users can be paired with, and consult professionally for, enterprise teams migrating to Notion. 
TL;DR: that early word-of-mouth enthusiasm has become a vibrant ecosystem for both keeping existing customers very happy, and also continually bringing in more and more new customers: a flywheel that has helped Notion's marketing team cover immense ground with few team members.
We covered *so* much more in the full interview with Camille. Catch the full recording here http://forgetthefunnel.com/resources/customer-segmentation-camille-ricketts
http://forgetthefunnel.com/resources/customer-segmentation-camille-ricketts
