“My product can be used by everyone.” “We can serve any market segment.” “Our service solves the problems of any company.” These are the most common responses heard by companies that have not defined an ICP or Ideal Customer Profile.
It’s very important to understand who the people are who are interested in your product or service. Who are they, what’s unique about them, and why are they buying from you? As marketing experts say:
“If you’re talking to everyone, you’re talking to no one.”
It is very important to profile your ideal customer so that your sales and marketing strategies are much more productive and assertive. Knowing the exact persona that needs to buy your product brings, among other benefits, an incredible saving of time and money.
Although people confuse persona with ICP they are not the same thing.
- What is an Ideal Customer Profile (ICP)?
- What is Persona?
- How to Identify the Ideal Customer Profile?
- Ideal Customer Profile in Pcontrol
1 – What is the Ideal Customer Profile (ICP)?
ICP comes from English and how to become authority within your segment with marketing digital Ideal Customer Profile. ICP is the representation of the profile of the group of companies you want to negotiate with. Obviously, no one negotiates with the company itself. We negotiate with the people who work in the companies.
However, we can outline the ideal profile of the companies we want to do business with. That is, we can identify the characteristics that differentiate the companies we want to do business with from the companies we are not interested in doing business with.
Below are some characteristics or data from companies to define their ICP:
- Market segment
- Economic Activity performed (CNAE)
- Port
- Time of Operation
- Location
- Number of Employees
- Share Capital
- Number of Branches
- Number of Members
- Estimated Revenue
- etc
2 – What is Persona or Buyer Persona?
Persona or Buyer Persona is a fictional representation of your ideal customer. The using digital marketing to enhance your campaign’s success of persona or buyer persona aims to map personal and behavioral information about the individual. What are their pains, dreams, desires, needs, problems, etc. In other words, the right person to buy the product or service you offer .
Bringing this concept to the B2B market, some important data for defining the persona are:
- The position you hold in the organization
- Time in the company
- Decision-making power
- Age range
- Gender
- Location
- Direct contact (email, telephone, etc.)
- etc
3 – How to Identify the Ideal Customer Profile?
An easy way to start identifying your asb directory customer profile is by looking at your own customer base. Go to your CRM or customer spreadsheet and ask yourself the following questions:
- In which segment do we have the most deals?
- What is the average ticket for closed deals?
- Which segments are most likely to close this month?
These 4 questions are the first step and serve as a basis for you to better understand who your customers are.
Benefits of knowing your Ideal Customer Profile
- Identifying where to find more contacts with the same profile
- Customers with a greater chance of closing a deal, as their profile will be the same as that of active customers
- Shorter negotiation time and high conversion rates
- Improved lead qualification
- Better customer deception with your brand, after all you are speaking your customer’s language
- Prospecting team should not waste time prospecting clients outside the ideal profile
- Improving sales and marketing strategies
- Specific adjustments to products and services offered through highly relevant feedback
- etc
4 – Ideal Customer Profile in Pcontrol
We have reached the last stage of the Pcontrol Cycle. Last but not least, identifying the ideal customer profile simultaneously closes and opens the Pcontrol feedback cycle.