Supercharge Growth Using Ideal Customer Profiles

HOW TO SUPERCHARGE YOUR GROWTH USING IDEAL CUSTOMER PROFILESLincoln Murphy, Founder

Sixteen Ventures

In this session we’ll cover…

Why does this even matter?1

2 Identify your Ideal Customer

3 Enter the Conversation

4 The Scientific Method

5 Dirty Little Secret

I’ve got a DIRTY little secretStick around... I’ll share it at the end

WHY DOES THIS EVEN MATTER?

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Most People START with TACTICSThat’s where most people go wrong. Don’t be most people.

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START with Your Customers!Then develop PERSONAS in that order

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TARGET specific CustomersEven though FOMO is telling you NOT to do this.

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MARKETING channels will appearOkay, it might take some work, but the results will be worth it!

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IDENTIFY YOUR IDEAL CUSTOMER

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ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

IDEAL CUSTOMER PROFILE

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SITUATIONAL AWARENESS

SituationalAwareness

Situational DefinitionWhat’s your Goal? What’s the Time Frame?

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IDEAL CUSTOMER PROFILEReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

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Input: Success PotentialSome customers are more likely to be successful than others

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Input: Acquisition PotentialSome customers are easier to reach and faster to close.

Input: Expansion PotentialSome customers will use more and more and more…

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Input: Advocacy PotentialSome customers will tell others about your product.

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You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile.

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1. Ideal Customer Profile2. Persona Development3. Empathy Mapping4.Distribution / Outreach

THE PROPER ORDER

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ENTER THE CONVERSATION

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Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”

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Desired Outcome consists of two parts: Required Outcome and Appropriate Experience

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“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

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“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937

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Success = Their Desired Outcome

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The topic of the conversation in their

mindSuccess = Their Desired Outcome

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For BOTH the Company & Personas

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THE SCIENTIFIC METHOD

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Observation Hypothesis TestThen you either pivot or double-down on what’s working

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Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?

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You CAN Run Multiple TestsThe only REAL constraint is on resources and customer knowledge

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My DIRTY little secret is…Even "ugly" designs and “bad” copy WILL work when super-targeted

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@lincolnmurphy

Lincoln Murphy, FounderSixteen Ventures