Hubspot Segmentation, Targeting, and Positioning Guide

Hubspot popularized a clear, practical way to break down segmentation, targeting, and positioning so marketers can design campaigns that attract the right audience and communicate a compelling value proposition.

This guide translates the original Hubspot STP framework into a simple, step‑by‑step process you can apply to any market or product.

What Is the Hubspot STP Framework?

The STP model organizes strategic marketing into three connected decisions:

• Segmentation — How you divide a broad market into meaningful groups.
• Targeting — Which segments you choose to serve.
• Positioning — How you present your offer so it stands out in those segments.

Hubspot explains STP as the link between understanding your customers and executing effective campaigns across channels like email, social media, and search.

Step 1: Apply Hubspot Segmentation Methods

Segmentation is about breaking a big, undefined market into smaller, more manageable customer groups that share similar traits or needs.

Core Hubspot Segmentation Types

From the Hubspot approach, four classic segmentation lenses help you build useful segments:

• Demographic — Age, gender, income, education, job title, or company size.
• Geographic — Country, region, climate, urban vs. rural, time zone.
• Psychographic — Values, interests, lifestyle, personality, attitudes.
• Behavioral — Purchase history, product usage, engagement level, loyalty.

Combining several of these dimensions will give you more actionable segments than relying on just one.

How to Build Segments Using the Hubspot Model

1. Define the overall market

   Write one simple sentence describing the broad market you operate in. For example: “Remote project collaboration tools for small to mid‑sized teams.”

2. List possible segmentation variables

   Brainstorm demographic, geographic, psychographic, and behavioral variables relevant to your product, following the Hubspot STP breakdown.

3. Create 3–7 clear segments

   Combine variables into groups, such as “fast‑growing agencies,” “enterprise IT teams,” or “solo consultants.” Each segment should be distinct and easy to describe.

4. Check segment quality

   Segments should be measurable, reachable, substantial, and different enough that they deserve distinct messages.

Step 2: Choose Targets with Hubspot Targeting Criteria

Once you have segments, you decide which ones are worth pursuing. Hubspot emphasizes using data and strategic fit rather than trying to serve everyone.

Evaluate Segment Attractiveness

Score each segment using criteria such as:

• Size and growth — Is the segment large and growing or small and shrinking?
• Profit potential — Do they have budget and willingness to pay?
• Accessibility — Can you reach them through specific channels?
• Strategic fit — Does the segment align with your strengths and long‑term goals?
• Competitive pressure — How many strong competitors already serve them?

Pick a Hubspot-Style Targeting Strategy

Hubspot outlines several common targeting patterns you can adopt:

• Concentrated (niche) targeting — Focus on one segment deeply.
• Selective targeting — Pick a few segments with distinct offers.
• Full market coverage — Serve many segments with different brands or product lines.

For most small and mid‑sized businesses, a concentrated or selective approach is more realistic and easier to execute well.

Step 3: Positioning Your Offer the Hubspot Way

Positioning is how your market perceives your product compared with alternatives. Hubspot stresses that positioning must be based on real customer needs, not just what you want to say.

Create a Clear Positioning Statement

A simple template you can adapt from the Hubspot STP method is:

For [target segment], [brand] is the [frame of reference] that [key benefit] because [proof or reason to believe].

Example:

For remote marketing teams at fast‑growing startups, Acme PM is the project management platform that keeps campaigns on schedule because it combines timelines, assets, and approvals in a single shared workspace.

Map Your Position Against Competitors

To make positioning more concrete, the Hubspot approach encourages visual maps:

1. Choose two important attributes

   Pick factors customers care about, such as price, ease of use, feature depth, or support quality.

2. Draw a simple 2×2 grid

   Place one attribute on the horizontal axis and one on the vertical axis.

3. Plot competitors and your brand

   Mark where each option currently sits. Look for open spaces where your brand can credibly move and stand out.

Using Hubspot STP Insights in Campaigns

Once you have clear segmentation, targeting, and positioning, you can connect it to execution across your channels and CRM.

Turn Segments into Lists

Translate each segment into a specific list or audience definition you can use in tools, following Hubspot-style contact properties and filters:

• Create email lists based on behavior and lifecycle stage.
• Build paid ad audiences filtered by location, interests, or actions.
• Tag leads by segment in your CRM so sales has clear context.

Align Messages to Hubspot Positioning

Use your positioning statement to guide copy and offers:

• Homepage hero text tailored to your primary segment.
• Landing pages that highlight the key benefit for each segment.
• Case studies that prove the “reason to believe” you defined.

Simple Hubspot STP Checklist

Use this quick checklist inspired by the Hubspot framework before you launch any major campaign:

• Have you clearly defined 3–7 distinct segments?
• Did you score segments for size, fit, and competition?
• Did you pick one or a few primary target segments?
• Do you have a one‑sentence positioning statement for each?
• Are your lists, creatives, and offers aligned to those positions?

Next Steps Beyond the Hubspot STP Framework

To move from theory into implementation, pair this Hubspot-inspired STP process with expert analytics, conversion optimization, and CRM setup.

For hands‑on help building data‑driven campaigns and technical implementation around your segments and targets, you can explore consulting services at Consultevo.

Return regularly to your segmentation, targeting, and positioning work. As markets, channels, and customer behavior shift, iterating with the Hubspot STP structure will keep your marketing aligned with real demand and clear differentiation.

Need Help With Hubspot?

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