How to prioritize using customer segments


Great product managers understand how to identify the needs of specific groups within their larger user base, so they can provide specific solutions that serve their needs. Productboard's customer segmentation enables you to group similar companies together and identify which features each segment needs the most.

In this article:

How to add company data into Productboard

Companies can be added into Productboard in four ways:

  1. Companies can be added manually, one at a time, via the right sidebar menu.
  2. Companies can be added automatically via an integration like Zendesk.
  3. Customers on Scale or Enterprise plans can add companies in bulk via CSV.
  4. Customers on Scale or Enterprise plans can add companies via Salesforce.

How to create manual user segments

User segments group together key individuals, regardless of whether they work at the same company. This is especially helpful for VIP stakeholders, like board members or investors.


  1. Click Segments on the right sidebar of the Features board.
  2. Click Add new segment.


  1. Give your user segment a name.
  2. Click the toggle to display this segment on your Features board.
  3. Choose Select users manually from the dropdown menu.


  1. Click Users in your right sidebar menu on the Features board.
  2. Select the user you wish to add to your user segment. Click on the Segment field.


  1. Select your user segment from the dropdown menu.
  2. Your user is now associated with your new user segment.


  1. Click on Segments on the right sidebar and click your new user segment.
  2. You will now see your user listed under Users.

How to create rule-based company segments using Dynamic Customer Segmentation


You can use Productboard's Dynamic Customer Segmentation to create rule-based segments which update automatically using criteria that you define.


  1. Begin on your Features board.
  2. Click Segments on the right sidebar.
  3. Click Add new segment to create your first rule-based segment.


  1. Give your segment a name.
  2. Select Match companies from the dropdown menu.
  3. Click Add rule.
  4. Define the properties of your rule.
  5. Continue clicking Add rule until you have listed all the desired rules for your segment. Each time you add a new rule, the preview of your segment will recalculate.
  6. Click Save to confirm your rules for your segment and assign all matching companies.
  7. When you are finished, click the toggle to turn the segment on in your Features board.

Viewing aggregated data for a segment

If you have imported custom numeric values for your companies, you will see aggregated values for those fields previewed below. These aggregated values are based on the companies included in your dynamic segment:

You can click on the dropdown menu to select a different aggregate value.

These aggregate values help product teams connect their prioritization decisions to the company's bottom line - without switching tools!


How to use segments during prioritization


When viewing a segment column on the Features board, you’ll see two types of data:

  1. Left side: User impact score. Just like the traditional user impact score, this number represents the number of companies in your segment who need a feature, weighted by the degree to which they need it. In the example above, 3 companies in the EMEA segment say this feature is critical (+3), so the EMEA user impact score is 9. This field is especially powerful if your organization generates lots of Insights from feedback.
  2. Right side: Importance to segment. Perhaps you’re a brand new Productboard customer or an early-stage company, and you don’t have many Insights linked to your features. Perhaps you simply know that a feature is going to be important to a segment, regardless of whether they’re reaching out about it (e.g. “GDPR compliance features” for EMEA customers). By clicking on the three dots, you can manually assign a degree of importance to a feature for a specific company segment.

Filter features by segment values

Using these two fields, you can filter your features to reveal only those which are most compelling for your segment:


  1. Click the Filter column icon underneath your segment’s name.
  2. Select any combination of filters for insight importance (a.k.a. assigned by users), the recency of the request, and the segment importance (a.k.a. assigned by your team). In the example above, the list of features is filtered to show only those Critical and Important feature requests received from EMEA companies in the last 90 days.

Sort features by segment values

Our Sort functionality will reveal the highest impact, highest priority features for your segments.


  1. Select Sorted list from the header bar.
  2. Click the filter icon for your desired segment.
  3. Click Sort.
  4. You can filter by Insight importance (number - generated by company) or Importance to segment (dots - generated by your team).

Note: If you’re constantly revisiting the same configuration of columns and filters, save time by creating a saved view that you can return to over and over again. Just click Save view in the top right corner, or click the title of your Features board view and select Create view.

How to use segments to organize feedback

Applying a segment filter to your Insights board will surface only the notes submitted by employees at the companies in your segment:


  1. On the Insights board, click the Filter icon.
  2. Select Segment.
  3. Select one or more company segments.

If you know you'll want to organize your notes this way, again and again, customers on a Scale or Enterprise plan can create an Insights Collection to sort those notes automatically.

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