A secret you probably didn't know about demand generation
Posted: Sat Jan 25, 2025 8:38 am
Demand generation should not be based on the product but on the pain points of each ICP
What are ICPs?
ICPs (ideal customer profile) are the definition of the ideal customer profile.
They contain information on those customer niches that are ideal for the company.
They include not only the personal profile (buyer persona), but also the company profile (size, industry, context, etc.).
Is it a startup?
Is it a developed company?
Is it in the midst of a regional or global expansion?
The context also defines the type of company within the ICP.
Typically, in B2B, companies have several actors within the purchasing process, and the ICP must consider them all.
Who participates in the purchasing process?
What roles do each one play?
Buyer, influencer, decision-maker, sponsor, technical recommender.
What are pain points? Pain points
are the points of pain that mobilize the people who make up the ICP to take action.
The pain is the trigger, the stimulus that makes a person react and make the decision to consult potential finance directors email list suppliers about the solution to a problem x.
They can also be defined as “stones in the shoe” that hinder these people within the organization from being able to achieve their area or department objectives.
Why demand generation based on the pain points of each ICP works better
The Pain Point is the bridge through which our value proposition can connect with an ICP.
If I have the pain well mapped, I make sure I have a good way to “connect” with the potential client.
When I talk to that potential client, not about my product but about their problem, what I do is generate a connection based on empathy.
And in this way I am delivering value from the beginning of the relationship.
We must be clear about the pain points that will allow me to connect with each ICP.
What are ICPs?
ICPs (ideal customer profile) are the definition of the ideal customer profile.
They contain information on those customer niches that are ideal for the company.
They include not only the personal profile (buyer persona), but also the company profile (size, industry, context, etc.).
Is it a startup?
Is it a developed company?
Is it in the midst of a regional or global expansion?
The context also defines the type of company within the ICP.
Typically, in B2B, companies have several actors within the purchasing process, and the ICP must consider them all.
Who participates in the purchasing process?
What roles do each one play?
Buyer, influencer, decision-maker, sponsor, technical recommender.
What are pain points? Pain points
are the points of pain that mobilize the people who make up the ICP to take action.
The pain is the trigger, the stimulus that makes a person react and make the decision to consult potential finance directors email list suppliers about the solution to a problem x.
They can also be defined as “stones in the shoe” that hinder these people within the organization from being able to achieve their area or department objectives.
Why demand generation based on the pain points of each ICP works better
The Pain Point is the bridge through which our value proposition can connect with an ICP.
If I have the pain well mapped, I make sure I have a good way to “connect” with the potential client.
When I talk to that potential client, not about my product but about their problem, what I do is generate a connection based on empathy.
And in this way I am delivering value from the beginning of the relationship.
We must be clear about the pain points that will allow me to connect with each ICP.