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)
425 Views
Thursday, September 26 • 12PM PT
Increasing Sales Effectiveness through EnablementVirtual Event
+212
attendees
Top Product Marketing Mentors
Christy Roach
AssemblyAI VP of Marketing
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Lifecycle Marketing
Sarah Din
Quickbase VP of Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Klaviyo Head of Product Marketing
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Enable VP of Product Marketing
Priya Gill
SurveyMonkey Head of Global Marketing
Amanda Groves
Enable VP of Product Marketing
Related Questions
For products that serve both B2B and B2C, how do you bring about a differentiation between their B2B and B2C Product Marketing since there might be a lot of overlap of Personas and JTBD (Jobs to Be Done) across both? I know there will never be a one-size-fits-all answer, but what is in your experience the best way to start building a total economic impact (TEI) evaluation process for companies investing in your solution? Any best practices or tips?What are your creative ideas, tips, or resources that can help to improve storytelling skills? How do you as a product marketer create brand messaging that appeals to three highly distinct segments?What's the difference between messaging and positioning? In practice, how does industry marketing and solutions marketing look different from product marketing? Doesn't product marketing have to message to industries and solutions already?