Mastering Your Ideal Customer Profile w. Emily Shipman

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Go-To-Market Lab

Kathleen Randall

16 episodes

1 week ago

Welcome to "Go-To-Market Lab," the podcast for startup founders and business leaders mastering go-to-market strategy. Hosted by Kathleen Randall, an expert in B2B SaaS, risk management, and cybersecurity, this show helps you define the right customer profile, create impactful messaging, optimize pricing, and more. Join us for insightful interviews, practical advice, and real-world examples to elevate your business and drive growth. Whether you're at $10M or aiming for $100M, this podcast is your go-to resource for market success.

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Mastering Your Ideal Customer Profile w. Emily Shipman

Go-To-Market Lab

50 minutes 7 seconds

1 year ago

Mastering Your Ideal Customer Profile w. Emily Shipman

Kathleen Randall and guest, Emily Shipman, VP of MasterCard's cybersecurity portfolio, explore the crucial concept of the Ideal Customer Profile (ICP). Emily shares invaluable insights on identifying and defining your ICP, leveraging usage data, and navigating common pitfalls during market pivots. Through real-life examples and rich discussions, we provide practical advice for founders and revenue leaders striving to perfect their go-to-market strategies.

00:00 Introduction and Early Stage Feedback

00:14 Welcome to the Go-To-Market Lab

00:47 Defining the Ideal Customer Profile (ICP)

02:04 Introducing Emily Shipman

02:54 Emily's Background and Expertise

04:44 What Makes a Good ICP?

07:01 Common ICP Mistakes and Real-World Examples

13:40 The Importance of Usage Data in Defining ICP

17:17 Early Stage ICP Strategies

21:04 The Role of Budget in ICP

23:41 Market vs. ICP: Key Differences

25:03 Humanizing Your ICP

28:49 Challenges in Expanding ICPs

29:47 Sales Team Challenges with New ICPs

30:12 Case Study: Privacy Product Launch Failure

31:36 Importance of Sales Team Alignment

34:38 Evaluating and Adjusting ICPs

35:51 Leveraging Usage Data and Analyst Insights

39:20 Hiring for ICP Expertise

40:53 Summary and Key Takeaways

43:33 Rapid Fire: Getting to Know Emily

48:46 Final Thoughts and Upcoming Episodes

Follow Kathleen & Emily:

Connect with Kathleen

LinkedIn: https://www.linkedin.com/in/kathleenlimrandall

Connect with Emily

LinkedIn: https://www.linkedin.com/in/emily-shipman-33b53225