Your Buyer’s Personal Brand is a Heartbeat of Modern ICPs
Your Buyer’s Personal Brand is a Heartbeat of Modern ICPs
Don’t flatline__ your “Buyer’s Personal Brand” is the heartbeat of modern ICPs.
The rules have changed → rethink your ICPs and ABM approach to build genuine connections.
👉 Old Approach: ICP + ABM
▪Build ICPs around static data: demographics, job titles, and companies.
▪Treat all prospects in a role the same.
▪Focus mainly on inbound or surface level engagement and interests.
▪Push out generic, one-size-fits-all sales messages.
▪Measure success with traditional ABM metrics like click-through rates and pipeline velocity.
💪 New Approach: ICP + ABM + Your Buyers Personal Brand
✅ Dive Deeper:
↳ Map your buyers’ unique personal and professional passions – what truly drives them.
✅ Align on a Mission:
↳ Connect your value proposition to their core values and long-term goals.
✅ Collaborate to Elevate:
↳ Co-create thought leadership, frameworks, or initiatives that enhance their personal brand.
✅ Engage Authentically:
↳ Actively support their content (like, comment, repost) and amplify their voice.
✅ Build Community:
↳ Build exclusive peer spaces for them to “geek out” with like-minded peers, driving collaboration around shared passions.
Here’s an example..👇
CTO at a Fintech Company (👩 Olivia)
👉 Traditional ICP + ABM Approach:
↳ Target Olivia as a CTO in fintech, focusing on pain points like cloud scalability and cybersecurity with generic messaging.
💪 ICP + ABM + Personal Brand Approach:
1️⃣ Passion Mapping
→ Through LinkedIn activity and industry events, you discover Olivia is deeply passionate about ethical AI and future-proofing financial systems. She regularly speaks at conferences about the intersection of technology and societal impact.
2️⃣ Key Actions
→ Position her as a Thought Provoker:
Instead of pitching a product, invite Olivia to collaborate on an AI Risk Assessment Framework for fintech, showcasing her expertise in ethical AI. This positions her as the key architect, offering your company credibility while elevating her thought leadership.
→ → Facilitate Strategic Influence:
Create a private C-suite Advisory Circle where Olivia can discuss emerging risks and opportunities in financial tech with peers. This isn’t just networking – it’s shaping industry standards, giving her a platform to influence policy and best practices.
→ → → Support Her Legacy Building:
Sponsor a Fireside Chat Series on “The Future of Ethical AI in Fintech,” where Olivia interviews other industry leaders. This aligns her personal brand with innovation while subtly promoting your company’s commitment to responsible tech.
3️⃣ Result
→ Olivia isn’t just a potential customer, she becomes a trusted strategic partner. Together, you move beyond transactional sales, positioning both sides as leaders in shaping the future of ethical fintech – while also boosting the likelihood of her becoming a long-term, loyal customer down the line.
