Ideal Customer Profile Builder - LinkedIn
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ePersona 1Persona 2Persona 3Persona 4
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Who are they?Give them a nameHave a little fun with it, make it something memorable you can rally around
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Age, Sex, Life stage36, married, with 2 kids. Ambitious
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Job Title or Role
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Industry
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Who do they report to?Who promotes or fires them?
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How is their success measured?What is their job goal?
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What technology tool do they currently use?
Not just to do with your service but across the board
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Biggest Challenges in their job?Not everyone has a horrible boss but there are challenges common to people in similar roles across businesses
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Where is their 'Digital Playground'?Are you involved on Linked groups?Check out a few profiles, scroll to the bottom
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What are the #tags they follow?Don't be shy, get on Twitter or check out SproutSocial
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What Blogs are they reading?A really important item, once you know this you get a window into their pain
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Where do they go for professional development?
It may be internal, industry bodies or the internet,
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Online groups or affiliations
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What conferences do they attend?We are taking this offline now
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What is their Hypothesis of Need?Why do they need your solution?
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What impact would that have on their business?
Don't be afraid to add multiple entries here
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What impact would it have for them?Don't be afraid to add multiple entries here
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What events/triggers amplify their need?
Is it an acquisition, change in role, regulatory change, competition advancement
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Create a NarrativeTypically Story 1Typically when I speak to people like you they are interested in....................(finish the sentence, using the hypothesis of need}
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Typically Story 2Typically when I speak to people like you they are interested in....................(finish the sentence, using the hypothesis of need)
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3rd Party Story 1I was speaking with a customer yesterday who was experiencing...............(finish the sentence, using the hypothesis of need)
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3rd Party Story 2I was speaking with a customer yesterday who was experiencing...............(finish the sentence, using the hypothesis of need)
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Buying behaviour
What other purchase decisions do they make?
Think about all types of purchases they make
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How do they make those purchases?Credit card, invoice, as part of a committee
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Have they purchased similar products before?
Do they know how to purchase a product similar to yours
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Who else is involved in similar purchases?
Who else are you going to need to influence in the process - legal, IT, finance, investment committe
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How long does that process normally take?
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