Tag: 101’s

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How To: Identifying your ICP

The Ideal Customer Profile, or ICP, is most commonly used by the sales team, to prospect and qualify leads. Knowing what an ideal customer looks like will help with segmentation strategy and lead scoring.

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How To: Building buyer personas

When you talk to B2B marketers about their target audience, they will often talk in terms of personas (and if they are not, they likely need to refine their strategy to be targeted). Below I explain the importance of personas and how you can build your own.

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How To: Create the perfect product brief

Every product or feature release requires a detailed product brief. This gives the entire organization insight into the what, how, and why a product is being launched. Here’s how to get started.

WTF is Product-Market Fit?

Whether it’s written out as Product-Market Fit or Product/Market Fit, you need to understand and have it for your marketing program to be successful.

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Demand Gen 101: Questions to ask

Demand gen comes in many forms. For B2C businesses, it is often called growth or acquisition (with a hint of retention). For B2B businesses, it is most correctly known as demand gen which encompasses the groups of marketing programs that drive leads and turn them into closed/won business. This is a primer to the things you should be thinking about when you’re focused on demand gen.

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How To: Leverage a win/loss analysis

Understanding why are you winning and losing business is critical in building successful marketing programs. Knowing where customers minds are at: what the special sauce is to lead them to put pen to paper, or why they are just saying no, will help you adjust your strategy and help the business keep track of the health of marketing and sales.