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start with what you already know about your current customers.  What makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point.\n\nThat discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions.\n\nThinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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No one wants to work that hard to understand if a company can help them. Providing clarity is not their job. It’s yours. And an overabundance of information buries clarity. You often know much more about your offering than the current pressing problem your prospects are facing… so you talk more about yourselves than about them. But, at best, they are mildly interested in you. They’re more interested in themselves — how you can help them. Far too few value statements and websites demonstrate empathy for the client’s challenge, but that’s exactly what the client is looking for.  You’re not even clear yourself on what the lead value offer is… you do so many things so well that it may be hard to pick your strongest value. But as one marketing pundit once said, it’s better to narrow your market to broaden your appeal. The same is true with your offer. It’s better to focus your message and give it wings to fly, rather than to spray a plethora of options and pray it will land. ","absoluteBoundingBox":{"x":36120.0,"y":2291.0,"width":343.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":36124.42578125,"y":2297.09594726562,"width":336.7734375,"height":759.744140625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1224.0]],"size":{"x":343.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2,2],"characters":"You have a lot you want to tell them… but if you say too much, your prospect shuts down from the cognitive overload and walks away before exploring further. 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It’s better to focus your message and give it wings to fly, rather than to spray a plethora of options and pray it will land. ","lineIndentations":[1,0,1,0,1],"lineTypes":["ORDERED","NONE","ORDERED","NONE","ORDERED"],"listStartOffsets":[1,null,2,null,3],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"2":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2049:162263":{"type":"FRAME","id":"2049:162263","name":"Frame 182","absoluteBoundingBox":{"x":36120.0,"y":1611.0,"width":343.0,"height":640.0},"isolatedAbsoluteRenderBounds":{"x":36120.0,"y":1611.0,"width":343.0,"height":640.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,544.0]],"size":{"x":343.0,"y":640.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2049:162264","2049:162273","2049:162274"]},"2049:162274":{"type":"TEXT","id":"2049:162274","name":"Developing the firmographic description of your ideal customer is usually not very difficult. And it can be gratifying to easily find list sources that give you a long list of prospects that match that profile.  It’s tempting to just leave it there and kick off a marketing campaign to reach them. That would be a mistake.  Because you’d be leaving out two critical ingredients that can lead you to an even better value offer. The first are the environmental characteristics of the ideal customer. These describe the operating environment they work in that are a good match for your product or service. Think of these as the “what” your customer has to work with to do their job (the tools and structures they work in). Here are some examples:","absoluteBoundingBox":{"x":36120.0,"y":1675.0,"width":343.0,"height":576.0},"isolatedAbsoluteRenderBounds":{"x":36120.14453125,"y":1681.33605957031,"width":338.875,"height":567.039916992188},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,64.0]],"size":{"x":343.0,"y":576.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Developing the firmographic description of your ideal customer is usually not very difficult. And it can be gratifying to easily find list sources that give you a long list of prospects that match that profile. \n\nIt’s tempting to just leave it there and kick off a marketing campaign to reach them.\n\nThat would be a mistake. \n\nBecause you’d be leaving out two critical ingredients that can lead you to an even better value offer.\n\nThe first are the environmental characteristics of the ideal customer. These describe the operating environment they work in that are a good match for your product or service.\n\nThink of these as the “what” your customer has to work with to do their job (the tools and structures they work in). 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start with what you already know about your current customers.  What makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. 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Unfortunately, many only look at firmographic characteristics, such as type of firm, size, industry, location, etc to define their ICP.  And that might be the end of it. ICP. ✔ Check. But if you’re only relying on firmographic descriptors to build your ideal customer profile, you may be missing out on an opportunity to make your product or service offering even more appealing. After all, an ideal customer profile is a way of establishing product/market fit: What are the characteristics that are a best-fit for our offering? It’s even better to think of it as an expression of value/market fit: Who can get the most value from our offering? 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ICP. ✔ Check.\n\nBut if you’re only relying on firmographic descriptors to build your ideal customer profile, you may be missing out on an opportunity to make your product or service offering even more appealing. After all, an ideal customer profile is a way of establishing product/market fit: What are the characteristics that are a best-fit for our offering? It’s even better to think of it as an expression of value/market fit: Who can get the most value from our offering?\n\nHaving a well-conceived ICP for your offering brings three key advantages:","lineIndentations":[0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2174:100377":{"type":"TEXT","id":"2174:100377","name":"Developing the firmographic description of your ideal customer is usually not very difficult. 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What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point.\n\nThat discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions.\n\nThinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point.\n\nThat discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions.\n\nThinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. 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current customers.  What makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. 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Here are some examples:","absoluteBoundingBox":{"x":36120.0,"y":2075.0,"width":343.0,"height":576.0},"isolatedAbsoluteRenderBounds":{"x":36120.14453125,"y":2081.3359375,"width":338.875,"height":567.0400390625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,64.0]],"size":{"x":343.0,"y":576.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Developing the firmographic description of your ideal customer is usually not very difficult. And it can be gratifying to easily find list sources that give you a long list of prospects that match that profile. \n\nIt’s tempting to just leave it there and kick off a marketing campaign to reach them.\n\nThat would be a mistake. \n\nBecause you’d be leaving out two critical ingredients that can lead you to an even better value offer.\n\nThe first are the environmental characteristics of the ideal customer. These describe the operating environment they work in that are a good match for your product or service.\n\nThink of these as the “what” your customer has to work with to do their job (the tools and structures they work in). 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What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. 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Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point.\n\nThat discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions.\n\nThinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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B2B business leaders understand that they need an Ideal Customer Profile (ICP). Unfortunately, many only look at firmographic characteristics, such as type of firm, size, industry, location, etc to define their ICP.  And that might be the end of it. ICP. ✔ Check. But if you’re only relying on firmographic descriptors to build your ideal customer profile, you may be missing out on an opportunity to make your product or service offering even more appealing. After all, an ideal customer profile is a way of establishing product/market fit: What are the characteristics that are a best-fit for our offering? It’s even better to think of it as an expression of value/market fit: Who can get the most value from our offering? Having a well-conceived ICP for your offering brings three key advantages:","absoluteBoundingBox":{"x":34008.0,"y":852.0,"width":576.0,"height":336.0},"isolatedAbsoluteRenderBounds":{"x":34008.22265625,"y":858.335998535156,"width":574.9453125,"height":327.231994628906},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":576.0,"y":336.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Most B2B business leaders understand that they need an Ideal Customer Profile (ICP). Unfortunately, many only look at firmographic characteristics, such as type of firm, size, industry, location, etc to define their ICP. \n\nAnd that might be the end of it. ICP. ✔ Check.\n\nBut if you’re only relying on firmographic descriptors to build your ideal customer profile, you may be missing out on an opportunity to make your product or service offering even more appealing. After all, an ideal customer profile is a way of establishing product/market fit: What are the characteristics that are a best-fit for our offering? It’s even better to think of it as an expression of value/market fit: Who can get the most value from our offering?\n\nHaving a well-conceived ICP for your offering brings three key 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start with what you already know about your current customers.  What makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future? Next, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?   Remember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale. Now that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered.  Find those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future. We recently worked with a client that had developed only a modest firmographic profile of their ideal client. We helped them examine the environmental and behavioral characteristics of their ideal customer and discovered a regulatory requirement that was both a high economic driver for their customers as well as one perfectly suited for their offering–once a modest change was made to better align the offering to that specific pain point. That discovery was key to the entire value offer we crafted for them which gave them a competitive distinction in their market and a key selling point in the sales nurturing process. All of that courtesy of broadening their ICP to include those additional dimensions. Thinking about the environmental and behavioral elements of your ICP takes work. Unlike firmographic characteristics, where there are a few common factors, there is no common set of factors for environmental or behavioral characteristics. But the effort you apply now to understand these added dimensions of your ICP can literally be a game changer for your 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start with what you already know about your current customers. \n\nWhat makes a customer ideal for your business? What is firmographically true about the customers that are your most profitable, that have the highest lifetime value for your firm? Or those that best represent the type of customers you want to attract in the future?\n\nNext, identify your current customers that fit that firmographic profile. What can you learn from those customers about their environmental and behavioral characteristics that accelerated their adoption of your offering?\n \nRemember, the purpose of having an ideal customer profile is to focus your marketing and sales efforts to speed your time to sale, so look for those factors that created a favorable condition for buying your product or service. You don’t need a lot of elements in an ICP, you just need the ones that are most likely to advance a sale.\n\nNow that you’ve examined your customer base for environmental and behavioral factors, it’s time to look at the flip side–those prospects you lost in a sales cycle, particularly those who firmographically should have been a good fit. Many of those losses may be because their environmental or behavioral characteristics weren’t ideal. But it may also be that there are those that have different environmental or behavior factors that you’ve not yet considered. \n\nFind those and you’ve found gold, because it’s likely those characteristics were missed in your past marketing and sales efforts. And often, making small adjustments in your sales and marketing engagement to account for them can help snag those customers in the future.\n\nWe recently worked with a client that had developed only a modest firmographic profile of their ideal client. 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