In B2B, purchasing decisions are rarely made by one role or person. The larger your client’s organization is, the more likely you will have to persuade 3-5 key stakeholders to buy from you.
Let’s review an example:
➡️ Target software to sell: Online coaching platform.
➡️ Target services to sell: Business coaching.
➡️ Target company size: 1000+ people.
➡️ Industry: Tech companies.
In this example, the decision to purchase the software is very likely to be reviewed and influenced by:
😍 Champion. HR leader / People leader
🧐 Decision maker. CEO in smaller companies / COO / VP of HR in larger organizations.
🤓 Influencer. CIO / CTO as this platform may require integrations with legacy HRtech stack.
🤨 Blocker. CFO / Compliance for budgeting or legal reasons.
That’s why your content and SEO strategy should appeal to ALL buying committee members: you need to look good and attractive for their needs in their various roles.
How do you use ICPs in your SEO work?
Let's discuss in the comments --->
This post was originally shared by Liudmila Kiseleva on Linkedin.