Question Page

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?

Jason Perocho
Amperity SVP, Head of MarketingJune 19

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)

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