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Does Your ICP Answer the “Why” Question?

The Big A-Ha

Conventional ICP definitions do not capture “why” your product is relevant to prospects right now.

Why It Matters

This basic ICP definition weakens all downstream Marketing and Sales activities because they lack the ingredients essential for building empathetic and impactful connections with prospects.

Go Deeper: Building a More Impactful ICP

Are you still building your ICP on just firmographics and technographics?

That’s like trying to navigate a modern city with a treasure map from the 1700s. Sure, it gives you a basic direction, but good luck finding the WiFi password.

Consider this: firmographics might tell you that a company falls within your ideal industry, and technographics might reveal they’re using complementary technology. 

But do these data points tell you about their urgent business challenges? 

Do they highlight the specific use cases where your solution can shine?

Do they capture the critical buying triggers that prompt decision-makers to act now rather than later? 

Spoiler alert: they don’t. Missing this essential information means your ICP is incomplete and ends up compromising all the Marketing and Sales collateral and activities based on it.

A Better Way: Incorporate Use Cases, Challenges, & Buying Triggers

When you ignore use cases, you’re missing key context. It’s like knowing someone loves food but having no clue if they’re a vegan or a BBQ enthusiast. A firm might be in your target vertical, but without understanding the specific problems they’re trying to solve, your pitch can easily miss the mark. You end up talking past your prospects, offering gluten-filled bread to someone on a keto diet.

Challenges are the real pain points driving the buying process. If you’re not tuned into these, you’re just another vendor adding to the noise. Understanding the challenges that keep your prospects up at night allows you to position your solution as the aspirin to their headache. Without this insight, you’re simply pushing a product rather than offering a remedy. And no one likes a pushy salesperson, especially one without the cure.

Buying triggers are the catalysts that turn interest into action. These can range from regulatory changes and competitive pressures to internal shifts like leadership changes or budget cycles. Missing these triggers means missing the narrow windows when prospects are most receptive to making a change. You’re left wondering why your meticulously crafted campaigns fall flat, unaware that the timing was off. It’s like showing up to a Halloween party dressed as Santa Claus – just awkward and out of sync.

The ramifications are clear: lower engagement, longer sales cycles, and missed revenue targets. In a world where every competitor is vying for the same decision-makers’ attention, standing out requires deeper insight. Without it, you’re just another voice in the crowd, easily ignored.

It’s time to elevate our approach. Understanding use cases, challenges, and buying triggers isn’t just a nice-to-have—it’s a must-have. Let’s stop settling for the basics and start aiming for the insights that truly drive conversions. Because trust me, in the world of B2B, nobody wants to be Santa Claus at a Halloween party.

#B2B #SalesStrategy #CustomerInsights #GTM #MarketingFails

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