By Scott Gillum
Estimated read time: 3 Minutes
Want to take your ICP’s to the next level? Try using personality based marketing to understand corporate cultures.
Here’s why. Above are 2 SaaS companies in the martech industry. Our client is selling to the same buyer in each company. But the company situations are vastly different.
The first company is growing aggressively and has a corporate culture that is full of “Dominate” personalities.
The second company is under attack and has lost significant revenue and market share during the last two years. The corporate culture is skeptical, given the prevalence of “Consciences” personalities.
So what does all this mean?
First, it impacts the positioning of the value of your product.
Second, it helps you identify the right set of the sales and marketing assets.
In company 1, you position the value of the offering to help scale growth.
You communicate that through case studies with ROIs. Given their “dominant” culture, they are heads down operators so use relevant case studies that align, as closely as possible, to their situation.
In company 2, you position the value of the product on what it can do to drive efficiency.
This is a company fighting for its survival. It needs ideas on how to improve operations. As a result, use cases showing potential cost savings (business cases) are most important.
And given the culture, use data and research to support the use/business cases which is essential for building credibility in selling to an organization like this.
Before you even speak to a buyer you can understand the environment in which they operate. It allows you to create a connection — optimism for company 1, empathy in company 2.
ICP’s are not just an acronym, they’re people. Decisions are influenced by emotions. Motivations cause decisions, and personality dictates both.
The more you understand this the higher the likelihood of getting engagement, interest, and a decision. It’s a 1, 2 punch.
