Buyer Segmentation
We map out your buyers based on how they buy and interact with your products and services. Then we segment based on how users actually buy, not just by job titles or demographics.
We map out your buyers based on how they buy and interact with your products and services. Then we segment based on how users actually buy, not just by job titles or demographics.
We map out your buyers based on how they buy and interact with your products and services. Then we segment based on how users actually buy, not just by job titles or demographics.
We map out your buyers based on how they buy and interact with your products and services. Then we segment based on how users actually buy, not just by job titles or demographics.
We map out your buyers based on how they buy and interact with your products and services. Then we segment based on how users actually buy, not just by job titles or demographics.
Uncover what actually drives your buyers
Most segmentation only goes surface-deep, based on things like job title, sector, or other basic demographic data. Ultimately, the way humans make buying decisions goes far deeper, and that’s what we’ll help you understand.
Most segmentation only goes surface-deep, based on things like job title, sector, or other basic demographic data. Ultimately, the way humans make buying decisions goes far deeper, and that’s what we’ll help you understand.
Most segmentation only goes surface-deep, based on things like job title, sector, or other basic demographic data. Ultimately, the way humans make buying decisions goes far deeper, and that’s what we’ll help you understand.
It’s not just about personas, it’s about patterns of behaviour. Once you fully understand those, you’ll supercharge your outreach and sales strategy by saying exactly what customers need to hear, in the right place, at the right time, to turn interest into a sale.
It’s not just about personas, it’s about patterns of behaviour. Once you fully understand those, you’ll supercharge your outreach and sales strategy by saying exactly what customers need to hear, in the right place, at the right time, to turn interest into a sale.
It’s not just about personas, it’s about patterns of behaviour. Once you fully understand those, you’ll supercharge your outreach and sales strategy by saying exactly what customers need to hear, in the right place, at the right time, to turn interest into a sale.
Outdated persona: A generic overview that could apply to many, but tells you very little about they actually make decisions.
“Hannah, Head of HR”
Industry: FinTech
Demographics: 35-45, BA in Business
Location: London, UK
Goals: Improve employee experience
Challenges: Time-poor, too many tools
Quote: “I just want a system that works for my team”
Outdated persona: A generic overview that could apply to many, but tells you very little about they actually make decisions.
“Hannah, Head of HR”
Industry: FinTech
Demographics: 35-45, BA in Business
Location: London, UK
Goals: Improve employee experience
Challenges: Time-poor, too many tools
Quote: “I just want a system that works for my team”
Outdated persona: A generic overview that could apply to many, but tells you very little about they actually make decisions.
“Hannah, Head of HR”
Industry: FinTech
Demographics: 35-45, BA in Business
Location: London, UK
Goals: Improve employee experience
Challenges: Time-poor, too many tools
Quote: “I just want a system that works for my team”
Outdated persona: A generic overview that could apply to many, but tells you very little about they actually make decisions.
“Hannah, Head of HR”
Industry: FinTech
Demographics: 35-45, BA in Business
Location: London, UK
Goals: Improve employee experience
Challenges: Time-poor, too many tools
Quote: “I just want a system that works for my team”
Outdated persona: A generic overview that could apply to many, but tells you very little about they actually make decisions.
“Hannah, Head of HR”
Industry: FinTech
Demographics: 35-45, BA in Business
Location: London, UK
Goals: Improve employee experience
Challenges: Time-poor, too many tools
Quote: “I just want a system that works for my team”
Behaviour-based persona: Tells you exactly when to reach out, what to say, and what concerns you need to address immediately.
The Efficiency Builder
Trigger: Growth is exposing inefficiencies in HR processes
Buying moment: After another tool breaks, or a team member leaves
What works: Messaging around time savings, low-friction setup, free HR to focus on people
Blockers to address: Fear of system migration pain
Behaviour-based persona: Tells you exactly when to reach out, what to say, and what concerns you need to address immediately.
The Efficiency Builder
Trigger: Growth is exposing inefficiencies in HR processes
Buying moment: After another tool breaks, or a team member leaves
What works: Messaging around time savings, low-friction setup, free HR to focus on people
Blockers to address: Fear of system migration pain
Behaviour-based persona: Tells you exactly when to reach out, what to say, and what concerns you need to address immediately.
The Efficiency Builder
Trigger: Growth is exposing inefficiencies in HR processes
Buying moment: After another tool breaks, or a team member leaves
What works: Messaging around time savings, low-friction setup, free HR to focus on people
Blockers to address: Fear of system migration pain
Behaviour-based persona: Tells you exactly when to reach out, what to say, and what concerns you need to address immediately.
The Efficiency Builder
Trigger: Growth is exposing inefficiencies in HR processes
Buying moment: After another tool breaks, or a team member leaves
What works: Messaging around time savings, low-friction setup, free HR to focus on people
Blockers to address: Fear of system migration pain
Behaviour-based persona: Tells you exactly when to reach out, what to say, and what concerns you need to address immediately.
The Efficiency Builder
Trigger: Growth is exposing inefficiencies in HR processes
Buying moment: After another tool breaks, or a team member leaves
What works: Messaging around time savings, low-friction setup, free HR to focus on people
Blockers to address: Fear of system migration pain
How it works
How it works
How it works
Our strategic segmentation model is based on six
critical buying levers.
Our strategic segmentation model is based on six
critical buying levers.
Our strategic segmentation model is based on six
critical buying levers.
The Buying Levers Framework
The Buying Levers Framework
We gather insights through targeted interviews buyers who have gone through the buying process and either chosen your product, chosen a competitor, or stuck with the status quo.
We gather insights through targeted interviews buyers who have gone through the buying process and either chosen your product, chosen a competitor, or stuck with the status quo.
We gather insights through targeted interviews buyers who have gone through the buying process and either chosen your product, chosen a competitor, or stuck with the status quo.
1.Trigger
The inflection point... what set the search in motion. This tells us when to reach out.
1.Trigger
The inflection point... what set the search in motion. This tells us when to reach out.
1.Trigger
The inflection point... what set the search in motion. This tells us when to reach out.
1.Trigger
The inflection point... what set the search in motion. This tells us when to reach out.
1.Trigger
The inflection point... what set the search in motion. This tells us when to reach out.
2.Exploration
How they research and build confidence. This helps us map their journey to your funnel.
2.Exploration
How they research and build confidence. This helps us map their journey to your funnel.
2.Exploration
How they research and build confidence. This helps us map their journey to your funnel.
2.Exploration
How they research and build confidence. This helps us map their journey to your funnel.
2.Exploration
How they research and build confidence. This helps us map their journey to your funnel.
3.Goals
What they’re hoping to achieve. This tells us the features and functions they most want.
3.Goals
What they’re hoping to achieve. This tells us the features and functions they most want.
3.Goals
What they’re hoping to achieve. This tells us the features and functions they most want.
3.Goals
What they’re hoping to achieve. This tells us the features and functions they most want.
3.Goals
What they’re hoping to achieve. This tells us the features and functions they most want.
4.Risk
What might derail the deal. We must address these perceptions upfront, or lose a sale.
4.Risk
What might derail the deal. We must address these perceptions upfront, or lose a sale.
4.Risk
What might derail the deal. We must address these perceptions upfront, or lose a sale.
4.Risk
What might derail the deal. We must address these perceptions upfront, or lose a sale.
4.Risk
What might derail the deal. We must address these perceptions upfront, or lose a sale.
5.Selection
What ultimately tips the scales. This prioritises the key features and benefits.
5.Selection
What ultimately tips the scales. This prioritises the key features and benefits.
5.Selection
What ultimately tips the scales. This prioritises the key features and benefits.
5.Selection
What ultimately tips the scales. This prioritises the key features and benefits.
5.Selection
What ultimately tips the scales. This prioritises the key features and benefits.
6.Champion
How to empower the buyer to sell the product internally to colleagues and executives.
6.Champion
How to empower the buyer to sell the product internally to colleagues and executives.
6.Champion
How to empower the buyer to sell the product internally to colleagues and executives.
6.Champion
How to empower the buyer to sell the product internally to colleagues and executives.
6.Champion
How to empower the buyer to sell the product internally to colleagues and executives.
Where it’s useful
Where it’s useful
This shapes everything you do:
This shapes everything you do:
Messaging and positioning strategy
Messaging and positioning strategy
Messaging and positioning strategy
Messaging and positioning strategy
Messaging and positioning strategy
Website funnel optimisation
Website funnel optimisation
Website funnel optimisation
Website funnel optimisation
Website funnel optimisation
Product marketing and feature prioritisation
Product marketing and feature prioritisation
Product marketing and feature prioritisation
Product marketing and feature prioritisation
Product marketing and feature prioritisation
Sales playbooks and enablement
Sales playbooks and enablement
Sales playbooks and enablement
Sales playbooks and enablement
Sales playbooks and enablement
Regional go-to-market plans
Regional go-to-market plans
Regional go-to-market plans
Regional go-to-market plans
Regional go-to-market plans
ABM and campaign targeting
ABM and campaign targeting
ABM and campaign targeting
ABM and campaign targeting
ABM and campaign targeting
Sample buyer: The Efficiency Builder
Sample buyer: The Efficiency Builder
Sample buyer: The Efficiency Builder
Trigger
Trigger
Trigger
Tools that used to work are beginning to break, HR gets pulls into bug fixes
Tools that used to work are beginning to break, HR gets pulls into bug fixes
Tools that used to work are beginning to break, HR gets pulls into bug fixes
Exploration
Exploration
Exploration
Prefers product pages, comparison charts, peer reviews, skims ROI stats
Prefers product pages, comparison charts, peer reviews, skims ROI stats
Prefers product pages, comparison charts, peer reviews, skims ROI stats
Goals
Goals
Goals
Want to reduce admin burden, automate processes, improve team experience
Want to reduce admin burden, automate processes, improve team experience
Want to reduce admin burden, automate processes, improve team experience
Risk
Risk
Risk
Fear of disruption, risk to reputation due to tool abandonment or messy setup
Fear of disruption, risk to reputation due to tool abandonment or messy setup
Fear of disruption, risk to reputation due to tool abandonment or messy setup
Selection
Selection
Selection
Will favour products that clearly show low setup effort, fast impact, trust
Will favour products that clearly show low setup effort, fast impact, trust
Will favour products that clearly show low setup effort, fast impact, trust
Champion
Champion
Champion
They need simple proof points to convince leadership and end-users to switch
They need simple proof points to convince leadership and end-users to switch
They need simple proof points to convince leadership and end-users to switch
Who it’s for
Who it’s for
This is exactly what you need if you’re:
This is exactly what you need if you’re:
Marketing teams struggling to tailor campaigns to different decision-makers
Marketing teams struggling to tailor campaigns to different decision-makers
Marketing teams struggling to tailor campaigns to different decision-makers
Marketing teams struggling to tailor campaigns to different decision-makers
Marketing teams struggling to tailor campaigns to different decision-makers
Sales or RevOps leaders unsure how to adjust messaging for varied buyer types across segments
Sales or RevOps leaders unsure how to adjust messaging for varied buyer types across segments
Sales or RevOps leaders unsure how to adjust messaging for varied buyer types across segments
Sales or RevOps leaders unsure how to adjust messaging for varied buyer types across segments
Sales or RevOps leaders unsure how to adjust messaging for varied buyer types across segments
Product marketers preparing for a shift in ICP or entering a new vertical
Product marketers preparing for a shift in ICP or entering a new vertical
Product marketers preparing for a shift in ICP or entering a new vertical
Product marketers preparing for a shift in ICP or entering a new vertical
Product marketers preparing for a shift in ICP or entering a new vertical
Founders or GTM teams preparing to scale and needing clearer insight into who’s really buying, and why
Founders or GTM teams preparing to scale and needing clearer insight into who’s really buying, and why
Founders or GTM teams preparing to scale and needing clearer insight into who’s really buying, and why
Founders or GTM teams preparing to scale and needing clearer insight into who’s really buying, and why
Founders or GTM teams preparing to scale and needing clearer insight into who’s really buying, and why
B2B teams seeing stalled deals and confused by inconsistent buying behaviour across roles
B2B teams seeing stalled deals and confused by inconsistent buying behaviour across roles
B2B teams seeing stalled deals and confused by inconsistent buying behaviour across roles
B2B teams seeing stalled deals and confused by inconsistent buying behaviour across roles
B2B teams seeing stalled deals and confused by inconsistent buying behaviour across roles
Anyone relying too much on job titles, personas, or assumptions that no longer reflect real buyer journeys
Anyone relying too much on job titles, personas, or assumptions that no longer reflect real buyer journeys
Anyone relying too much on job titles, personas, or assumptions that no longer reflect real buyer journeys
Anyone relying too much on job titles, personas, or assumptions that no longer reflect real buyer journeys
Anyone relying too much on job titles, personas, or assumptions that no longer reflect real buyer journeys
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
Owen Jones, Product Director, CmdCentr
Owen Jones, Product Director, CmdCentr
Owen Jones, Product Director, CmdCentr
What you get
What you get
What you get
What you get
We help you understand how real people buy:
We help you understand how real people buy:
Buyer types based on actual behaviours, not assumptions or job titles
Buyer types based on actual behaviours, not assumptions or job titles
Buyer types based on actual behaviours, not assumptions or job titles
Buyer types based on actual behaviours, not assumptions or job titles
Buyer types based on actual behaviours, not assumptions or job titles
Short, practical profiles with triggers, blockers, and what messaging lands
Short, practical profiles with triggers, blockers, and what messaging lands
Short, practical profiles with triggers, blockers, and what messaging lands
Short, practical profiles with triggers, blockers, and what messaging lands
Short, practical profiles with triggers, blockers, and what messaging lands
At-a-glance tables showing where each buyer gets stuck (or convinced)
At-a-glance tables showing where each buyer gets stuck (or convinced)
At-a-glance tables showing where each buyer gets stuck (or convinced)
At-a-glance tables showing where each buyer gets stuck (or convinced)
At-a-glance tables showing where each buyer gets stuck (or convinced)
A full-funnel snapshot of who buys, when, and why they are stalling
A full-funnel snapshot of who buys, when, and why they are stalling
A full-funnel snapshot of who buys, when, and why they are stalling
A full-funnel snapshot of who buys, when, and why they are stalling
A full-funnel snapshot of who buys, when, and why they are stalling
An activation plan covering:
Website and campaign messaging tweaks
Website and campaign messaging tweaks
Website and campaign messaging tweaks
Website and campaign messaging tweaks
Website and campaign messaging tweaks
Sales enablement hooks that mirror buyer reality
Sales enablement hooks that mirror buyer reality
Sales enablement hooks that mirror buyer reality
Sales enablement hooks that mirror buyer reality
Sales enablement hooks that mirror buyer reality
Internal buy-in tools (for selling the story to colleagues and execs)
Internal buy-in tools (for selling the story to colleagues and execs)
Internal buy-in tools (for selling the story to colleagues and execs)
Internal buy-in tools (for selling the story to colleagues and execs)
Internal buy-in tools (for selling the story to colleagues and execs)
Prioritised actions by team (Product, Marketing, Sales)
Prioritised actions by team (Product, Marketing, Sales)
Prioritised actions by team (Product, Marketing, Sales)
Prioritised actions by team (Product, Marketing, Sales)
Prioritised actions by team (Product, Marketing, Sales)
Cheat sheets to revisit when building new content or flows
Cheat sheets to revisit when building new content or flows
Cheat sheets to revisit when building new content or flows
Cheat sheets to revisit when building new content or flows
Cheat sheets to revisit when building new content or flows
Optional: Rollout workshops, messaging rewrites, campaign creative input.
Optional: Rollout workshops, messaging rewrites, campaign creative input.
Optional: Rollout workshops, messaging rewrites, campaign creative input.
See what you’d actually get
See what you’d actually get
See what you’d actually get
Request a sample pack
Request a sample pack
Expertise
Expertise
Expertise
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Your project will be led by senior strategists
and creatives with experience across both global
brands and high-growth SaaS.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
Michael Orson-Rodriguez
Director of Creative & Brand Strategy
Michael has spent 15+ years building brand and marketing systems that convert, across startups, SaaS scaleups, and global enterprises. He works closely with founders, CMOs, and product leads to align brand stories with real user behaviour and commercial outcomes.
He began in creative strategy and brand development, leading campaigns and rollouts for Siemens, Samsung, and Roche, before heading in-house creative at Master of Malt and Doodle. His work spans brand identity, digital design, content, and product storytelling — helping companies compete and win.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
James Beadle
Director of Strategic Insight & Expansion
James brings a behavioural lens to strategy, shaped by 12 years as a commissioned officer in the British Army, much of it focused on military intelligence. His work centred on understanding how people think, act, and respond in high-pressure, complex environments.
Since leaving the military, he’s helped governments, startups, and enterprise clients gather deeper intelligence, understand audiences, and make sharper strategic decisions. He’s also worked with AI and data firms to deliver large-scale insight into not just what people do, but why.
Book a free consultation
Book a free consultation
We’ll walk through what you’re working on and where we might add value.
We’ll walk through what you’re working on and where we might add value.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.