Proper identification of buyer personas

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To reach the right buyers, you need to know, well, who you want to reach. Your buyer persona is a semi-fictional representation of your ideal buyers. It can include things like job titles, goals, and challenges. From here, you can start to build out what sort of content and marketing channels will resonate the most with them.

Taking this a step further, you’ll also want to identify your ideal customer profile (ICP), which looks at the type of companies that are a good fit for your product or service. These are the business in which your buyer persona is housed.

buyer persona and ICP definitions

Creating a buyer persona and narrowing down your ICP can gcash database be challenging, but here are a few inputs to get you started:

Look at your existing customer data to see who is buying from you (and importantly, who has stayed!)
Conduct surveys or interview your current customers to gain further insights into their needs and pain points
Create a document that captures their typical demographic, interests, behaviors, and goals
Sort these into ‘personas’ to create detailed buyer profiles
2. Clarify your brand story
Take the steps with your wider teams to define who your company is, rather than just ‘what you do.’ This looks at defining an aspirational message to hone in on why your company is different than others. Typically, this is created by a combination of your founder/CEO, marketing and sales leadership and stakeholders from other teams.

Explore 14 examples of brand positioning (and why they work!)

If you need help with any of these steps, our team at New Breed can hold a Strategic Growth Workshop to dive into these pieces, which are essential to getting your demand generation and overall marketing tactics right.

3. Understand your Unique Selling Proposition
Your Unique Selling Proposition (USP) boils down to just a few lines of what makes your product different from your competitors. While the brand story focuses on your company as a whole, your USP looks specifically at your product and/or services and what makes them unique compared to what’s already on the market.