Not the Insane Clown Posse!

Talking to a client recently and they looked blank when the term “ICP” came up. They then blurted out “The Insane Clown Posse?”.

Ahhh. No. The term we’re looking for is Ideal Customer Profile.

But that got me to thinking.

The Insane Clown Posse has their Ideal Customer Profile nailed. Their fans – the Juggalos – are as enraptured with the band as they are unmistakeable in how they present themselves.

The Juggalos dress up, show up and stand up as one to support the band. Whether you’re a fan of their music or not, the Insane Clown Posse has something many B2B businesses desperately lack:

A crystal-clear idea of who they are for.

That clarity is powerful. Because the fastest way to weaken your messaging, impact and demand gen efforts in B2B is to try to talk to everyone.

Anyone with a pulse?

If you ask most B2B companies who their ideal customer is, you’ll probably hear something along the lines of:

“Mid-sized businesses.”

“Companies that want to grow.”

“Anyone who needs what we do.”

“Anyone with a budget.”

In other words – we don’t know, so everyone looks good to us. And if everyone is your customer, no one will see themselves, their opportunities and their problems in your messaging.

Marketing messages become vague. Outreach feels generic. Sales conversations start cold. And cold conversations rarely convert.

Why your ICP matters more than ever

Demand generation works best when it focuses on a clearly defined audience. Your Ideal Customer Profile (ICP) will tell you:

• Which companies are worth targeting (they need what you sell and can afford to buy it)

• Which people within those companies matter in the consideration and decision-making process

• How those people prefer to engage

• Where they are likely to show intent

Knowing all this takes the guesswork out of marketing and ensures what you do is more efficient and much more effective. Demand generation quickly becomes a precise, measurable and accountable activity.

Your tribe already exists

The good news is your ideal buyers are already out there. B2B buying cycles can be long, so very few are likely to be in the market for your product or service right now.

But they are reading. They are researching. They are noticing. They are discussing your category with colleagues. They are forming opinions about vendors and starting to create a mental short list for later.

So you need to be consistently showing up in their world. With content and messages that are not generic wallpaper but instead talk directly to them and the challenges they face in their business.

Why a narrow market means an expanded opportunity

Many businesses are unwilling (or unable) to define their ICP. They don’t want to limit their audience and market opportunity. But when you talk to your tribe, the opposite happens. With clarity comes attention.

The better your message resonates with those you are best able to help, the faster it spreads and the more trust you will build.

Not only is it more effective, but it is also much more efficient.

Best of all, your pipeline starts to fill with the right conversations – not just more conversations.

Find your tribe first, then build demand around them

Once your ICP is clear, the way forward becomes much easier. Content becomes sharper and more relevant. Outreach hits warmer. Engagement improves.

And your sales team spends time talking to people who belong in the conversation.

Coincidentally, you’re reading this because we’ve identified you as part of our tribe, and exactly the type of client we’re here to help. If you want to build your ICP and a consistent, always-on demand gen engine designed to engage them, talk to the experts at The Demand Stream.

Or, if you prefer to listen to the Insane Clown Posse, click here.