Market and Buyer Research
Most founders know their product in depth and their buyer from memory.
What do my buyers actually believe, and how would I know?
-
How to Size a B2B Market When the Number Has to Hold Up
The market size in your head probably came from a report or a feeling, and it is probably too big. How to build the number three ways, how accurate it needs to be, and why the answers should be checked against each other.
-
Economic Buyer vs End User: Why One Pitch Won't Sell Both
A B2B purchase has more than one buyer. The executive who signs and the user who adopts want different things, and a message aimed at one can put off the other. How to map the roles and speak to each without changing the offer.
-
How to Build a B2B Ideal Customer Profile Narrow Enough to Use
Selling to anyone who will buy spreads a team thin. David Politis builds the ideal customer profile from your best and worst customers, then uses it to say no.
-
Ideal Customer Profile vs Buyer Persona: Start With the Company
Knowing the buyer's job title is not the same as knowing which companies can buy. Why the ideal customer profile filters first and the buyer persona speaks second.
-
Customer Interview Questions That Find Your Messaging
Interview recent buyers about how they came to buy and write down their exact words. Messaging built from their language converts because it matches what they are already looking for.