In today’s competitive landscape, companies often focus on broadening their reach and growing revenue by pursuing more leads and targeting a wider audience. But growth doesn’t always come from casting a wider net—it often comes from understanding your best customers and, equally important, their best customers. This concept, sometimes referred to as the "ICP of your ICP," can unlock untapped opportunities and refine your marketing and sales efforts to be more precise, effective, and profitable.
Most of us grew up learning the Golden Rule in life – "do unto others as you would have them do unto you.” When it comes to building and sustaining a successful brand, the thought is the same. Your brand strategy should focus on your audience and how they feel you are treating them, that you are there to help them. Much the same way you want to be cared for when you hire a company or buy a product.
Are you marketing to your own customers? Many B2B business leaders put this task on the back burner when it really should be a top marketing priority. Why? Your customers already know you, your products and/or services, and hopefully have had success with what you offer. Ultimately, customer marketing develops a positive customer experience (CX), resulting in customer advocacy, a core component of profitable growth. Your current customers are a wealth of hidden revenue potential!
