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Ideal Customer Profiles and Buyer Personas

According to HubSpot’s 2022 State of marketing trends, only 31% of responders said that their sales and marketing departments are strongly aligned.

When they are aligned and share data it creates a more complete picture of customers and processes. If you‘re thinking about aligning your teams two areas you could start with are Buyer Personas and Ideal Customer Profiles. But what’s the difference and why are they important?


Ideal Customer Profile (ICP) – defines your perfect customer and will includes information such as Industry, Number of Employees, Revenue, Budget, and Geographical information. These are the qualities that a lead needs to have to buy from you ensuring Sales spend time on leads that are a good fit.


Buyer personas – are semi-fictional generalised representation of your customers including demographics, goals, motivators, and their challenges. You may have between 2 and 5 personas. Marketing can use Buyer personas to help map out content and Sales / Support can use them to allocate time and resources.


If you need help, HubSpot has free great resources to create Buyer Personas and Ideal Customer Profiles – you don’t need to be a customer!



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