Creating your Ideal Customer Profile and Personas
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Don't run the risk of marketing to an audience that is unlikely to convert.
Your whole organisation should have a clear idea of who your target audience is - not just marketing or sales.
When there's alignment, your flywheel will spin faster. Strangers will turn from prospects to customers to promoters. Customers will feel delighted.
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Ideal Customer Profiles
Building an Ideal Customer Profile enables you to easily identify the attributes and buying behaviours of individuals within your target market. Then, you can easily target the right content, at the right time, to the right people. Because, after all, we sell to people, not brands.
To build your ICP, you should start by first reviewing your customer base and key attributes of customers you want to continue targeting. From there, you can define the attributes most important to your organisation. Some examples of attributes may be:
- Company size
- Industry
- POC's position and title
- Location
- Annual Revenue
- Board structure
Personas
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.)
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