Until you clearly define your Ideal Customer Profile, you simply can’t know what Marketing Channels, Modalities, Methods, Messaging, or Growth Hacks to use. You'll end up using what you're comfortable with, what your team has experience with, or what seems cheapest and you'll have to hope that intersects with your customers. Once you get clear on your Ideal Customer Profile, you can leverage that understanding in everything from the features and functionality of the product or services you create, to the words you use and the emotion you invoke or tap into in your marketing, and watch as your growth trajectory takes off.

1. HOW TO SUPERCHARGE
YOUR GROWTH USING
IDEAL CUSTOMER PROFILES
Lincoln Murphy, Founder
Sixteen Ventures

2. 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

3. I’ve got a DIRTY little secret
Stick around... I’ll share it at the end

4. WHY DOES THIS EVEN MATTER?
http://sixteenventures.com/ideal-customer-profile

5. Most People START with TACTICS
That’s where most people go wrong. Don’t be most people.
http://sixteenventures.com/ideal-customer-profile

6. START with Your Customers!
Then develop PERSONAS in that order
http://sixteenventures.com/ideal-customer-profile

7. TARGET specific Customers
Even though FOMO is telling you NOT to do this.
http://sixteenventures.com/ideal-customer-profile

8. MARKETING channels will appear
Okay, it might take some work, but the results will be worth it!
http://sixteenventures.com/ideal-customer-profile

9. IDENTIFY YOUR IDEAL CUSTOMER
http://sixteenventures.com/ideal-customer-profile

10.  Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
IDEAL CUSTOMER PROFILE
http://sixteenventures.com/ideal-customer-profile

11. SITUATIONALAWARENESS
Situational
Awareness

12. Situational Definition
What’s your Goal? What’s the Time Frame?
http://sixteenventures.com/ideal-customer-profile

13. IDEAL CUSTOMER PROFILE
 Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
http://sixteenventures.com/ideal-customer-profile

14. Input: Success Potential
Some customers are more likely to be successful than others
http://sixteenventures.com/ideal-customer-profile

15. Input: Acquisition Potential
Some customers are easier to reach and faster to close.

16. Input: Expansion Potential
Some customers will use more and more and more…
http://sixteenventures.com/ideal-customer-profile

17. Input: Advocacy Potential
Some customers will tell others about your product.
http://sixteenventures.com/ideal-customer-profile

18. 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

19. 1. Ideal Customer Profile
2. Persona Development
3. Empathy Mapping
4.Distribution / Outreach
THE PROPER ORDER
http://sixteenventures.com/ideal-customer-profile

20. ENTER THE CONVERSATION
http://sixteenventures.com/ideal-customer-profile

21. Customer Success = “Helping
your customers achieve their
Desired Outcome through the
use of your product.”
http://sixteenventures.com/ideal-customer-profile

22. Desired Outcome consists of
two parts: Required Outcome
and Appropriate Experience
http://sixteenventures.com/ideal-customer-profile

23. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
http://sixteenventures.com/ideal-customer-profile

24. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
http://sixteenventures.com/ideal-customer-profile

25. Success = Their Desired Outcome
http://sixteenventures.com/ideal-customer-profile

26. Success = Their Desired Outcome
http://sixteenventures.com/ideal-customer-profile

27. For BOTH the Company & Personas
http://sixteenventures.com/ideal-customer-profile

28. THE SCIENTIFIC METHOD
http://sixteenventures.com/ideal-customer-profile

29. Observation  Hypothesis  Test
Then you either pivot or double-down on what’s working
http://sixteenventures.com/ideal-customer-profile

30. Situation DETERMINES Success
How are you doing 30-days in? On your way to the 90-day goal?
http://sixteenventures.com/ideal-customer-profile

31. You CAN Run Multiple Tests
The only REAL constraint is on resources and customer knowledge
http://sixteenventures.com/ideal-customer-profile

32. My DIRTY little secret is…
Even "ugly" designs and “bad” copy WILL work when super-targeted
http://sixteenventures.com/ideal-customer-profile

33. @lincolnmurphy
Lincoln Murphy, Founder
Sixteen Ventures