Unlocking new customer segments can be the key to explosive business growth. We asked industry experts to share one customer segment they initially overlooked but later realized was a goldmine. Here is how they tailored their approaches to successfully target them.
- Indie IoT Startups Fuel Rapid Prototyping Growth
- Real Estate Agents Embrace Virtual Staging Tool
- PR Agencies Boost ROI with Automated Reports
- Funeral Directors Transform Memorial Jewelry Business
- Nurturing Emerging Spenders Yields Long-Term Growth
- Government Agencies Seek Tailored IT Solutions
- Early Retirees Drive Premium Fitness Equipment Sales
- Business Clarity Service Outperforms Copy Writing
- Consultants Leverage Product for Client Growth
- Non-Technical Founders Seek Plain-English App Development
- Retirees Discover New Hobbies Through Tailored Service
- Franchise Owners Embrace Local Marketing Freedom
- Large Businesses Value Local IT Support
- Adult Arabic Learners Spark Family Enrollments
- Life Transitions Drive Flexible Storage Solutions
- Mid-Stage SaaS Companies Seek Specialized Content
- Boomers Become Valuable Online Customer Segment
- Small Builders Embrace Affordable Safety Solutions
How to Unlock New Customers: Discover Untapped Potential
Indie IoT Startups Fuel Rapid Prototyping Growth
One segment we initially overlooked was indie IoT startups and university research labs. We were focused on established OEMs and product developers, assuming that smaller players wouldn’t have the volume or budget for rapid prototyping. However, after talking regularly with our sales and support teams, we started seeing a pattern—these smaller teams were constantly asking for low-volume, fast-turnaround parts, and they were often working on cutting-edge tech.
That insight was gold. We built tailored messaging around “launch-ready prototypes” and “engineering support for innovators,” and even created a dedicated support path for early-stage product teams. By listening to those front-line conversations, we uncovered a hidden but highly valuable customer base. Today, those segments are a significant part of our growth, and they’ve helped shape the agile services we now offer.
Alejandro K.
CEO, OPTIUSA
Real Estate Agents Embrace Virtual Staging Tool
At first, we overlooked real estate agents as a key segment. We built our platform with renters and DIY home lovers in mind—but over time, we noticed unusual usage patterns: agents uploading multiple photos per property, choosing neutral palettes, and using our AI to stage rooms virtually.
Once we dug into the data, we realized: this wasn’t casual use—it was professional utility. So we adapted. We introduced a “Staging Mode” tailored for listings, emphasized speed and simplicity in our messaging, and created shareable before/after visuals optimized for property platforms.
Result? Word-of-mouth took off among agents.
Lesson? Sometimes your best customers are already using your product—you just haven’t identified them yet.
Yulii Cherevko
CEO & Co-Owner, Paintit.ai
PR Agencies Boost ROI with Automated Reports
We initially overlooked small-to-medium PR agencies who were manually creating client reports. When we analyzed our user data, we discovered these agencies were spending 10-15 hours monthly on reporting alone—a pain point our automated tools directly solved.
We pivoted by creating white-labeled, customizable reports specifically for PR firms tracking influencer campaigns. Instead of just offering analytics, we bundled semantic analysis capabilities that extract entities from social content (people, places, organizations) which PR agencies found invaluable for proving campaign ROI.
This segment now represents about 30% of our enterprise users. The key insight was understanding that PR agencies value demonstrating client ROI differently than traditional marketers—they care more about brand sentiment and message reach than pure engagement metrics.
If you’re looking for overlooked segments, I recommend analyzing your product usage patterns rather than just demographics. Our most successful strategy wasn’t finding new users but identifying existing users who were deriving unusual value from our product in ways we hadn’t anticipated.
Tim Hill
Co-Founder & CEO, Social Status
Funeral Directors Transform Memorial Jewelry Business
Our funeral director partners were the overlooked goldmine that transformed our memorial jewelry business. Initially focused on selling directly to grieving families, I discovered these professionals were seeking quality keepsake options but hesitated to recommend products they hadn’t personally vetted.
We completely pivoted our approach by creating specialized training and sample kits for funeral professionals. Rather than treating them as mere referral sources, we developed an education program that helped them understand the craftsmanship, materials, and emotional significance behind our memorial pieces.
This enabled them to confidently discuss options with families during arrangement conferences, precisely when these decisions are typically made.
The results were remarkable—funeral home partnerships now drive 65% of our business volume with significantly lower customer acquisition costs. I learned that sometimes your most valuable customer isn’t the end user but the trusted advisor in their decision-making process.
Building relationships with these professional gatekeepers required us to speak their language and solve their problems first, creating a win-win that ultimately better serves families navigating loss.
Aleksa Marjanovic
Founder, Eternal Jewellery
Nurturing Emerging Spenders Yields Long-Term Growth
One customer segment we had underestimated at our digital marketing agency was a group which we now refer to as “Emerging Spenders,” or clients with mid-to-low budgets, usually a small business or an early-stage startup. Early on, we pursued big accounts aggressively, thinking the smaller budgets wouldn’t give us the return we needed. After a while, though, a pattern started to emerge: many of these customers were agile, highly motivated, and growing rapidly. We had an eCommerce brand that approached us with a $2,000/month ad budget. After perfecting their funnel and ramping up with paid search, they tripled their revenue, and their ad spend increased to $8,000 per month in just 6 months!
To better meet the needs of this market, we launched stripped-down service packages featuring high-impact essentials—focusing on conversion landing pages, local paid ad work, and simplified reporting. We also condensed our onboarding process to minimize friction and built education into our client communication to help them scale effectively. These “Emerging Spenders” now make up more than 35% of our client base and show 40% YOY retention growth. If you nurture them properly, they don’t remain small for long—they grow with you.
Aaron Whittaker
VP of Demand Generation & Marketing, Thrive Digital Marketing Agency
Government Agencies Seek Tailored IT Solutions
Initially, our focus was on nonprofits and small to medium-sized businesses. We saw their need for affordable, effective IT solutions and built our services around them. However, we soon realized we had overlooked a significant segment: government agencies. Like nonprofits, they often operate with tight budgets and must maximize their resources. They also face unique challenges around security and compliance.
Our initial approach wouldn’t work. Think of it like offering a minivan to someone who needs a heavy-duty truck. Both are vehicles, but their purposes are vastly different. Government agencies require higher security and compliance than our standard offerings. They also needed solutions that could integrate with their existing, often complex, systems.
We tailored our services by adding specialized security features, focusing on compliance certifications, and developing integration tools for government systems. It was like customizing that truck with reinforced armor, specialized cargo bays, and a powerful engine to handle rugged terrain. This approach resonated. They appreciated our understanding of their specific needs and our ability to provide solutions that met and exceeded their requirements. This new focus has expanded our business and allowed us to contribute to critical public services.
Steve Fleurant
CEO, Clair Services
Early Retirees Drive Premium Fitness Equipment Sales
We sometimes tell our clients that the most profitable customer segments are often hiding in plain sight. For a home fitness equipment manufacturer initially targeting young professionals, we discovered through data analysis that early retirees aged 60-65 were actually purchasing their premium products at twice the conversion rate but weren’t being targeted in any marketing.
To tailor our approach, we implemented what we call “Segment Discovery Sprints.” This involved analyzing purchase data alongside demographic information to understand their unique motivations. We found this group had higher disposable income, more time for exercise, and a strong desire to maintain quality of life.
Armed with these insights, we created dedicated landing pages focused on joint health and independence, which resonated deeply with this audience. Additionally, we adjusted our messaging to emphasize longevity and wellness rather than aesthetics. As a result, their conversion rate jumped 35+%, and average order value increased by around 20%. By understanding their specific needs and motivations, we were able to effectively engage this previously overlooked segment and significantly boost sales.
Jock Breitwieser
Digital Marketing Strategist, SocialSellinator
Business Clarity Service Outperforms Copy Writing
I used to attract many clients who sought sales copy—launch emails, sales pages, and the like. However, once we began working, a pattern emerged: they weren’t just struggling with how to sell. They lacked clarity on what they were selling—or why.
The real issue wasn’t copy. It was business clarity. This would surface mid-project when I’d find myself helping them restructure offers, refine positioning, and articulate a message that hadn’t quite solidified yet.
So I created a new service specifically for that—one that speaks directly to people who think they have a copy problem but are actually mired deeper in uncertainty. I named it clearly, wrote the sales page with that tension in mind, and made space for the kind of strategic, honest work they truly needed.
It quickly became one of my best-selling offers. More importantly, it created better outcomes—because I was finally meeting people where they actually were, not just where they thought they should be.
Mary Diaz
Entrepreneur, Writer, femme feral LLC
Consultants Leverage Product for Client Growth
When I first launched a digital product, I tailored everything for early-stage founders. The content, the layout, and the examples all focused on people building something from scratch.
What I completely overlooked were consultants.
They were using the same tools, but in a different way. Founders wanted clarity to scale or pitch. Consultants were using the product to help their clients stand out and grow. The goals appeared different, but the problems were almost identical.
Initially, I ignored the pattern. Then I took a closer look.
I rewrote one landing page specifically for consultants. I replaced founder language with client language. I highlighted the value through their perspective. The result was clear: more sign-ups, better retention, and more referrals.
The significant shift came from listening. Growth came not from adding features, but from recognizing who was already engaging with the product and speaking to them with clarity.
Sahil Gandhi
Co-Founder & CMO, Eyda Homes
Non-Technical Founders Seek Plain-English App Development
One segment we completely overlooked early on was non-technical founders—the visionary types with great ideas but no understanding of how to build an app or manage development teams. We were so focused on impressing CTOs and product leads that we missed the fact that these solo founders were desperate for someone who could translate technology into plain English and guide them through the building process like a partner, not just a vendor.
What changed our perspective was a discovery call with a founder who literally said, “I’ve pitched this app 20 times, but no one understands it like you just did.” That statement stuck with us. We realized these individuals didn’t want jargon or feature dumps—they wanted clarity, trust, and someone who believed in their vision.
As a result, we redesigned our pitch deck, simplified our language, and even added “Founder First” sections to our website that walked through the process from a non-technical perspective. We also started offering roadmap sessions and MVP strategy consultations that felt less like sales and more like collaborative creation.
The result? That segment became one of our most loyal, high-LTV (Lifetime Value) customer bases. They didn’t just buy an app—they brought us into their journey. And that made all the difference.
Daniel Haiem
CEO, App Makers LA
Retirees Discover New Hobbies Through Tailored Service
Young professionals seemed like the obvious audience for my product, so I poured all my energy into reaching them. My marketing materials spoke their language, and my examples reflected their daily routines.
One afternoon, a neighbor who had just retired asked if my service could help her pursue a hobby she had always put off. Her curiosity caught me off guard and made me wonder how many others like her I was missing.
I started asking questions and listening to stories from older adults in my community. Their priorities were different: they valued simplicity, encouragement, and a sense of accomplishment.
I adjusted my messaging to reflect those values and offered step-by-step guides that made the experience less intimidating. The change was subtle but powerful.
Soon, I noticed more sign-ups from this group. Their feedback was honest, and their loyalty unmatched. By shifting my perspective and meeting them where they were, I discovered a segment that not only grew my business but also brought new energy and purpose to my work.
Peter X
Founder, Ruiqigo
Franchise Owners Embrace Local Marketing Freedom
We ignored franchise owners thinking they were too locked in. Corporate handbooks, rigid branding, centralized control—you name it. But turns out, many have local marketing freedom. And they’re desperate to stand out in crowded markets. We found one, delivered results, and word spread fast. Suddenly we were working across ten states.
We created micro-campaigns built around city-level SEO. Layered hyper-local ads, Google reviews, community pages. Showed them exactly how to win locally without breaking brand. They needed guidance, not reinvention—and we gave both. The repeat business was consistent and low-effort. Local growth strategy became our niche-within-a-niche.
Jason Hennessey
CEO, Hennessey Digital
Large Businesses Value Local IT Support
One segment we initially overlooked was larger businesses—hospitals, manufacturers, multi-location offices—because we assumed they’d default to national IT providers. We thought scale and brand recognition would outweigh a local firm’s appeal. However, we learned the opposite: many of these organizations were frustrated by delayed responses and impersonal service from big-box vendors.
Our turning point was landing a regional hospital. They specifically sought out a local provider who could offer faster on-site support, more personalized service, and direct access to decision-makers. That experience reshaped our approach. We began proactively reaching out to larger businesses with messaging focused on responsiveness, local expertise, and tailored support models.
It taught us that proximity, reliability, and relationship-driven service can outweigh sheer size. Now, we don’t pre-qualify leads based on company size—we lead with value, responsiveness, and trust.
Ryan Drake
President, NetTech Consultants, Inc.
Adult Arabic Learners Spark Family Enrollments
In the Arabic and Quran learning space, we’ve always focused on children and teenagers—all our campaigns were built around that age group.
But what we initially overlooked—and later realized was a goldmine—were adults over 30 who never got the chance to learn Arabic or recite the Quran properly.
Most marketing teams assume Muslims in that age bracket already know how to read Arabic. But the truth is, especially in the West (like the US, UK, and Europe), many didn’t get the opportunity growing up.
When we shifted focus and started targeting this segment, the results were incredible. Not only did it open up a new stream of students, but it often led to their children enrolling too—it became a family journey.
It started as a test campaign… but quickly became one of the best-performing moves we made.
Mustafa Hasan
CEO, Dawud Academy
Life Transitions Drive Flexible Storage Solutions
One customer segment we initially didn’t focus much on—but later realized was a goldmine—was people in transition due to life changes like divorce, estate cleanouts, or caring for aging parents. These aren’t always the customers who plan far ahead or fit into predictable seasonal patterns like college students or movers, but they often need storage quickly, for unpredictable durations, and they deeply value service and flexibility.
Once we recognized how common these situations were, especially in a growing area like Lafayette and nearby communities, we adjusted our approach. We made it easier for customers to rent units online or over the phone with minimal hassle, offered flexible month-to-month terms, and made sure staff were trained to be empathetic and solution-oriented during what can be a stressful time.
We also updated our marketing slightly to mention these specific scenarios—downsizing, temporary home transitions, or handling a family member’s belongings—which helped connect with people searching for support during those moments. That shift not only helped customers feel more understood but also opened up a steady stream of long-term renters who truly benefit from what we offer.
John Reese
Owner, Elite Self Storage
Mid-Stage SaaS Companies Seek Specialized Content
When I started niching my content marketing business to focus on manufacturing and marketing SaaS, I made the mistake of targeting early-stage SaaS startups.
However, I realized that mid-stage SaaS companies—those who already had product-market fit but hadn’t built a full content team—were a goldmine.
They had the budget, needed technical writing help, and didn’t want to waste time training generalist writers.
I started tailoring my messaging to talk about scaling content efficiently and positioned myself as a flexible, senior writing partner. That shift brought in steady, high-retainer clients.
Lakshmi Padmanaban
Content Marketing Specialist
Boomers Become Valuable Online Customer Segment
One customer segment that many brands often overlook is the 50+ age group. While most companies focus heavily on Millennials and Gen Z, they forget that Boomers usually have more financial stability, spending power, and decision-making control in their homes.
What’s even more important is that since the COVID-19 lockdowns, this group has become much more active online. Many started using smartphones more often, shopping online, watching videos on YouTube, and even using messaging apps like WhatsApp, and online reviews from Google. They’ve started using digital life more than expected.
This shift makes them a very valuable audience. They are ready to spend, but they value trust, clear communication, and long-term benefits. Brands that understand this and tailor their messaging for Boomers can unlock a powerful and loyal customer base.
Janki Karchaliya
Digital Marketing Executive, Solarium Green Energy Limited
Small Builders Embrace Affordable Safety Solutions
One customer segment we initially overlooked was small residential builders and renovators. Our early focus was on large commercial construction firms, assuming they would have the greatest need for fall protection solutions. Over time, we realized smaller operators faced the same risks but had fewer resources and less structured safety programs. We tailored our approach by offering simplified, affordable safety packages and on-site training, making it easy for small crews to stay compliant without feeling overwhelmed. This shift opened up a steady, high-trust customer base we had previously underestimated.
Guy Pearce
Director & Safety Expert, Height Dynamics
Image Credits: Photo by Pavel Danilyuk on Pexels
