Your product was built for enterprise. But competition is creeping. Teams self-educate with AI. Categories blur. Leadership wants to expand the ICP to midmarket. But the moment you try to speak to both segments, your positioning gets muddy, your GTM team splits in two directions, and buyers in both segments start to tune out.
In this session, Michele Nieberding, Head of Product Marketing at Optiversal, shares how she successfully expanded from enterprise into midmarket during her time at Treasure Data without diluting their brand, confusing their positioning, or fracturing their go-to-market.
What we’ll cover:
- Expanding ICP without breaking positioning: Why treating your ICP as a static definition stops working when you move between segments, and what to protect vs. what to change in your messaging.
- Persona evolution over persona creation: Instead of building new personas from scratch for each segment, how to evolve existing ones to reflect how midmarket buyers discover, evaluate, and decide differently.
- Adapting your GTM without running two playbooks: Midmarket buyers expect enterprise-grade experience without enterprise complexity. How Treasure Data adjusted their motion so the story stays coherent across segments.
- How AI is reshaping buyer discovery and self-education: Buyers now use AI to research, shortlist, and evaluate vendors before they ever talk to sales. What that means for how you position across segments.
- Moving fast enough before the window closes: Enterprise strategies trickle downstream in months, not years. How to read these market signals and act on them without chasing TAM for its own sake.
