Icp

ICP & Buyer Personas

⚠️ CUSTOMIZE THIS FILE before using /ads — replace all [bracketed] placeholders. You can define multiple personas. During /ads, Claude will ask which persona to target or generate headline variants for each.

Ideal Customer Profile (Company Level)

• Industry: [e.g., B2B SaaS, Manufacturing, Professional Services]
• Company size: [e.g., 50–500 employees, €5M–50M revenue]
• Geography: [e.g., DACH, CEE, Nordics, Global]
• Tech stack signals: [e.g., uses HubSpot, runs Google Ads, has a marketing team of 3+]
• Buying trigger: [e.g., scaling outbound, replacing legacy CRM, preparing for funding round]
• Disqualifiers: [e.g., fewer than 10 employees, no marketing budget, B2C only]

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Persona 1: [Role Title, e.g., Head of Marketing]

• Job title(s): [e.g., Head of Marketing, VP Marketing, Marketing Director]
• Reports to: [e.g., CMO, CEO, COO]
• Core KPIs: [e.g., MQLs, pipeline generated, CAC, marketing ROI]
• Top 3 pain points:
  1. [e.g., Can't prove marketing ROI to the board]
  2. [e.g., Too many manual steps between lead gen and CRM]
  3. [e.g., Agency costs are high but results are unclear]
• Desired outcome: [e.g., Clear attribution, automated reporting, lower CAC]
• Objections to expect: [e.g., "We already have a tool for that", "Not enough bandwidth to implement"]
• Language they use: [e.g., "pipeline", "revenue attribution", "demand gen" — NOT "sales funnel optimization"]
• Where they search: [e.g., Google, LinkedIn, G2, peer recommendations]
• Emotional driver: [e.g., Wants to be seen as strategic, not just operational]

Ad messaging hints for this persona

• Headlines that work: benefit-driven (ROI, speed), social proof (peer companies)
• Headlines that don't: feature-heavy, jargon they don't use
• CTA preference: low commitment ("See how", "Get the guide") over high commitment ("Buy now")

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Persona 2: [Role Title, e.g., CEO / Founder]

• Job title(s): [e.g., CEO, Founder, Managing Director]
• Reports to: [e.g., Board, investors]
• Core KPIs: [e.g., Revenue growth, burn rate, time to profitability]
• Top 3 pain points:
  1. [e.g., Marketing spend feels like a black box]
  2. [e.g., Needs faster growth but can't hire more people]
  3. [e.g., Competitors are outpacing us on digital]
• Desired outcome: [e.g., Predictable, scalable growth without growing headcount]
• Objections to expect: [e.g., "What's the ROI?", "How fast can we see results?"]
• Language they use: [e.g., "growth", "efficiency", "scale" — NOT "demand generation framework"]
• Where they search: [e.g., Google, LinkedIn thought leadership, peer CEO groups]
• Emotional driver: [e.g., Wants control and predictability, fears wasting money]

Ad messaging hints for this persona

• Headlines that work: outcome-driven (revenue, growth), urgency, numbers
• Headlines that don't: tactical details, marketing jargon
• CTA preference: results-oriented ("See ROI calculator", "Book a strategy call")

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Persona 3: [Optional — add or remove as needed]

Copy the structure above and fill in for additional personas (e.g., IT decision-maker, procurement, end user). Delete this section if you only have 1–2 personas.