Before you can execute any successful marketing campaign, you must answer one fundamental question: who are you trying to reach? Identifying your ideal customer profile (ICP) is the most crucial first step in any marketing strategy. Without a clear understanding of your audience, your campaigns are like a shot in the dark—you might hit something, but it’s probably not what you were aiming for.
So, how do you find your target audience? It’s more than just age and location. A truly powerful ICP dives into psychographics, behaviors, and pain points. For B2C lead generation strategies, this means understanding their buying habits, what they read, the websites they visit, and how they engage with brands. For B2B, it’s about firmographics and a deep understanding of their business challenges. The most effective way to achieve this is by leveraging a next-generation data cooperative, which provides access to a rich pool of consumer and donor transaction data. This unique approach allows you to move beyond aggregated or inferred data to build audiences based on actual, verified spending and behavioral actions.
