Ep 29: “We do marketing for everyone” is not a strategy.
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Ep 29: “We do marketing for everyone” is not a strategy.
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Key Takeaways:
- ICP stands for Ideal Client Profile — the client you do your best work for.
- Most agencies say they have an ICP, but their actual client roster often tells a different story.
- Without a clear ICP, messaging becomes vague and diluted.
- Agencies with a defined ICP enjoy better positioning, more inbound leads, and stronger differentiation in competitive markets.
- A clear ICP filters out high-effort, low-margin clients early in the sales process.
- It boosts operational efficiency by allowing teams to standardize delivery around recurring problems.
- Stronger ICP alignment leads to quicker trust-building and better client relationships.
- Team focus, morale, and delivery confidence all improve when working within a defined ICP.
- Specialization allows agencies to charge more and build strategic growth through compounding knowledge.
- Common pitfalls of not having an ICP include poor client fit, offer misalignment, stalled deals, and lack of case studies.
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