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How To Supercharge Your Growth Using Ideal Customer Profiles

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Presented Thursday, December 17th at 4:00 PM EDT for Clarity, a startups.co property with the mission to teach entrepreneurs how to leverage Ideal Customer Profiles to supercharge growth.

SaaS Growth Expert, Lincoln Murphy is currently a Customer Success Evangelist for Gainsight and a Growth Hacker for Sixteen Ventures. He specializes in Saas customer success, business models and strategy .

Published in: Business

How To Supercharge Your Growth Using Ideal Customer Profiles

  1. 1. HOW TO SUPERCHARGE YOUR GROWTH USING IDEAL CUSTOMER PROFILES Lincoln Murphy, Founder Sixteen Ventures Presented to: Jan. 6, 2016
  2. 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 Copyright © 2016 Sixteen Ventures. All rights reserved.
  3. 3. I’ve got a DIRTY little secret Stick around... I’ll share it at the end Copyright © 2016 Sixteen Ventures. All rights reserved.
  4. 4. Lincoln’s Clarity Resource Guide Copyright © 2016 Sixteen Ventures. All rights reserved. http://sixteenventures.com/clarity
  5. 5. WHY DOES THIS EVEN MATTER? http://sixteenventures.com/clarity
  6. 6. Most People START with TACTICS That’s where most people go wrong. Don’t be most people. http://sixteenventures.com/clarity
  7. 7. START with Your Customers! Then develop PERSONAS in that order http://sixteenventures.com/clarity
  8. 8. TARGET specific Customers Even though FOMO is telling you NOT to do this. http://sixteenventures.com/clarity
  9. 9. MARKETING channels will appear Okay, it might take some work, but the results will be worth it! http://sixteenventures.com/clarity
  10. 10. IDENTIFY YOUR IDEAL CUSTOMER http://sixteenventures.com/clarity
  11. 11. SITUATIONALAWARENESS Situational Awareness
  12. 12. Situational Definition What’s your Goal? What’s the Time Frame? http://sixteenventures.com/clarity
  13. 13.  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential IDEAL CUSTOMER PROFILE http://sixteenventures.com/clarity
  14. 14. IDEAL CUSTOMER PROFILE  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential http://sixteenventures.com/clarity
  15. 15. Input: Success Potential Some customers are more likely to be successful than others http://sixteenventures.com/clarity
  16. 16. Input: Acquisition Potential Some customers are easier to reach and faster to close. http://sixteenventures.com/clarity
  17. 17. Input: Expansion Potential Some customers will use more and more and more… http://sixteenventures.com/clarity
  18. 18. Input: Advocacy Potential Some customers will tell others about your product. http://sixteenventures.com/clarity
  19. 19. 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/clarity
  20. 20. 1. Ideal Customer Profile 2. Persona Development 3. Empathy Mapping 4. Distribution / Outreach THE PROPER ORDER http://sixteenventures.com/clarity
  21. 21. Lincoln’s Clarity Resource Guide Copyright © 2016 Sixteen Ventures. All rights reserved. http://sixteenventures.com/clarity
  22. 22. ENTER THE CONVERSATION http://sixteenventures.com/clarity
  23. 23. Customer Success = “When your customers achieve their Desired Outcome through their interactions with your company.” http://sixteenventures.com/clarity
  24. 24. http://sixteenventures.com/clarity
  25. 25. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier http://sixteenventures.com/clarity
  26. 26. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 http://sixteenventures.com/clarity
  27. 27. Success = Their Desired Outcome http://sixteenventures.com/clarity
  28. 28. Success = Their Desired Outcome http://sixteenventures.com/clarity
  29. 29. For BOTH the Company & Personas http://sixteenventures.com/clarity
  30. 30. THE SCIENTIFIC METHOD http://sixteenventures.com/clarity
  31. 31. Observation  Hypothesis  Test Then you either pivot or double-down on what’s working http://sixteenventures.com/clarity
  32. 32. Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal? http://sixteenventures.com/clarity
  33. 33. You CAN Run Multiple Tests The only REAL constraint is on resources and customer knowledge http://sixteenventures.com/clarity
  34. 34. Lincoln’s Clarity Resource Guide Copyright © 2016 Sixteen Ventures. All rights reserved. http://sixteenventures.com/clarity
  35. 35. My DIRTY little secret is… Even "ugly" designs and “bad” copy WILL work when super-targeted http://sixteenventures.com/clarity
  36. 36. @lincolnmurphy Lincoln Murphy, Founder Sixteen Ventures
  37. 37. Lincoln’s Clarity Resource Guide Copyright © 2016 Sixteen Ventures. All rights reserved. http://sixteenventures.com/clarity

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