When you have several ICPs in a global market, how do you separate the messaging on your website? Are “solutions” pages enough? Should we have TOF content for each ICP?
1 Answer
Jason Perocho
Amperity SVP, Head of Marketing • June 18
You should have a full GTM funnel strategy for each of your ICPs.
Top of Funnel: What's the industry trend that's forcing your ICP to adapt or change? These trends have to be relevant for the message to resonate.
Middle of Funnel: What is the problem, solution, and value each of your ICPs is looking for? You can contextualize each using a jobs-to-be-done framework if there are multiple jobs. Focus on the value for the business.
Bottom of Funnel: What are the pains and benefits for a target persona in your ICP? Focus on improvements for the individual.
Sales Funnel: What's the playbook that helps bring the ICP through the sales process? Define out the
Discovery Questions
Objection handling
Sales Collateral
Offer (pricing and packaging)
645 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
April Rassa
Clari VP, Solutions Marketing
Susan "Spark" Park
Monzo Director of Product Marketing
Leah Brite
Gusto Head of Product Marketing, Employers
JD Prater
AssemblyAI Head Of Product Marketing
Jeff Hardison
Calendly VP of Product Marketing
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications
Related Questions
When running a refresh / update or complete transformation of messaging and positioning how do you kick this off in a structured way and then drive alignment?What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster? How does product and launch positioning and messaging differ?What's your current favorite pair of shoes? Why?What is your approach on developing messaging for new product/features? How do you incentivize your sales team (AE or CSM) for platform / solution selling versus a specific product offering?