Ideal customer profiles must be consistently understood across relevant teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2021, 5:06 AM GMT+0

To create ICPs, identify qualities and quantifiers of a “great customer.”

Getting the ideal customer profiles (ICPs) right is crucial for businesses. An ICP is a “type of company that would benefit the most from your product or service.” It helps a brand be more noticeable among prospects, helps in tailoring campaigns better, improves engagement metrics and more.

Accurately defining ICPs can result in quicker and more successful sales cycles, better customer retention rates and more. Even with the assistance of AI and ML in generating an ICP, the author recommends bringing in human supervision to finalise the target account list.

Across the departments dealing with ICPs, there must be consistency in how ICPs are understood and used. Prioritising ICPs prevents them from becoming generic. Generic ICPs could lead to delayed campaigns, missed deadlines, poor performance, unhappy customers and dissatisfied employees.

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