This is a not so simple exercise I use when working with customers in a Business Development capacity. We work from the known to the unknown in an iterative fashion. We do this initially for our Core Value Stream, Key Accounts, Key Segments, Key Markets and in that order.
If you can complete this, I attest that your marketing activities and segments (clusters) become obvious.
This is how you create relevancy in your marketing. Attracting like customers through what I call a Funnel of Opportunity versus the 100-year-old practice of a Funnel of Depletion ( https://lnkd.in/ez3rqvM ).