Which segments should every business ideally have?

In the context of marketing and customer relationship management, the ideal segments for any business focus on the journey a contact takes from initial awareness to becoming a paying customer. The segments of subscribers, leads, and customers represent crucial stages in this journey.

Subscribers are individuals who have opted in to receive communications from the business but have not yet expressed a strong interest in making a purchase. They are essential for building a base of potential future customers and for nurturing relationships.

Leads are those who exhibit a higher level of interest than subscribers, often engaging with the content or activities that indicate they are moving closer to making a purchase decision. This segment is critical for sales processes, as they often require personalized communication to convert them into paying customers.

Customers are the individuals who have completed a purchase and have engaged with the business in a transactional manner. This segment is vital for understanding revenue generation and fostering loyalty for repeat business.

Together, these segments create a comprehensive view of a business's target audience, enabling effective marketing strategies to cultivate relationships at each stage of the buyer's journey. In contrast, the other options focus on different groupings that may not encapsulate the full funnel approach needed for most businesses.