How do you define your ICP attributes when serving multiple markets, segments, varying levels of price sensitivity where typically the buyer profile is the same?

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4 Answers

Pricing and Packaging Industry Product Marketing Messaging Strategy

Sarah Din

Former SVP of Product Marketing at Quickbase • 6y

You want your ICP to give you a good sense for all of the above. Its hard to give you specifics, because this will vary by org. We defined our ICP per product (we have 8 products in our B2B portfolio), pulled sales data for the past 365 days, and did an in-depth analysis on that to define a few things such as: Top segments we win in (and trends over time) for each product (SMB, Mid-market, Enterprise) Top industries or verticals where we have been closing the most deals, with the highest AOV (p ...Read More

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Yannick Kpodar

Natixis Former Chief Marketing Officer, Dalenys & Xpollens Payment Solutions • 5y

This is a tough one. Each market will need to have a tailored approach but don't make it more complicated than it needs to be. At PayFit, we have similar pricing and packaging structure across all our countries, but the actual numbers will differ based on local dynamics. We also include some service add-ons specific to each market when needed. However, the overall target market (SMB) and product (payroll + talent management) will be the same. It's also easier for monitoring business performance ...Read More

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Ajit Ghuman

Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 4y

Even when you may be servinf different markets or segment with the same type of buyer. The needs of these segments are going to vary. A VP of Ecommerce at a D2C 200 person startup is solving for inherently different needs than a VP of Ecommerce at Nike. The D2C startup has a smaller budget and many SMB/Mid-market competitors to choose from. The MNC can pay a lot more and its likely that it is considering only a handful of vendors to solve its problem. The startup requires agility, perhaps an a ...Read More

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Daniel Palay

KPI Sense Chief Executive Officer • 6y

I would argue that, if you think the "buyer profile is the same" when there are so many important differences, that you need to refine (or redefine) what the buyer profile actually is. Properly defining the buyer profile in and of itself should account for many of these factors. Often, answering (or partially answering) the question of what problem you solve for each stakeholder is instrumental in developing that profile because you'll discover certain patterns that help in doing so.

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