Within a data-driven context, these two areas are equipped with information about customers to create more assertive approaches, thus reducing the cost of customer acquisition (CAC) and increasing the relationship time between the company and the consumer (LTV, lifetime value).
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Businesses have already realized that betting on data as the basis of their operations makes them more profitable and assertive.
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According to astudy by Gartner, about 68% of companies invest in so-called personalized marketing which uses data to drive actions.The survey shows that, on average, companies set aside 14% of their budget for this activity, but most of them have plans to increase this amount.
One of the most strategic tools a business can adopt to make its sales andmarketing more data-drivenis the creation of an Ideal Customer Profile (ICP).
Thus, all actions (campaigns, promotions, pricing) will be based on a specific customer profile.
This makes the process more accurate and avoids waste.After all, businesses that direct their marketing and sales strategies to a wide range of customers invest more than they profit.
What is an ICP?
The first thing that companies need to be clear in order to build a strategic ICP that is true to reality is its differentiation for thepersonas.
In marketing, it is common to have the design of the business personas to direct communication.Thus, different consumer profiles are designed to understand their pain, the right triggers that lead them to purchase, what their needs are, etc.
Ideally, personas need to be built on data as well.Gender, age, tastes, behavior profile, all these must be mapped to create options as close to reality as possible.
This data can often be extracted from CRM and aCustomer Data Platform(CDP) and enriched through aData Management Platform(DMP) to create complete personas.
The ICP, on the other hand, must be unique.
He is the ideal customer of the business, that is, it is necessary to study who really consumes the brand with quality and constancy, the most valuable customers.
In the case of B2B companies, for example, it is defined how much profit is made by the business that buys the solution, how many employees it has, how old the company is, etc.Based on the ideal customer, it is possible to createdata-drivenpersonas andmarketing strategies toassertively impact them.
The definition of the ICP must be clear, common and objective.That is, anyone who reads it must be able to understand it, all areas of the company must agree with the profile surveyed and the data used must be objective and possible to apply in segmentations for marketing and sales.
How to build an ICP
To design this ideal consumer profile, therefore, it is necessary to take into account information from all customers of a brand.
In ICP, unlike persona or target audience, it is important to focus on those who already consume the business, in order to be as assertive as possible.
Therefore, data from CRM and CDP are crucial in this construction.
While CRM brings specific information about the businesses that are in the customer base, CDP stores all the information about that customer's interaction with the company.
The software creates an ID for each data, by approaching the ID of the same user, it is possible to create a rich profile of the company's customer, which facilitates the understanding of user behavior, segmentation, and profile study, among others.
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For example, a company that sells people management software can map, through its CRM, that customers who:
- It has the highest average ticket, with 50 to 100 employees,
- They earn, on average, R$ 2.5 million per month
- They are located in medium-sized cities.
By doing this targeting through a Customer Data Platform (CDP), it is possible to identify that these customers are often impacted by LinkedIn ads and then consume rich brand materials, before the first hand-raise.AtCDP,it is also possible to understand the average time these companies use the software and how they relate to the brand.
With all this information, it is possible to design a complete ICP that is true to reality.
It is important, from time to time, to revisit the data to see if the business ICP remains the same, thus being always ahead of the market, understanding the trends and needs of the ideal consumer.
To create a strategic ICP, therefore, be sure to:
- Be objective;
- Use the company's real customer data;
- Draw a single profile;
- Know what the customer's challenges are;
- Understand your buying behavior;
- What are their objections to your product;
- What are your goals;
- What is the journey within your business?
How to activate the ICP
Withindata-drivensales andmarketingsectorsthe ICP should be the north.It is this profile that professionals should look to when making decisions such as product profit margins, proper pricing and seasonal promotions.
Within marketing, the ICP guides the definition of triggers used in campaigns, definition of distribution channels, understanding the strategy format and how to nurture the customer to increase your LTV.
Using data for more strategic marketing, therefore, should be the outlet for businesses that want to optimize their costs and make more strategic decisions.
In the market, the consumer's tendency to identify with the brand has been consolidated as one of the main factors in the purchase decision;by understanding who their customer is through the ICP, companies are able to boost this identification, focusing on assertive marketing and campaigns that really convert.
The secret is in knowing who to please, not in pleasing everyone!
