How to create an Ideal Customer Profile (B2B lead generation)

hey sending cold emails but not getting
the results you want one of the reasons
might be that you're not sending your
emails to the right people so watch this
video to find out how to define your
ideal customer profile to have a better
chance at getting more replies and
closing more deals
of people out there say my product is
for everyone or i want to contact as
many people as possible to close more
deals well that's not how it works the
truth is that by trying to reach out to
everybody you end up reaching out to
nobody to get the most results out of
your outreach you have to find the
specific people that are most likely to
want your product or service this way
you'll save tons of time and get faster
results but before i explain how to find
your target audience let me tell you why
it matters and why you should keep
listening if you start your cold
outreach without targeting the right
people first you will spend a lot of
time on unqualified leads which means
low reply and conversion rates thus the
first step of called outreach is
defining your target audience by
creating your icp and buy a persona it
will be easier to personalize your
messages because you'll know the person
you're reaching out to that means you
will increase reply and commission rate
you'll stop wasting money and time on
people who are not your customers and
you will perform better for your clients
because you know their needs now let's
get into it how can you determine your
ideal customer profile remember that an
icp is a hypothetical description of the
type of company that would receive the
most value from your product or solution
before doing anything be very specific
about the problems you solve then you
can use your existing clients to find
new ones plan your icp in three steps
create a list of your best clients pick
around 10 who are your most profitable
customers how much do they pay you what
value do they get from you how long have
they been with you if they are your best
customers then you want more like them
once you pick them identify common
attributes here you need to do a bit of
research to gather a list of all the
attributes these customers share you can
look at thermographics what demographics
are to people firmographics or to
organizations it includes things like
industry which industry are they in size
of the organization annual revenue
number of customers employees the
location where they based or their local
regional national or international the
growth rates how fast are they growing
you can also use technographics what
technology are they using which adwords
software's etc one tool i can help you
with that is built with it lets you
analyze a company's specific web
technologies for example i can search
for headspace and corporation
so i can click on technology profile and
see what they're using for analytics and
tracking widgets their content managing
system etc then you can go a bit further
in your research by looking at their
social and cultural characteristics what
is their company culture what are their
values their ways of working then look
at some recent changes that may have
occurred in the company like structural
changes hiring merge acquisition these
changes can have an impact on their
needs for example if they're growing
fast they'll be likely to invest in new
tools the last thing you can do is call
them or conduct interviews to understand
your customers better by asking them
questions like what are the goals for
the next x month x years what are the
biggest pain points challenges what
impacts that the specific problem have
on their team company what problem is
your product solving for them are they
satisfied with your products what are
the x most important features for them
what are the best and worst features
what's their buying process like how
much do they have to allocate to
products like yours this will help you
understand their goals and pain points
why and how they use your product
service once you have all the data you
need the last step is to prioritize the
attributes from your ideal customers
identify the ones that matter the most
pick between 5 and 10 to define your icp
remember that your ideal customer should
be ready meaning they have a problem to
solve or an opportunity to take
advantage of and they are aware of it
they also need to have a sense of
urgency to act on it willing to take
action to solve the problem able having
the budget and the authority to solve
the problem success potential they must
have the best possible chance of success
using your solution acquisition
efficiency your solution should be easy
and cost effective to acquire you need
to take into account the actual cost of
acquisition including onboarding and
customer support costs for instance
ascension potential meaning they will be
likely to purchase from you again this
can be a cross sell or upsell advocacy
potential they will advocate on your
behalf refer customers to you provide
testimonials spread product warrants etc
now that you've determined your icp it's
important to remember that you're
actually going to sell your solution to
people not the company itself that's why
you need to identify specific people
within the company that you want to
reach you're looking for the ones making
the buying decisions and the ones that
will use your solution twistably should
buy a persona look for this information
what is their educational background
their age range what is their job title
what is their function within the
organization what are their goals needs
and pain points the size of their team
what role do they play in the bank
process decision maker end user etc what
technology are they using how will they
use your product service on what
channels can you reach them what is
their past purchase this allows you to
define the channels that you should
focus on for attracting these types of
clients what could hold them back from
buying by analyzing what could hold them
back you're ready to have counter
arguments created for each of their
points that always try to focus on
understanding their motivations why
would they need your product and what
struggles is this person trying to solve
for example marty is working for a
recruiting firm his job is to recruit
profiles for a certain company what does
need he needs to identify attract and
recruit the right people for relevant
roles within an organization as fast as
possible so this type of buyer persona
is more for a sales person if you need
to create more of a marketing buyer
persona or b2c1 check out our video on
the topic after you have created your
persona you can now take this
information to create a scrapable
persona or one that you can use to find
information about crepeable personas or
essentially a shorter version of your
personal with information
you can use to find your target all you
need is to get the key points of
information that you will be able to use
to search for a target like your persona
it's really helpful if you want to
search for leads on websites like
linkedin you just need to go on linkedin
make a search and select the filters you
want for example just by using these
filters you can find targets belonging
to a specific industry in an exact job
role in a certain location and speaking
the language of your choice you can also
use the needs you defined earlier and
translate them into filters for example
if the objective was to double revenue
this can be translated by filtering the
growth of sales department if there are
more sdrs then it means that revenue
goals are higher or if you want to reach
c-suit level executives you can use the
years in current position filter to find
people that have been in a position for
a long time by using the scriptable
profiles you'll be able to focus on the
most important accounts by using
actionable data automate your data
collection and reuse these filters for
your other acquisition channels knowing
all this information about your clients
will help you generate leads and close
more deals why you know exactly the type
of client you want to reach you
perfectly understand their needs and you
know how your solution can help them
achieve their goals or solve their pain
points that is the first step to win at
cold outreach that's all let me know in
the comments if this video helped you to
better find your target audience