Top Demand Generation Strategies for Growth

Demand gen is utterly broken. It's overly complicated & lacks the soul and creativity that consumers deserve. I promise there's a better way. Here's the 3-pronged content engine we're building for companies at storyarb: Principles: - Treat your content as the product, not as marketing for another product - Unique insights + Unique voice + Unique packaging = Unique content - Pick topics that make your Market of 1 better at their job Channels: 1) Deeply researched long-form content Purpose: create data-driven OR interview-based website content that is deep enough & insightful enough such that a reader feels the need to bookmark & reference later. Good examples: Lenny Rachitsky: "How the biggest consumer apps got first 1,000 users" - Lenny interviewed hundreds of founders, identified patterns, and broke down the seven strategies consumer apps used to grow. Carta: "State of Private Markets: Q3 2024" Report - Using tons of internal funding data by Carta customers to pull together trends in startup funding for the quarter. HubSpot: "My First Million's Business Idea Database" - Aggregating & organizing 57 startup ideas shared by past MFM podcast guests into an e-mail gated database 2) Editorial email newsletter Purpose: create the best industry read for your market of 1 that allows you to build an owned audience of current/future customers. Good examples: - Content Examined by Alex Garcia: the best read for consumer content marketers, which acts as a perfect nurturing tool for his community, course, and agency - Big Desk Energy by Tyler Denk 🐝: a window into building a high-growth startup as it's happening by the founder of beehiiv - Exploding Topics: a snapshot of 4 emerging trends (based on google search data) that founders & investors should be aware of. 3) Personal brand social content Purpose: allow your market of 1 to build a parasocial relationship with your company through 1-4 personalities (execs, founders, etc) who enable connection with your faceless brand. Good examples: - Adam Robinson: fully transparent monthly breakdowns of his companies' (Retention.com & RB2B) performance with lessons learned & plans to fix key issues - Peter Walker: Head of Insights at Carta uses first party data from the company to share unique startup ecosystem trends + his own POV - Kieran Flanagan: AI & GTM expert who shares deep marketing insights, playbooks, and predictions that help build his & HubSpot's brand If you want help building this 3-pronged engine at your company, shoot me a DM or email at alex@storyarb[.]com.

The catalyst for growth isn't the new tech stack (2024 more than ever), a shiny media buy, or even keyword expansion. Growth is catalyzed by a laser-focused ICP, a seamless user journey, refined messaging, and consistent engagement with an audience in an organic manner. When marketers force growth, it's often because: →We execute poor marketing strategies →We overcomplicate brand messaging →We stifle feature development and releases →We create copy for the board instead of the prospect →We measure success in volume rather than quality →We analyze TOFU versus pipeline sources For each client, I focus on 3 analysis pillars: 𝟭. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗔𝗻𝗮𝗹𝘆𝘀𝗶𝘀 𝘖𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦: 𝘛𝘰 𝘰𝘳𝘪𝘦𝘯𝘵 𝘵𝘰 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘥𝘳𝘪𝘷𝘦𝘳𝘴. 𝘈𝘯𝘴𝘸𝘦𝘳𝘪𝘯𝘨: → What are the baseline business details: ACV, ARR, and the sales cycle? → Which sources drive pipeline and revenue? → Which industries contribute to pipeline and revenue? → What industries are consistently lost, and why? 𝟮. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲/𝗖𝗥𝗢 (𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻) 𝘖𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦: 𝘛𝘰 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘧𝘳𝘪𝘤𝘵𝘪𝘰𝘯 𝘢𝘯𝘥 𝘨𝘢𝘱𝘴. 𝘈𝘯𝘴𝘸𝘦𝘳𝘪𝘯𝘨: → Map the current user journey on the website → Evaluate speed from lead to demo and first activity from SDR/BDR → Analyze the value brought by the Thank You page. → Measure the value yielded by follow-up emails. 𝟯. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝘖𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦: 𝘛𝘰 𝘪𝘴𝘰𝘭𝘢𝘵𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘴𝘵𝘳𝘦𝘯𝘨𝘵𝘩𝘴 𝘢𝘯𝘥 𝘸𝘦𝘢𝘬𝘯𝘦𝘴𝘴𝘦𝘴. 𝘈𝘯𝘴𝘸𝘦𝘳𝘪𝘯𝘨: → Listen to 3-5 sales calls with lost and won opps (by priority industries) → Group sentiments and questions into themes →Identify if issues are related to pricing, features, or poor selling → Map themes to existing content: What's lacking? What's strong? Understanding these pillars sets you up for future success and the right data to influence change. I've personally executed this framework with 15 SaaS clients and consulted 35 to date setting the stage for comprehensive optimizations from the ground up. It's a long marathon, but when fueled correctly, it feels less painful. #demandgen #growthmarketing #b2b #saas

7 takeaways from my convo with Kyle Coleman on his content strategy at Copy.ai that has turned $12K into $12M in pipeline:   𝟭) 𝗞𝘆𝗹𝗲’𝘀 𝟮𝘅𝟮 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗠𝗮𝘁𝗿𝗶𝘅 Use this matrix to guide what content you create, for who, and when: • In-Market vs. Out-of-Market • Decision Maker vs. Power User 𝟮) 𝗗𝗼𝗻’𝘁 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆 𝗷𝘂𝗺𝗽 𝘁𝗼 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗮𝗻𝗱 𝘁𝗮𝗰𝘁𝗶𝗰𝘀 Put your homepage next to your 3 closest competitor homepages, and take the logos off. If you can not tell a difference then you need to NAIL these things first: • Your strategic narrative  • Your positioning • Your POV’s • Your messaging Everything else with a content strategy waterfalls from there. Most marketing teams skip this, and instead end up needing to spend $5k to get one sales meeting. 𝟯) 𝗛𝗼𝘄 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝗮𝗻𝗱 𝗣𝗢𝗩’𝘀 If you can't answer what big problem you solve, then why would anybody ever buy your solution? Go on a listening tour and talk to people inside your company, and also prospects and customers outside your company. Ask them each two questions: • What is the problem that we solve? • What is the impact of solving that problem? These answers will give you everything you need. 𝟰) 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗻𝗲𝘄 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 Some people will say creating a new category is not smart. Kyle disagrees. You know category creation is working when your language / narrative / phrases are being used in sales meetings by prospects (without your prompting). This will allow you to create a much different conversation and be perceived differently than 99% of your competitors. 𝟱) 𝗖𝗼𝗿𝗿𝗲𝗰𝘁 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 > 𝗩𝗮𝗻𝗶𝘁𝘆 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 If you have a real narrative and a real POV about the future that you're architecting for people, you're not going to attract 1 million people who will consume your content. But that is not the goal. The goal is to get the 1 thousand people that are actually going to buy your product. 𝟲) 𝗔𝗳𝘁𝗲𝗿 𝗱𝗼𝗶𝗻𝗴 𝘁𝗵𝗲 𝗮𝗯𝗼𝘃𝗲….𝗴𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘂𝘀𝗶𝗻𝗴 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗦𝗠𝗘’𝘀 Kyle has spent $12k on demand gen, and they’ve created $12 million in pipeline. And it's all from organic content / social. Your job is to create a content strategy that's comprehensive of all of the subject matter experts across your company, and get something out of their brains and onto paper, in podcast recordings, on video, and everywhere else your buyers consume content. 𝟳) 𝗢𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 Attribution is way more trouble than it's worth for organic content. You need to have patience and long-term thinking on your content strategy, and you need to have performance / measurement on your demand gen strategy. If you can combine those two things successfully, then that's a pretty winning combination. —- PS - I’ve linked the full episode in the comments if you want to hear the entire convo.

One of the key pillars of a successful demand generation strategy is a diversified marketing mix. Recently, I had the opportunity to work with a client who initially relied heavily on just two channels—SEO and Paid Ads. Within 6 months, we transformed their approach from a two-legged strategy into a well-rounded marketing mix that now drives revenues from multiple sources. And we’re just getting started! How did we achieve this? ➡ Holistic Data-Driven Analysis: We began with a comprehensive audit of their current marketing efforts, identifying gaps and opportunities across various channels. A significant part of this was convincing the C-suite why relying on just two channels is a dangerous strategy. ➡ Targeted Channel Expansion: Instead of relying solely on SEO and Paid Ads, we expanded into Email Marketing, Social Media, and Referral Programs. Each channel was carefully selected based on the client’s audience and business goals. For email marketing, we created custom flows for both current customers and prospects, building an engaged audience through just-in-time, educational, and transactional emails. ➡ Consistent Messaging & Cross-Channel Synergies: I'm a firm believer in Ogilvy's "The medium is the message," so we ensured the brand message remained consistent across all channels. This created a seamless experience for the audience and strengthened the brand’s presence. We also ensured that channels like email and social media reinforced one another, driving stronger brand presence and conversions. ➡ Data-Driven Adjustments: Linear attribution by channel is outdated, so we had to first "sell" the idea of assisted attribution to the client. In our omni-channel world, it was crucial to analyze data and make campaign adjustments based on those insights. By closely monitoring performance metrics, we quickly optimized our strategies for the best ROI across all channels. ➡ Collaboration and Buy-In: As marketers, our real "selling" begins after onboarding a client, as we're constantly pitching new ways to drive demand. Achieving this transformation required strong collaboration with the client’s internal team and stakeholders. Together, we aligned on goals, brand positioning, and data insights to drive initiatives forward. Looking back, we could’ve taken the safer route of only managing the client’s paid media and organic search efforts, but that would’ve been short-sighted. Instead, we took a slightly riskier approach by launching new demand generation initiatives that might have got us fired, but it was in the best interest of the business. This strategy not only diversified their revenue streams but also made their marketing efforts more resilient and adaptable to changing market conditions. Would love to hear your thoughts....what are your greatest challenges with demand generation marketing?

If I was the Head of Demand Gen of a $50M ARR SaaS, and I was given a $500,000 budget, here’s the exact demand gen playbook I’d run (broken down by budget): BACKGROUND: Demand gen is a hotly debated topic on Linkedin. But we're not getting into that in this post. For me, demand gen is simple. It's the orchestration of brand awareness and conversions through the funnel. Here's my playbook (and how I'd allocate budget): 1. Performance Marketing ($250K) Depending on the industry, I would run brand awareness, social proof, product, and retargeting campaigns on LinkedIn, Google, and Bing. I’d test Reddit, Meta, and display to see if they work in my industry. These should be 60/40 split for brand awareness and retargeting. 2. Influencer Marketing ($100K) I’d find the best influencers and build long-term relationships. However, before you commit to a 6-12 month contract, you should work with at least 10 influencers to see what works for your brand. Once you know what works, I'd pick 5-10 influencers and build long-term business relationships with them. Never make one-off posts— turn all of your content into bigger, evergreen content. For example, if you do a video post with an influencer, write a blog post around that video, add the video, and put that blog post into your resources. Or if you do a text post about your new product launch, have the influencer write 3-4 sentences about the launch for your next newsletter and send people to the influencer’s post to build trust. 3. Strategic Partnerships & Co-Marketing ($75K) My favorite tactics in this category are executive dinners and other events, co-marketing with complementary tech, and agency partnerships. We won our top 3 largest deals by leveraging our partnerships, and I think all tech companies are under-investing in this category. 4. SEO ($75K) I have been prompting ChatGPT and Claude to understand more about how they come with their answers— especially when you ask about vendors. It’s very clear to me that SEO is still super important— not for people who are researching for tech online but for the AI agents that will help us evaluate new vendors. So I’d invest in bottom of the funnel SEO to help AI agents find and evaluate my SaaS. 5. Warm Outbound (N/A) All of these demand gen activities will lead to 1000's of signals. While I am running these plays, I’d collect 1st party data to combine with 3rd-party data and run automated outbound workflows. You can check out HockeyStack’s new Account Intelligence product if you want to leverage your existing demand gen engine to run automated outbound plays. TAKEAWAY: One thing I didn’t add is experimentation. The best demand gen teams are running thousands of experiments a year. Even if you have really good metrics today, I can guarantee you all of your channels and tactics will hit diminishing returns in 3 months. Experimentation is the only way to overcome it.

I don't post just to share marketing tips. I post because I know what happens when marketing actually works. Marketing isn't just about generating leads or building fancy pitch decks. It's about: ✨ Helping businesses reach the people they're meant to serve. ✨ Giving great products the visibility they deserve. ✨ Creating demand that fuels real growth, not just surface-level engagement. Too many businesses are one slight shift away from breaking through, but they're stuck in the cycle of more content, more traffic and more guesswork. At Redwood, I saw this firsthand. Our highest-trafficked blog posts were attracting a ton of readers but failing to convert them into leads. So I asked; ‘What if we could turn views into pipelines here?’ So I built a Growth Plan that used conversion rate optimization (CRO), including strategic visuals, compelling CTAs and optimized placements, to guide visitors to our top-of-funnel. That shift turned passive readers into potential prospects. During my first few months at HubSpot, we were given two weeks to generate demand. The default response? More ads, more outbound, more push. But I knew that wasn't the answer. Instead, I dug into the data and spotted a pattern hidden in plain sight. There was a segment of freemium users who performed a particular high-value action inside the CRM. They weren't just leads. They were already halfway bought in but no follow-up process existed. So, instead of chasing net new leads, I launched an automated campaign that: ✔ Segmented these higher-intent users based on behavior, not just demographics. ✔ Framed the next step as a natural progression, not a forced conversion. ✔ Put it on repeat; turning engagement into 50+ qualified leads per month. That campaign became one of the top 3 highest performing demand drivers out of 80+ demand workflow experiences. If you've ever felt like you're doing everything right, but somehow, the results don't add up, you're not alone. The problem isn't effort. It's alignment. Precision. When everything clicks, growth isn't forced. It's inevitable. This is what I do. I don't just optimize. I find demand, build systems, and put growth on autopilot. That's why I created the Growth Lane Strategies newsletter, designed for B2B leaders and SaaS founders who don't need more noise but a system that works. I got you covered! So, if you're tired of marketing that looks good but doesn't drive substantially more revenue, let's change that. 🔗Sign up today because the Feb 18th edition shares little known strategies to influence your audience and you won’t want to miss out. ♻️ Repost to receive my upcoming plug-n-play Funnel Fix training FREE! QUESTION: What’s one career or business accomplishment story you should tell? ✍️Drop it below because I’d love to support how you share stories with your own audience! 📷🗺️ Fort Lauderdale, Florida. Redwood’s annual Global Kick-Off week! #B2BMarketing #ContentToRevenue

I had an amazing chat with Tony Yang, and wow, this guy is a powerhouse for B2B scaleups! As Head of Growth at Mucker Capital, he works directly with founders to build scalable GTM strategies that drive results. MuckerLab, where he plays a major role, has a 𝟵𝟳% 𝗳𝘂𝗻𝗱𝗶𝗻𝗴 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗿𝗮𝘁𝗲, with 𝗯𝗶𝗹𝗹𝗶𝗼𝗻𝘀 𝗿𝗮𝗶𝘀𝗲𝗱 from top investors like Accel and Founders Fund. He is also the founder of RevOptica, a buyer journey visualization tool. During our chat, he dropped some real gold: 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝘂𝗻𝗻𝗲𝗹 𝘃𝘀. 𝗕𝘂𝘆𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 Treating the marketing funnel and buyer journey as the same leads to misalignment between company-focused sales processes and buyer needs. Separate the funnel from the buyer journey. Adjust outreach and engagement based on the buyer’s stage, not internal metrics. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻 𝘃𝘀. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗖𝗮𝗽𝘁𝘂𝗿𝗲 Relying on demand capture methods like cold outreach or demos assumes prospects already know they have a problem. Focus on demand creation by educating prospects on their pain points and the need for change. 𝗩𝗮𝗹𝘂𝗲 𝗦𝘁𝗮𝘁𝗲𝗺𝗲𝗻𝘁𝘀 𝗳𝗼𝗿 𝗘𝗮𝗰𝗵 𝗦𝘁𝗮𝗴𝗲 Using generic messaging that doesn’t evolve as the buyer moves through different stages is ineffective. Create value statements tailored to each buyer journey stage. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 & 𝗡𝘂𝗿𝘁𝘂𝗿𝗲 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝘀 Creating content without alignment with the buyer journey stages can result in miscommunication or premature sales pitches. Audit content and tag each piece to specific buyer journey stages (e.g., tagging URLs with /BJS-1-2/). This will help nurture leads with the right content at the right time. 𝗟𝗲𝗮𝗱 𝗦𝗰𝗼𝗿𝗶𝗻𝗴 𝗯𝘆 𝗕𝘂𝘆𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗦𝘁𝗮𝗴𝗲 Traditional lead scoring often relies on arbitrary point systems, assigning values for actions like clicks or downloads, which doesn’t reflect buyer readiness. A better approach is implementing a lead scoring system based on buyer journey stages. Separate scoring buckets for early, mid, and late-stage activities. We put these insights together in a playbook below. 👇 Don’t hesitate to download it and pass it along to others! _____ The full interview recording is up in our GrowthMasters community, where we share insights like these. It’s a laid-back space for B2B scaleups, VCs, PE, and M&A pros who love exchanging strategies, playbooks, and resources to help each other grow. We also meet in places like San Francisco and Vienna—a great way to connect, share ideas, and pick up new insights. Would love to have you there, too! Join us here: skool.com/growthmasters #gtm #startups #buyerjourney #VC #marketingfunnel

One of the things I’m most proud of is my ability to generate pipeline quickly for customers. Generating sustainable pipeline is hard for some start-ups or scaling companies. A company can have a great product, a strong reputation, and a solid team—but the pipeline isn’t where it needs to be. Marketing is working hard, but SQLs are stalling. Growth has slowed. The demand engine just isn’t producing results fast enough. It’s never about just “doing more.” In these moments, the real fix comes from recalibrating the marketing strategy—fast. 🚀 The Shift That Makes the Difference: It’s about moving from brand-heavy marketing to a revenue-focused demand strategy. Here’s what I’ve seen work: 💡 1️⃣ Rebuilding or Recalibrating around ICP and Persona Targeting If you’re not reaching the right buyers, no amount of marketing will move the needle. Refining Ideal Customer Profiles (ICP) and ensuring alignment across sales and GTM teams makes every effort more effective. 💡 2️⃣ Optimizing the Demand Playbook "More" doesn’t equal better results. The key is cutting low-impact efforts and focusing on high-value campaigns that support sales and accelerate the buying process. 💡 3️⃣ Strengthening Digital Conversion Points Generating demand is one thing—capturing it is another. Small improvements to landing pages, CTAs, and lead flows can drive major improvements in conversion rates. Double down on what's working. 💡 4️⃣ Reimagining the Event Strategy Events and trade shows can be goldmines—or black holes. Aligning them with ICP and integrating them into the overall demand strategy has led to 6x increases in SQLs and significantly higher ROI. 📈 What Happens When You Get This Right? ✅ SQLs increase quickly ✅ Pipeline sees double-digit growth ✅ Marketing contributes meaningfully to revenue These aren’t long-term fixes—they’re strategic shifts that can produce results within weeks, not months. When marketing is built to drive revenue, everything changes. Curious if your demand strategy is set up for scalable pipeline growth? Let’s chat. #marketingstrategy #demandgen #pipelinegrowth #CMO #growthmarketing #fCMO #marketingbythenumbers

Many demand generation teams are missing out on owning a critical program: the website. Demand gen teams already own key channels like paid media, events, and email. But the website? That often gets overlooked, despite being one of the most powerful tools for driving performance. Your website is your top salesperson and your storefront. We all know this. Yet ownership often gets fuzzy. Too many restrictions and processes stall action, and key pages sit untouched for months (or longer). Think about it: (Using simple math for explanation) • 10,000 visitors/month • 0.5% visitor → demo conversion rate • 30% demo → qualified pipeline • $20k ACV That’s $300k in pipeline generated/month. Now, imagine small improvements to the site bump the visitor → demo conversion rate to 1%. Suddenly, you’re generating $600k in pipeline/month. So, how do demand gen teams unlock this potential? Here are a few ideas: 1. Start with Small, Actionable Changes: • Test the homepage hero section to be more clear • Identify site navigation patterns. • Improve product visibility and clear messaging that’s ICP-focused and calls out the big problem you’re solving across the homepage, product/solution pages, and other key high-intrnt pages. 2. Benchmark Your Performance: • What’s your current visitor → demo conversion rate? (or other key metrics • How does it compare to industry averages? Even a fractional improvement can compound into significant pipeline growth. 3. Form a Website Stakeholder Team: Demand gen teams don’t need to own the website overnight — or in isolation. Instead, they should lead a cross-functional stakeholder team to: • Brief others, set guardrails, and influence decisions. • Clarify ownership: Who owns what? What’s non-negotiable? What’s flexible? • Continuously test and iterate on site performance. • Align website performance goals with broader company objectives, like ARR growth or customer acquisition. When collaboration happens, movement happens. The bottom line: Your website is one of the most cost-effective ways to boost pipeline performance. Don’t let it sit idle. How does your organization handle website ownership? What’s worked well, or not, for your team? Who should own the website?

Here’s where most companies fail—they tweak targeting or messaging but leave everything else untouched. ICP research is not an exercise to get voice of the customer data for copywriting. A winning GTM requires a full recalibration. Tweaking your messaging or targeting is a start, but if the rest of your go-to-market strategy isn’t aligned with your ICP, you’re leaving massive growth potential untapped. Here’s all that ICP research need to influence: 1. Messaging & positioning: Address your ICP pain points and goals directly, in a way that highlights your onlyness (where you win). 2. Demand gen targeting: Focus your spend where your ICP actually spends time. Know the communities they belong to, newsletter they read, etc. 3. Product roadmap: Build what your ICP needs—not just what sounds exciting. Their priorities are your priorities. 4. Sales enablement: Equip your team with playbooks and objection-handling scripts tailored to your ICP’s specific concerns. 5. Sales process: Simplify the buying experience to match how your ICP likes to purchase. Align timelines, remove friction. 6. Content creation: Create resources that speak directly to their challenges and goals. 7. Customer marketing: Turn ICPs into advocates. Build strategies for retention, advocacy, and expansion that deepen relationships. ICP alignment is a transformation that touches every part of your strategy.