Moving beyond the ICP and engaging with the personas

In the intricate world of B2B SaaS engagement, understanding and engaging the personas you identified within your ideal customer profile is like navigating the dynamics of a diverse family. It's not merely about demographic data; it's about embracing a nuanced, genuine approach. Drawing inspiration from my own family, a melting pot of uncles, aunts, elders, and cousins born both in India and the US, residing predominantly in Orange County for over 30 years, I've come to realize that effective engagement requires a tailored strategy for each member.

Consider my conversations with my grandmother, the technical person in this metaphor. Our discourse is native, rooted in the language of understanding—primarily Hindi. For her, the intricacies matter, the details of how things work, and whether they seamlessly integrate into her familiar systems are paramount.

Now, shift the lens to my aunts and uncles—a mix of English with Hindi. A hybrid approach, just like a Product Marketer, requires communicating the technicalities but in a language that resonates with a broader audience. It's about finding the balance between depth and accessibility.

Enter my cousins, the young and vibrant group in a more modern, relatable dialogue. They represent your buyers and champions in the B2B SaaS realm. Conversations with them are dynamic, less polished, and more focused on practicality. This is where your product or service needs to be relatable, addressing their challenges directly and offering solutions that speak their language.

The metaphorical essence lies in transcending the ICP boundaries. It's about recognizing that within a corporate landscape, your audience isn't homogenous. A technical person seeks functionality, integration, and compliance. An executive person, embodying a hybrid persona, wants to understand the benefits for themselves, their organization, and the bottom line—how your solution adds value and potentially saves costs.

And then there's the champion, the cousin in the family scenario. This is your ultimate goal—to build a strong, trusting relationship. Understanding their challenges and desires, guiding them to make informed decisions, and ensuring their success becomes pivotal. They are the linchpin, the connection between your product and the broader organizational goals.

In conclusion, engaging the personas transcends the surface-level demographics. It's about speaking the language of each stakeholder, understanding their unique perspective, and tailoring your approach to foster meaningful connections. Like in a family, success in the B2B SaaS market lies in embracing diversity, adapting to different communication styles, and building relationships that stand the test of time.