supercharge growth using ideal customer profiles
TRANSCRIPT
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
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 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: 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