Defining ICP for B2B companies

How to create the ICP playbook for your B2B SaaS brand?
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𝟏. 𝐃𝐞𝐟𝐢𝐧𝐞 𝐲𝐨𝐮𝐫 𝐈𝐂𝐏 🎯- I've broken down the "how to define your ICP" into simple steps in my recent
post. Adding the link in the comment (𝘫𝘶𝘴𝘵 𝘢 2 𝘮𝘪𝘯𝘴 𝘳𝘦𝘢𝘥).

𝟐. 𝐒𝐞𝐠𝐦𝐞𝐧𝐭 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐛𝐚𝐬𝐞𝐝 𝐨𝐧 𝐈𝐂𝐏𝐬 👥- Having the ICPs defined, bucket your existing
customers in the respective ICPs.

𝟑. 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐭𝐡𝐞 𝐏𝐨𝐂𝐬 & 𝐭𝐡𝐞𝐢𝐫 𝐝𝐞𝐬𝐢𝐠𝐧𝐚𝐭𝐢𝐨𝐧𝐬 👀 - Get the list of people involved in the end-to-end
discussion and add their designations against that ICP.

𝟒. 𝐅𝐫𝐚𝐦𝐞 𝐭𝐡𝐞 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐬 📸 - Now that you have the PoCs & the designations collected for all customers,
segment the designations as: Decision makers; champions (decision influencers); and executioners (end
users) for each ICP. These are the personas.

𝟓. 𝐌𝐚𝐩 𝐭𝐡𝐞 𝐩𝐞𝐫𝐬𝐨𝐧𝐚'𝐬 𝐩𝐫𝐨𝐛𝐥𝐞𝐦𝐬 😞 - Script down all the problems of each of those personas.

(Points no. 3, 4 & 5, - your sales team will be the source of truth. Validate that by speaking with your
customers as well)

𝟔. 𝐏𝐢𝐜𝐤 𝟏 𝐜𝐨𝐫𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐟𝐨𝐫 𝐞𝐚𝐜𝐡 𝐩𝐞𝐫𝐬𝐨𝐧𝐚 🚨- When you speak with your sales team, you will notice
them emphasizing, repeating and betting specific customer problems. Those are signals to mark a
problem as priority.

𝘗𝘚: 𝘚𝘱𝘦𝘢𝘬 𝘸𝘪𝘵𝘩 𝘺𝘰𝘶𝘳 𝘴𝘢𝘭𝘦𝘴 𝘵𝘦𝘢𝘮 𝘮𝘦𝘮𝘣𝘦𝘳𝘴 𝘪𝘯𝘥𝘪𝘷𝘪𝘥𝘶𝘢𝘭𝘭𝘺 𝘢𝘯𝘥 𝘴𝘤𝘳𝘪𝘱𝘵. 𝘕𝘰𝘵 𝘢𝘴 𝘢 𝘨𝘳𝘰𝘶𝘱 𝘢𝘤𝘵𝘪𝘷𝘪𝘵𝘺 𝘣𝘺
𝘴𝘩𝘢𝘳𝘪𝘯𝘨 𝘢 𝘴𝘱𝘳𝘦𝘢𝘥𝘴𝘩𝘦𝘦𝘵 𝘸𝘪𝘵𝘩 𝘵𝘩𝘦𝘮 𝘰𝘳 𝘱𝘶𝘵𝘵𝘪𝘯𝘨 𝘵𝘩𝘦𝘮 𝘢𝘭𝘭 𝘪𝘯 𝘢 𝘵𝘰𝘸𝘯𝘩𝘢𝘭𝘭.

𝟕. 𝐂𝐨𝐧𝐯𝐞𝐫𝐭 𝐭𝐡𝐞 𝐜𝐨𝐫𝐞 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 𝐢𝐧𝐭𝐨 𝐚 𝐛𝐞𝐧𝐞𝐟𝐢𝐭 👍- Convert all those core problems across each persona
into a benefit or use case. Provided there should be a product feature that solves the problem.

Below is an example of the ICP playbook I created for one of Qoruz's (influencer marketing platform)
personas.

𝘾𝙤𝙢𝙥𝙖𝙣𝙮 𝙣𝙖𝙢𝙚 - Marico

𝙄𝘾𝙋 - Enterprise brand that outsources influencer campaigns to agencies
𝙋𝙤𝘾 𝘿𝙚𝙨𝙞𝙜𝙣𝙖𝙩𝙞𝙤𝙣 - Sr. Brand Manager
𝙋𝙤𝘾 𝙋𝙚𝙧𝙨𝙤𝙣𝙖 - Champion user
𝙋𝙖𝙞𝙣 𝙋𝙤𝙞𝙣𝙩 - Lack of standard reporting to measure campaign ROI and share with the leadership team
𝘽𝙚𝙣𝙚𝙛𝙞𝙩 - Using Qoruz reporting, generate shareable, comprehensive reports in standard format for
your campaigns

Cool! Next?
Use it across your ads, landing pages, playbooks, sales decks, website and Whatnot!