HOW TO BUILD YOUR ICP THE RIGHT WAY

Summary from the TLDR Marketing newsletter

A company that matches firmographic criteria may not actually need the product. A stronger ICP starts with use cases or categories. Use case-based markets focus on specific workflows teams must perform to benefit from the product, while category-based markets focus on what companies already buy or plan to replace. Both have built-in demand and can later be refined with firmographic data. Instead of starting with broad lists of firmographics, start with known workflows or categories, then layer in firmographic details.