How do you identify ideal customer profiles and operationalize them as a part of your GTM strategy?
Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 3y
Ideally, before a launch, you have worked hand-in-hand with the product team to understand who the product is for, and what product it solves. But if you are coming into ...
4997 Views
Stripe Head of Product Marketing, APAC • 2y
Too often I see folks trying to assemble the broadest ICP possible. The logic is that by inflating my TAM/SAM/SOM to the biggest number possible, I am increasing my odds ...
11692 Views
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Iterable Chief Marketing Officer • 3y
If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to ...
3272 Views
Treasure Data Director of Product Marketing • 3y
Looking at your current customer base and the characteristics of top customers (I do this based on ARR) is a great place to start! You can focus on relevant characteristi...
1437 Views
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
Many methods exist to identify ideal customer profiles (ICP) for your product. The simple approach is to look inwards to understand product-market fit among your existing...
2966 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Love this question! I also have to call out we love joking about this acronym and affectionately call it "Insane Clown Posse" like the hip hop duo versus the marketing te...
1013 Views
Shopify Director of Product Marketing • 2y
In order to identify ideal customer profiles as part of your GTM strategy you should do the following in the early stages of the GTM planning:Conduct market research. You...
3129 Views
Postscript Vice President Of Product Marketing • 1y
This is all about the Ideal Customer Profile (ICP) comes in. I'm going to start with the three main use cases for your ICP aka operationalizing:For your GTM team the its ...
1248 Views
ICP is a funny topic. First, it's not about persona. I think there is confusion around ICP and persona. ICP is about the propensity to buy, which involves firmographic (w...
1443 Views
AlignICP Founder • 2y
The answer to this question varies dramatically depending on the size and stage of your company. Here is a model we build for B2B SaaS organizations:We believe that ideal...
290 Views
Fountainhead Product Marketing Founder | Formerly Citrix, EMC, Auth0 • 2y
First, the GOAL of an ICP is to help you precisely message, find, and qualify the right prospects. So ICPs need to be more than simple firmographics + titles. Double-cli...
305 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2y
It all starts with data! I typically segment my buyer profiles into company size (which is ultimately driven by how much money they spend with us), but there are many way...
1462 Views
Related Questions
How do you start with a GTM strategy? How do you differentiate pure product marketing GTM strategy and tactics from other functions within the company, for example from customer marketing or even the product manager? What has been the most effective way to qualitatively collect feedback on your GTM?How can a GTM for a new product with comparatively fewer features than the competitors, but it is affordable, be planned in a saturated market?How does partner GTM vary when targeting enterprise vs small biz customers?What is your personal process for GTM readiness?