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What are your tips for creating an ICP from scratch?

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3 Answers
Enterprise Product Marketing
  1. Liz Gonzalez
    Liz Gonzalez

    Zendesk Director of Product Marketing - Contact Center (CcaaS) • 3y

    Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the quantitative analysis 2) Conduct internal interviews from sales and account managers 3) Talk to customers. You’ll then start to see some trends across several attributes like industry; use case; tech stac ...Read More

    12,824 Views
  2. Kuber Sharma
    Kuber Sharma

    UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo

    Liz's three-pronged approach (quantitative, internal interviews, customer conversations) is the right framework. I want to add one piece that usually falls through the cracks: building a negative ICP alongside the positive one. At Salesforce, when we redefined the ICP for a product that had been selling into both mid-market and enterprise, we found that the existing ICP was actually two separate ICPs that had been averaged together. The average described nobody. When we split them and built sepa ...Read More

    172 Views
  3. Sharon Markowitz
    Sharon Markowitz

    Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y

    An ICP or Ideal Customer Profile is meant to serve as a guide for who to target, attract, and retain as the most valuable customers.  In other words, an ICP is about advising your sales team on accounts that they should be targeting based on specific qualities, but can be more broadly considered to support marketing and product teams. Here are tips for creating an ICP: Talk with internal stakeholders, like product, sales, and other subject matter experts (SMEs) in the industry that work at your ...Read More

    1,295 Views

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