Icp

---
name: icp
description: Ideal Customer Profile and buyer personas. Loaded automatically by /ads and /ads-batch to tailor messaging angles, pain points, and language to the target audience. Edit this file to define your ICP and personas.
disable-model-invocation: false
---

# ICP & Buyer Personas

> ⚠️ CUSTOMIZE THIS FILE before using /ads — replace all [bracketed] placeholders.
> You can define multiple personas. During /ads, Claude will ask which persona to target
> or generate headline variants for each.

## Ideal Customer Profile (Company Level)

- **Industry**: [e.g., B2B SaaS, Manufacturing, Professional Services]
- **Company size**: [e.g., 50–500 employees, €5M–50M revenue]
- **Geography**: [e.g., DACH, CEE, Nordics, Global]
- **Tech stack signals**: [e.g., uses HubSpot, runs Google Ads, has a marketing team of 3+]
- **Buying trigger**: [e.g., scaling outbound, replacing legacy CRM, preparing for funding round]
- **Disqualifiers**: [e.g., fewer than 10 employees, no marketing budget, B2C only]

---

## Persona 1: [Role Title, e.g., Head of Marketing]

- **Job title(s)**: [e.g., Head of Marketing, VP Marketing, Marketing Director]
- **Reports to**: [e.g., CMO, CEO, COO]
- **Core KPIs**: [e.g., MQLs, pipeline generated, CAC, marketing ROI]
- **Top 3 pain points**:
  1. [e.g., Can't prove marketing ROI to the board]
  2. [e.g., Too many manual steps between lead gen and CRM]
  3. [e.g., Agency costs are high but results are unclear]
- **Desired outcome**: [e.g., Clear attribution, automated reporting, lower CAC]
- **Objections to expect**: [e.g., "We already have a tool for that", "Not enough bandwidth to implement"]
- **Language they use**: [e.g., "pipeline", "revenue attribution", "demand gen" — NOT "sales funnel optimization"]
- **Where they search**: [e.g., Google, LinkedIn, G2, peer recommendations]
- **Emotional driver**: [e.g., Wants to be seen as strategic, not just operational]

### Ad messaging hints for this persona
- Headlines that work: benefit-driven (ROI, speed), social proof (peer companies)
- Headlines that don't: feature-heavy, jargon they don't use
- CTA preference: low commitment ("See how", "Get the guide") over high commitment ("Buy now")

---

## Persona 2: [Role Title, e.g., CEO / Founder]

- **Job title(s)**: [e.g., CEO, Founder, Managing Director]
- **Reports to**: [e.g., Board, investors]
- **Core KPIs**: [e.g., Revenue growth, burn rate, time to profitability]
- **Top 3 pain points**:
  1. [e.g., Marketing spend feels like a black box]
  2. [e.g., Needs faster growth but can't hire more people]
  3. [e.g., Competitors are outpacing us on digital]
- **Desired outcome**: [e.g., Predictable, scalable growth without growing headcount]
- **Objections to expect**: [e.g., "What's the ROI?", "How fast can we see results?"]
- **Language they use**: [e.g., "growth", "efficiency", "scale" — NOT "demand generation framework"]
- **Where they search**: [e.g., Google, LinkedIn thought leadership, peer CEO groups]
- **Emotional driver**: [e.g., Wants control and predictability, fears wasting money]

### Ad messaging hints for this persona
- Headlines that work: outcome-driven (revenue, growth), urgency, numbers
- Headlines that don't: tactical details, marketing jargon
- CTA preference: results-oriented ("See ROI calculator", "Book a strategy call")

---

## Persona 3: [Optional — add or remove as needed]

Copy the structure above and fill in for additional personas (e.g., IT decision-maker,
procurement, end user). Delete this section if you only have 1–2 personas.