They contain information on those customer niches that are ideal for the company.
They include not only the personal profile (buyer persona), but also the company profile (size, industry, context, etc.).
Is it a startup?
Is it a developed company?
Is it in the midst of a regional or global expansion?
The context also defines the type of company within the ICP.
Typically, in B2B, companies have several actors within the purchasing process, and the ICP must consider them all.
Who participates in the purchasing process?
What roles do each one play?
Buyer, influencer, decision-maker, sponsor, technical recommender.
What are pain points? Pain points
are the points of pain that mobilize the people who make up the ICP to take action.
The pain is the trigger, the stimulus that makes a person react and make the decision to consult potential suppliers about the solution to a problem x.
They can also be defined as “stones in the shoe” that hinder these people within the organization from being able to achieve their area or department objectives.
Why demand generation based on the pain points of each ICP works better
The Pain Point is the bridge through which our value proposition can connect with an ICP.
If I have the pain well mapped, I make sure I have a good way to “connect” with the potential client.
When I talk to that potential client, not about my product but about their malaysian numbers problem, what I do is generate a connection based on empathy.
And in this way I am delivering value from the beginning of the relationship.
We must be clear about the pain points that will allow me to connect with each ICP.
To do this, we must first:
define the ICP
be clear about the pain points
find the product market fit
transform this into relevant narratives: messages that connect with the ICPs by responding to their pain points.
This is a way of thinking not only about demand generation, but also…
marketing messages…
prospecting…
web content… blog content
…
social selling strategy…
email marketing cadences…
In short, the best way to connect with your prospects and clients.