{"id":9474,"date":"2022-02-03T19:04:37","date_gmt":"2022-02-03T19:04:37","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/create-an-ideal-customer-profile-to-boost-your-businesss-marketing-and-sales\/"},"modified":"2022-02-03T19:04:37","modified_gmt":"2022-02-03T19:04:37","slug":"create-an-ideal-customer-profile-to-boost-your-businesss-marketing-and-sales","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/create-an-ideal-customer-profile-to-boost-your-businesss-marketing-and-sales\/","title":{"rendered":"Create an Ideal Customer Profile to Boost Your Business\u2019s Marketing and Sales"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"hs_cos_wrapper_post_body\">\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=828&amp;height=414&amp;name=ideal-B2B-customer-profile.jpg\" alt=\"ideal-B2B-customer-profile.jpg\" title=\"ideal-B2B-customer-profile.jpg\" width=\"828\" height=\"414\" data-srcset=\"https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=414&amp;height=207&amp;name=ideal-B2B-customer-profile.jpg 414w, https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=828&amp;height=414&amp;name=ideal-B2B-customer-profile.jpg 828w, https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=1242&amp;height=621&amp;name=ideal-B2B-customer-profile.jpg 1242w, https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=1656&amp;height=828&amp;name=ideal-B2B-customer-profile.jpg 1656w, https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=2070&amp;height=1035&amp;name=ideal-B2B-customer-profile.jpg 2070w, https:\/\/www.weidert.com\/hs-fs\/hubfs\/blog_images\/ideal-B2B-customer-profile.jpg?width=2484&amp;height=1242&amp;name=ideal-B2B-customer-profile.jpg 2484w\" data-sizes=\"auto, (max-width: 828px) 100vw, 828px\"\/><\/p>\n<p>Truly <span style=\"font-weight: bold;\">understanding<\/span> your customers is the only way to effectively market to them, sell to them, and delight them. That may bring to mind <a href=\"https:\/\/www.weidert.com\/blog\/how-to-build-marketing-buyer-personas\" rel=\"noopener\" target=\"_blank\">buyer personas<\/a>, those fictionalized individuals who represent your customers. While well-articulated personas are absolutely necessary to creating valuable, relevant, compelling content, these are NOT the same as an ideal customer profile.<\/p>\n<p><span style=\"font-weight: bold;\">An ideal customer profile (ICP) is not a person, it is a business<\/span>. A type of company that will get the most benefits from your products and services while giving you high value in return.<\/p>\n<p>This tool helps you identify the <span style=\"font-weight: bold;\">strength<\/span> of a prospect, so you feel <span style=\"font-weight: bold;\">confident<\/span> investing effort into selling to that business. You can then <a href=\"https:\/\/www.weidert.com\/blog\/hubspot-sequences-sales-email-tips\" rel=\"noopener\" target=\"_blank\" style=\"font-weight: bold;\">train your sales team on connecting with these prospects<\/a> and equipping them to handle issues they may encounter.<\/p>\n<p>The foundation of a good ICP is <span style=\"font-weight: bold;\">data<\/span>; factual demographics including\u2026<\/p>\n<ul>\n<li aria-level=\"1\">the size of the business<\/li>\n<li aria-level=\"1\">the business\u2019s industry<\/li>\n<li aria-level=\"1\">what the business does<\/li>\n<li aria-level=\"1\">the business\u2019s revenue<\/li>\n<li aria-level=\"1\">why that business is likely to want your product and\/or service<\/li>\n<\/ul>\n<p>\u2026 and it goes far deeper.<\/p>\n<p><!--more--><\/p>\n<p>An ICP should also include <span style=\"font-weight: bold;\">behavioral<\/span> (recent activity) and <span style=\"font-weight: bold;\">psychographic <\/span>information (what people in that company may be thinking\/feeling). If available, information about actual individuals \u2014 specific buyers, users, and influencers \u2014 within a business can be very useful.<\/p>\n<p>Another necessary element of an ICP is <span style=\"font-weight: bold;\">strategic intent<\/span>. For instance, instead of targeting a prospect with a primary strategy of reducing costs, you look to attract prospects focused on reshoring as a supply chain strategy. Different, aren\u2019t they?<\/p>\n<p>The right strategic intent can result in working with a business with a quicker and more successful <span style=\"font-weight: bold;\">sales cycle<\/span>, a high customer retention rate, and is likely to be a powerful <span style=\"font-weight: bold;\">ambassador<\/span> for your brand.\u00a0<\/p>\n<p>Plus, your marketing team can more effectively share post-purchase communications to drive <a href=\"https:\/\/www.weidert.com\/blog\/inbound-flywheel-delight-stage-video\" rel=\"noopener\" target=\"_blank\">customer delight<\/a> and build customer <span style=\"font-weight: bold;\">lifetime loyalty<\/span>.<\/p>\n<p><span style=\"font-weight: bold;\">Trajectory<\/span> is another element to consider. What does long-term success look like, and how realistically attainable is that? Is the business in a dynamic industry? Is leadership positioning the company properly, and is that business equipped to grow? What challenges and opportunities lie ahead?<\/p>\n<h2>Creating An Ideal Customer Profile<\/h2>\n<p>A solid ICP begins with understanding which customers will <span style=\"font-weight: bold;\">get the most value<\/span> from your business while, at the same time, giving you profitable returns. But, don\u2019t forget about the intangibles, such as how the <a href=\"https:\/\/www.weidert.com\/blog\/customer-journey-map-surveys\" rel=\"noopener\" target=\"_blank\">relationship can provide marketing fuel<\/a> for you and\/or how your people feel about working with that customer. <span style=\"font-weight: bold;\">The intangibles matter!<\/span><\/p>\n<p>Start the ICP creation process by looking at your own <span style=\"font-weight: bold;\">top-end customers<\/span>. The best business relationships are symbiotic; they last long and stay strong because <span style=\"font-weight: bold;\">everyone benefits!<\/span> As you think about customers in that context, rank them from top to bottom, and then take the top quarter and consider the factors that make them your most preferred customers.<\/p>\n<p>You most likely won&#8217;t have any customers that score strong on everything that matters. Yet, we\u2019re going for the <span style=\"font-weight: bold;\">ideal<\/span> here! So, identify all the things you want in a customer, starting with the things that <span style=\"font-weight: bold;\">make you valuable<\/span> to them \u2014 because customers who love what you mean to them are most likely going to be valuable to you!<\/p>\n<h3>HOW DO YOUR CUSTOMERS BENEFIT FROM YOUR BUSINESS?<\/h3>\n<ul>\n<li aria-level=\"1\">Do you help them grow their business profitably?<\/li>\n<li aria-level=\"1\">Do you help them lower their cost of doing business?<\/li>\n<li aria-level=\"1\">Do you provide them something they can\u2019t elsewhere?<\/li>\n<li aria-level=\"1\">Do you have lots of relevant experience in their industry?<\/li>\n<li aria-level=\"1\">Do they learn things from you that are above and beyond what they pay you for?<\/li>\n<li aria-level=\"1\">Do you send business their way?<\/li>\n<li aria-level=\"1\">Does working with your business help them attract and retain talent, or improve the morale of their people? (remember the \u201cintangibles\u201d?!)<\/li>\n<\/ul>\n<p>Now, turn your focus on how they\u2019re valuable to you \u2026<\/p>\n<h3>HOW DOES YOUR BUSINESS BENEFIT FROM YOUR CUSTOMER\u2019S BUSINESS?<\/h3>\n<ul>\n<li aria-level=\"1\">Is your business with them consistently growing?<\/li>\n<li aria-level=\"1\">Do they allow you to earn a better than average margin because they value what you do?<\/li>\n<li aria-level=\"1\">Are their practices and values consistent with yours, making them easier to work with?<\/li>\n<li aria-level=\"1\">Do your best people compete for the opportunity to work with them?<\/li>\n<li aria-level=\"1\">Do they provide you with marketing value by being a business reference or testimonial?<\/li>\n<li aria-level=\"1\">Do they share valuable business practices that help you improve your business?<\/li>\n<li aria-level=\"1\">Have they introduced you to important new vendors, customers, or business partners?<\/li>\n<li aria-level=\"1\">Does your affiliation with them as a customer provide marketing value on its own?\u00a0<\/li>\n<\/ul>\n<p>Now, let\u2019s examine your top customers\u2019 characteristics, which can predict new ideal customers\u2026<\/p>\n<h3>WHAT DO YOUR CURRENT BEST CUSTOMERS LOOK LIKE?<\/h3>\n<ul>\n<li aria-level=\"1\">Size matters; are they small, medium, or large?<\/li>\n<li aria-level=\"1\">Are they startups or mature businesses? Is growth critical or is profitability most important?<\/li>\n<li aria-level=\"1\">Do they have lots of experience buying from your industry?<\/li>\n<li aria-level=\"1\">How active have they been in investigating you as a potential solution?<\/li>\n<li aria-level=\"1\">How do they buy? Is it a formal corporate process or is it completely at the discretion of each decision maker?<\/li>\n<li aria-level=\"1\">What would they say is the most important factor in deciding to buy or not buy from you?<\/li>\n<li aria-level=\"1\">How do they view your products\/services? Are you viewed as a commodity or an important value-add?<\/li>\n<li aria-level=\"1\">What is their culture like? Are their values well-articulated and demonstrated consistently?<\/li>\n<li aria-level=\"1\">How do they evaluate vendors after the relationship is launched? What matters most in the evaluation?<\/li>\n<li aria-level=\"1\">What kind of people do they hire and promote? Are most leadership positions filled by home-grown talent or do they usually go outside?<\/li>\n<\/ul>\n<h2>Dig Deep to Identify Important Customer Characteristics<\/h2>\n<p>When thinking about all the different ways to describe the best customers, it\u2019s easy to continue going deeper and deeper into all the ways to describe the<span style=\"font-weight: bold;\"> ideal.<\/span><\/p>\n<p>When you think about constructing a truly thoughtful ICP, the first and most obvious application is in <span style=\"font-weight: bold;\">evaluating leads and opportunities<\/span>. It\u2019s wisest to focus energies on converting and closing leads that come closest to the ideal.<\/p>\n<p style=\"text-align: center;\"><em><span style=\"color: #00bfff;\">RELATED: <\/span><\/em><a href=\"https:\/\/www.weidert.com\/blog\/how-to-identify-sales-prospects\" style=\"color: #00bfff;\" rel=\"noopener\" target=\"_blank\"><em><span>Why and How to Identify Your Best Sales Prospects<\/span><\/em><\/a>\u00a0<\/p>\n<p>Additional, more far-reaching, benefits of understanding your ideal are creating <span style=\"font-weight: bold;\">content<\/span>, planning <span style=\"font-weight: bold;\">social media<\/span> activity, and <a href=\"https:\/\/www.weidert.com\/blog\/industrial-marketing-positioning-statement\" rel=\"noopener\" target=\"_blank\" style=\"font-weight: bold;\">articulating your brand promise<\/a> to that ideal.<\/p>\n<p>Just like any human relationship, the more you <span style=\"font-weight: bold;\">understand<\/span> about what makes your ideal customer tick, the better equipped you are to connect with them with relevance, meaning, and credibility.<\/p>\n<p>In addition to creating an ICP, another key to business growth is aligning your marketing and sales teams to ensure they\u2019re on the same page about what makes a good lead and what your prospects and customers care about. Our eBook is a comprehensive guide to preparing, building, and <a href=\"https:\/\/www.weidert.com\/marketing-and-sales-service-level-agreements-a-guided-tour-lp\" rel=\"noopener\" target=\"_blank\" style=\"font-weight: normal;\">implementing a sales and marketing service level agreement<\/a> (SLA). Get yours by clicking the link below!<\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6\"><span class=\"hs-cta-node hs-cta-fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6\" id=\"hs-cta-fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/65360\/fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6\" style=\"border-width:0px;\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/65360\/fa7ebc55-cd75-4963-bd4d-b5dd480fa1f6.png\" alt=\"A Guided Tour of Marketing &amp; Sales Service Level Agreements\"\/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.weidert.com\/blog\/ideal-customer-profile\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Truly understanding your customers is the only way to effectively market to them, sell to them, and delight them. That may bring to mind buyer&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Create an Ideal Customer Profile to Boost Your Business\u2019s Marketing and Sales - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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