When you have several ICPs in a global market, how do you separate the messaging on your website? Are “solutions” pages enough? Should we have TOF content for each ICP?
1 Answer
Amperity SVP, Head of Marketing • June 18
You should have a full GTM funnel strategy for each of your ICPs.
Top of Funnel: What's the industry trend that's forcing your ICP to adapt or change? These trends have to be relevant for the message to resonate.
Middle of Funnel: What is the problem, solution, and value each of your ICPs is looking for? You can contextualize each using a jobs-to-be-done framework if there are multiple jobs. Focus on the value for the business.
Bottom of Funnel: What are the pains and benefits for a target persona in your ICP? Focus on improvements for the individual.
Sales Funnel: What's the playbook that helps bring the ICP through the sales process? Define out the
Discovery Questions
Objection handling
Sales Collateral
Offer (pricing and packaging)
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