Noa Eshed, head of Bold Digital Architects, emphasizes the importance of direct conversations in developing an ideal customer profile (ICP) for B2B marketing. The article underscores the challenges in reaching busy B2B decision-makers but highlights that effective ICP research starts with creativity and leveraging existing resources like CRM systems. Eshed advises collaborating with sales and customer success teams to quickly identify suitable interviewees, and suggests using LinkedIn strategically by refining searches and engaging in relevant industry conversations to connect with potential clients.
Defining your ICP without real conversations is tricky because you end up with assumptions (instead of insights). The gold comes from speaking directly with people who match your target profile.
Over the years, working with B2B tech startups across different industries, I've learned that successful ICP research starts with creativity and persistence.
You don't need to reinvent the wheel every time you need research participants. One of the richest sources of interviewees is your own CRM.
When you collaborate with client-facing teams, you move faster and avoid wasting time on contacts who aren't a fit.
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