PDMA Minnesota: How to Avoid Unprofitable Market Segments: A Guide to Smart Targeting

When:  Jul 17, 2024 from 17:30 to 19:00 (CT)
Associated with  Minnesota

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In today's competitive landscape, wasting resources on the wrong audience can cripple a product's success. This presentation equips product pros with the knowledge and tools to confidently identify and avoid unprofitable market segments. Participants will gain actionable strategies, frameworks and tools to segment markets effectively, and learn techniques to pinpoint unattractive segments.

Key Takeaways

  • Name the six characteristics of a market segment
  • Describe the benefits of identifying attractive market segments
  • Differentiate between structural and needs-based segmentation
  • Conduct a workshop to evaluate and prioritize segments


  • 5:30 pm - Virtual Networking
  • 6:00 pm - Introductions, Presentation and Q&A
  • 7:00 pm - Adjourn

About the Speaker

Chad EckesChad Eckes, Principal, C Squared E

Chad Eckes is an all-around strategy and marketing athlete, with over 25 years of professional experience spanning roles in consulting, product management, marketing, corporate development and finance, within enterprise (B2B) technology, software and software-as-a-service (SaaS) businesses.

As an independent consultant since 2008, Chad has served over 30 clients across 80+ short- and long-term engagements, helping those clients achieve their growth goals through improved go-to-market strategies, voice-of-the-customer intelligence, sales enablement, and marketing effectiveness. Chad’s projects have included work in artificial intelligence (AI), e-commerce, mobile applications, robotic process automation (RPA), healthcare IT, streaming video, higher education, supply chain and manufacturing.

Prior to becoming an independent consultant, Chad worked in senior leadership roles within 3M Company and Accenture.

Chad holds an undergraduate degree in economics and mathematics from Northwestern University and an MBA from the MIT Sloan School of Management. He is also a certified Pragmatic Institute™ product manager.