ICP and personas

Wiki

• Topic

  Ideal Customer Profile (ICP)

• Topic

  Buyer persona

• Topic

  Economic buyer

Articles

• Article

  Identify where customers split into different paths

  Not everyone moves through awareness the same way. Some people believe training works but doubt online training. Others believe online training works but doubt your approach. These splits create your segments.

• Article

  Map the customer journey and required beliefs

  Every purchase requires customers to believe certain things are true. They need to believe the problem exists, that a solution works, that you're the right choice, and that buying now makes sense. Different people get stuck at different stages.

• Article

  Pressure-test ICP against real data

  Compare your ideal customer profile to last quarter's closed deals to find gaps between who you think you are selling to and who actually buys.

• Article

  Build campaigns around belief gaps

  Once you know what each segment doubts, you can create messages and proof that close those specific gaps. This chapter shows you how to match segments to channels, write segment-specific messages, and measure which belief gaps you're actually closing.

• Article

  ICP and persona

  Vague targeting wastes budget and confuses your team. Get specific about which companies to pursue and who within them actually makes buying decisions so every growth activity has a clear target.

• Article

  Awareness is a journey, not a label you stick on a contact