Ideal Customer Profile

This course guides you through the strategic process of identifying and segmenting your Ideal Customer Profile (ICP) and buyer personas, enabling you to create relevant, high-performing content and lead nurturing campaigns. You’ll learn how to gather actionable insights, map decision makers, and align B2B content marketing with your audience’s true needs to drive meaningful engagement and conversions.
  • 12 video lessons (28 min)
  • 2 guides
  • 1 toolkit
  • 2 knowledge checks
Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers
  • Client success managers

Experts

Catherine Vlaeminck

Fractional CMO, Flex CMO

Jeff Cleasby

VP of Strategic Accounts, INFUSE

Adriana Stein

CEO & Founder, AS Marketing

Sharon Palermo

Director of Global Marketing, BuyerForesight

Course curriculum

Lesson 1.
The journey towards ICP creation
Creating ICP and buyer personas is a journey that involves narrowing down understanding of your target audience to recognizing key relevant characteristics of your high-value accounts and decision-makers.

In this lesson, we will define the key steps in this process and list sources of data that B2B marketers can use to inform their ICP and buyer personas creation.
Lesson 2.
Segmentation strategy
There are so many ways in which a business or person can be described. However, not all of them are relevant for developing ICP and buyer personas. 

In this lesson, we will explore six key segmentation strategies and list examples of factors that might be used under each of them. The goal is to understand what aspects of segmentation are meaningful for the creation of ICP and buyer personas.
Lesson 3.
Buyer personas
and ICP
Now it’s time to dive into the actual creation of ICP and buyer personas.

In this lesson, we will equip you with questions, examples, and tools to guide the process.
Lesson 4.
Adapting content marketing to ICP
Knowing who your ICP and buyer personas are is an integral part of Lead Nurturing. Adapting your campaigns to serve the needs of your audience is the key to reaching the people who will engage with your message and brand.

In this lesson, we will illustrate how content marketing assets can be adapted to fit the interests of your buyer personas. You will use this knowledge to nurture your leads down the sales funnel and build healthy relationships with your prospects.