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
Jason Perocho
Amperity SVP, Head of Marketing • June 19
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)
373 Views
Top Product Marketing Mentors
Morgan Joel
Intuit Head of Product Marketing, QuickBooks Live
Nisha Srinivasan
Sr. Product Marketing Manager
Stevan Colovic
Sharebird Product
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Surabhi Jayal
Sharebird Marketing Associate
Kelly Farrell
Intercom Product Marketing Manager
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite
Meg Murphy
IBM CMO, IBM Systems
Natalie Louie
ICONIQ Capital Product & Content Marketing
Harsha Kalapala
AlertMedia Vice President Product Marketing
Related Questions
How do you validate your messaging and positioning once you've already finalized them?How do you make copy engaging when marketing to a technical audience?Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch? How do you distinguish between a product, a feature, and a solution?Does your product marketing team sit in marketing, product management or someplace else?