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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?

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2 Answers
Messaging Strategy Platform and Solutions Product Marketing
  1. Scott Ivell
    Scott Ivell

    DeepL VP Product Marketing | Formerly Adobe, Salesforce • 8mo

    This is tough. I do think that Gen AI could mean fewer website visitors and therefore having a content and citation strategy is also key so you are surfaced on AI searches. Back to your website; the short answer: have one major hero story, then route by ICP. Create lightweight TOF content/modules for each ICP where the problems, language, and proof differ, and prioritise by impact. How I would separate the messaging Homepage tells the universal “why & why now” and the one‑sentence value prom ...Read More

    2,973 Views
  2. Jason Perocho
    Jason Perocho

    Amperity SVP, Head of Marketing • 2y

    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 perso ...Read More

    1,563 Views

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