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Not sure which to choose for my ICP
Hello! I’m not sure which person would be my major and minor.
Background: I work for Optimizely, a tech company that sells experimentation and content solutions to marketers. When I asked who is the most likely person to hop on a call for our most popular product, web experimentation, I got slightly different answers.
The SDR’s said Sr. Directors / Directors / Managers of Digital Marketing. Or Webstire manager.
The AE’s and VP of Sales said VPs of MarketingWould love a second opinion.
Update: Summary of ICP
VP/Directors of Marketing in the e-commerce, or financial services sector. They are currently facing challenges in user acquisition, emotional buyer understanding, or process inefficiencies that overly rely on developers. These companies are data-driven, potentially in the midst of a digital transformation, and have experienced or are currently using basic A/B testing tools. They have an urgent need to optimize their digital experiences, especially with upcoming launches or campaigns, and are likely to see the value in upgrading to Optimizely’s advanced experimentation tools.
I have a couple of next steps for them.
1. Case study that our average experimentation customer sees 286% increase in ROI.
2. We also have a large pdf with 40 customer stories for different industries that could be good social proof. 3. We also have some videos and customer videos explaining the product.4. Have a more informational guide: “See how marketing and digital teams are not only keeping pace with the digital age but are also leading the charge in the industry’s evolution. “
The SDR’s said Sr. Directors / Directors / Managers of Digital Marketing. Or Webstire manager.
The AE’s and VP of Sales said VPs of Marketing
I think they’ve given you exactly what you need to hear –
- Reach out to the SDR recommendations for easy meeting bookings
- Reach out to the AE recommendations for more productive meetings but likely less in quantity
currently facing challenges in user acquisition, emotional buyer understanding, or process inefficiencies that overly rely on developers.
They have an urgent need to optimize their digital experiences, especially with upcoming launches or campaigns
This is great.
Your cadence doesn’t mention any of these things :D.
If someone has an urgent need to do something or an upcoming launch then that’s exactly what you should be leading with as there is natural urgency to it.
I have a couple of next steps for them. 1. Case study that our average experimentation customer sees 286% increase in ROI. 2. We also have a large pdf with 40 customer stories for different industries that could be good social proof. 3. We also have some videos and customer videos explaining the product. 4. Have a more informational guide: “See how marketing and digital teams are not only keeping pace with the digital age but are also leading the charge in the industry’s evolution. “
Your buyers don’t want content, they want solutions to problems.
Content is used to help build trust and to help cement the emotional decision to work with you, with the logic that can come from a case study/data.
Lean into their current state of mind/emotion to get the initial meeting in the diary.
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