No B2B marketer will be a stranger to buyer personas. Likewise, the ideal customer profile (ICP) isn’t new.
The theory is solid. Gain clarity on the kinds of businesses you should target and the motivations of the people who’ll buy your product.
You begin by identifying the characteristics that define a good fit customer (often these match your current most profitable customers).
Then, you humanise those buyers – turning them from an IT director in a large financial services firm into Susan, a time-poor financial services IT director who spends too much time fire-fighting and too little on what really matters.
The problem is that too many of these ICPs and personas deliver too little actionable value.
ICPs are often too vague and overly focused on an in-house view of the market. And personas? Let’s face it, everyone is time-poor, everyone is juggling competing challenges and who cares if the buyer has a dog named Nigel?
Having robust, focused ICP and buyer profiles is one of the core foundational elements that have a force multiplier effect on pretty much everything else you do.
Consider this – in our B2B Effectiveness Engine database, those who have researched their ICP are:
So, yes, getting this right matters. A lot.
An effective ICP should enable you to identify where there is both significant market opportunity and a good fit for what you offer.
We’ll work with you to create a robust ICP allowing you to focus your efforts on segments where you stand the greatest chance of achieving standout success.
The programme focuses on five broad areas:
Once we’ve identified your ICP at a company level, we’ll help you create buyer profiles that identify why customers make a purchase, what motivates them and how you can win their business.
We base our buyer profiles on the Jobs to be Done framework. This focuses on the key essential elements that a customer wants to make progress on when they make a purchase.
Because people don’t buy because of who they are, they buy because of what they need to get done.
So we spend time interviewing customers, speaking to your sales team and researching what’s driving change within your market. We use this to get under the skin of who your customers are and what’s really driving their behaviour.
We then bring this together into a profile for each of your buyer segments that outlines:
If you want to develop ICP and buyer profiles based in the real world of your business and customers, we should talk.
You can contact us at email@example.com or call Sarah Platts direct on 0777 589 4803.Alternatively, book a call at a time that works for you