Have you heard of ideal customer profiles (ICPs)? Creating and using an ICP is a common tactic used by B2B sales reps. B2B companies typically have a specific audience of buyers who purchase their products or services. Rather than mass-marketing their products or services, they selectively targets prospective buyers within this predefined audience. With an ICP, you'll know which prospective buyers to target with your sales and marketing messages.
Overview of ICP
An ICP is a metaphorical profile that represents a typical buyer who purchases your B2B company's products or services. If your B2B company sells commercial construction equipment, its primary buyers will probably consist of executives for commercial construction companies. Other professionals may buy commercial construction equipment as well, but most of your B2B company's sales will likely come from commercial construction companies that specialize in commercial building projects. Therefore, your B2B company's ICP will be decision-making executives for these commercial construction companies.
Benefits of Using an ICP
You can often generate sales without using an ICP. If you have a strong sales pitch with an emphasis on value proposition, prospective buyers may feel enticed to make a purchase. With that said, using an ICP can prove beneficial for several reasons.
For starters, using an ICP will likely result in higher conversion rates. You can spend countless hours promoting and pitching your B2B company's products or services, but if you target the wrong audience, you won't get many sales. Using an ICP ensures that your sales messages reach the right audience. Therefore, you'll generate more sales for less work.
Another benefit of using an ICP is more referrals. Referrals occur when an existing buyer recommends your B2B company to another buyer. With an ICP, you'll reach prospective buyers who have a strong desire to buy your B2B company's products or services. If they are happy with their purchase, these buyers may recommend your B2B company to their coworkers or colleagues. The end result is more referrals that ultimately help your B2B company succeed.
Using an ICP will help your B2B company create a stronger foothold in its respective market. Without an ICP, you'll probably end up promoting products or services to irrelevant buyers who have little or no interest in making a purchase.