for your sales and marketing efforts to succeed, you need both. the bp is used to understand your customers, create a customized environment for communication, and tailor your messaging. an ideal customer profile is a detailed description of a company that is most likely to become your client, along with the titles of its decision-makers that your sales team should target. this is the list of contact information you need to know to conduct outreach to your prospects. the icp is about the regular analysis of your market and planning your sales strategy accordingly. the best practice in creating a buyer persona is to provide information about your customers that’s the most relevant for your selling process. the obvious advantage is that you may be able to provide a more personalized approach to your potential buyers.
you don’t need to create a separate buyer persona for the searcher. your goal here is to find out what types of customers are the most profitable for you. are you sure that you work with all the industries and company sizes that might need your product? once you’ve defined the companies you want to target, you need to understand what titles will be the actual decision-makers in these organizations. that’s why you need to conduct a survey both among your buyers and your salespeople.analyze the titles in the average buying team. explain that the goal of this survey is to provide the best buying experience to all of your customers. next comes the most exciting part—applying your buyer persona and ideal customer profile in your sales and content marketing.
they have similarities in that they both include a set of guidelines your teams can use to qualify leads. some leads may not be a good fit, so it’s important to identify who can buy from you and who can’t. once you identify accounts that fit your icp, you want to start thinking about who your sales reps are talking to and who is responsible for actually making the purchase. a buyer persona is a semi-fictional, generalized representation of your customers that account for the demographics, goals, motivators, and challenges they are facing. with these personas, we have taken the focus away from their title, and can focus on the day-to-day challenges they encounter and solutions that your product/service can offer to remedy those challenges.
for those that are hubspot users, this is how you can add your buyer personas into the tool. below, you can see their icp and the buyer personas that they have defined: defining both your icp and buyer personas can help one another. if you can use your icp at the front end of that relationship, it can help your sales reps to prioritize accounts that are a good fit. take the time needed to define your icp and your buyer personas, because the effort you put in on the front-end can pay off in the long run when you are working with customers that are a great fit for what you have to offer! head over to the hubspot community to join a conversation or start one of your own.
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