Cinematic image of a business leader standing at the center of a circular stone maze, illuminated by a warm glow while the surrounding labyrinth fades into fog. The visual symbolizes confusion in traditional B2B segmentation and the discovery of clarity through the Minimum Viable Segment (MVS) and Jobs-To-Be-Done (JTBD) insights. Used as the hero image for the article ‘Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything.’
Emmanuel Obadia Go-To-Market, Marketing, Our Blog, Product Growth, SaaS Business, Strategy, Leadership & Management

Why Most B2B Segmentation Fails — And How the Minimum Viable Segment Changes Everything

Most B2B segmentation looks great on a slide—but fails in the real world. After interviewing dozens of finance and reporting leaders, a simple truth emerged: people don’t buy because of their ICP profile; they buy because of the moment they’re in. Traditional segmentation ignores the struggling moments, triggers, and thresholds that actually drive decisions. This article explains why most segmentation frameworks break—and how identifying your Minimum Viable Segment (MVS) transforms pipeline, messaging, and growth.