Supercharge Growth Using Ideal Customer Profiles
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Transcript of 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
WHY DOES THIS EVEN MATTER?
http://sixteenventures.com/ideal-customer-profile
Most People START with TACTICSThat’s where most people go wrong. Don’t be most people.
http://sixteenventures.com/ideal-customer-profile
START with Your Customers!Then develop PERSONAS in that order
http://sixteenventures.com/ideal-customer-profile
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
http://sixteenventures.com/ideal-customer-profile
Situational DefinitionWhat’s your Goal? What’s the Time Frame?
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IDEAL CUSTOMER PROFILEReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
http://sixteenventures.com/ideal-customer-profile
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.
http://sixteenventures.com/ideal-customer-profile
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
http://sixteenventures.com/ideal-customer-profile
“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
http://sixteenventures.com/ideal-customer-profile
My DIRTY little secret is…Even "ugly" designs and “bad” copy WILL work when super-targeted
http://sixteenventures.com/ideal-customer-profile
@lincolnmurphy
Lincoln Murphy, FounderSixteen Ventures