Ideal Customer Profile
This course explains the process of developing an Ideal Customer Profile (ICP) and Buyer Personas, as well as the importance of understanding both in B2B for effective nurturing and content marketing. The goal is to learn what steps to take, which sources of data to use, and the types of segmentation to integrate for ICPs and Buyer Personas for accuracy. The need for adapting content marketing to each ICP is also discussed as a strategy for creating an effective lead nurturing strategy.
Enroll for free
Who is this for?
- Marketers
- Sales representatives
- Client success managers
- Managers
What does it include?
4 video lessons (28 min)
2 guides and 1 toolkit
2 knowledge checks
Get a glimpse into the course
Course curriculum
Lesson 1. The journey towards ICP creation
Use this section to explain to potential students the value of your offering. Great copy shows your audience how their life might look after working with you. Start by identifying the problem you're solving. Next, present how their life will be different with the solution you’re providing. Finally, explain why you’re uniquely positioned to provide this solution.
Lesson 2. Segmentation strategy
There are so many ways in which a business or person can be described. However, not all of them are relevant for developing ICP and buyer personas. In this lesson, we will explore six key segmentation strategies and list examples of factors that might be used under each of them. The goal is to understand what aspects of segmentation are meaningful for the creation of ICP and buyer personas.
Lesson 3. Buyer personas and ICP
Use this section to explain to potential students the value of your offering. Great copy shows your audience how their life might look after working with you. Start by identifying the problem you're solving. Next, present how their life will be different with the solution you’re providing. Finally, explain why you’re uniquely positioned to provide this solution.
Lesson 4. Adapting content marketing to ICP
Knowing who your ICP and buyer personas are is an integral part of Lead Nurturing. Adapting your campaigns to serve the needs of your audience is the key to reaching the people who will engage with your message and brand. In this lesson, we will illustrate how content marketing assets can be adapted to fit the interests of your buyer personas. You will use this knowledge to nurture your leads down the sales funnel and build healthy relationships with your prospects.