B2B Ideal Customer Profile (ICP) Research

We start by analyzing existing data and overlay this with data gathered via additional research methods to help B2B companies gather a deep understanding of the motivations, FUDs, and pain points of their ideal customers.

Speero will help you:‍

Discover or refine your Ideal Customer Profile
Understand what truly matters to your customers
Develop a messaging and content strategy
Validate recommendations with messaging tests

Get a Proposal

“I’d gone on your site and read everything. I thought these guys know what they are talking about. We had previously engaged with some of the biggest UX and CRO agencies in the country but it felt like they hadn’t even been on our website. Speaking to you guys, you’d already identified some issues on our very first call. We knew we were talking to the right people.”Alexander Robinson, Director, PMO at RevZilla

What You Can Expect

Design a messaging strategy that actually resonates with your ICP. Remove frustrations and doubts before your customers even mention them. Use data and user research instead of guesses and opinions to create content.

Our 90+ combined years of research and experimentation experience will help you design actionable messaging strategies that delight your customers, grow your company, and place you far above your competition.

Do you:

Create messaging based on guess-work and assumptions?
Know who’s your ICP, but not their specific motivations, pain points, and FUDs?
Actively run messaging tests, minus the results you need?
Struggle with messaging alignment across silos?
Don’t have a single source of truth?
Can’t communicate your value proposition?
Can’t explain what problems you solve?

The Process

Onboard

We get to know your business and you with an intake survey and kick-off call. Together we align on:
● Business background
● Current ICP
● Goals
● Available data points (e.g. SPICED data or CRM data)

Analyze existing data

Here we dig into your existing data to identify your ICP and what matters to them. We’ll define the specifics for it during onboarding, depending on available data. If the data is limited, we’ll also run interviews with your sales teams for more info on your customers.

Gather customer data

This is the most important stage of the process. Here, we use our extensive experience of running large-scale research projects to its full potential. Three research methods will let us and you to finally understand your customers or website users and what resonates with them:
● On-site polls or chat log analysis
● Messaging tests
● Customer survey

Analyze and deliver

After we collect enough data, our expert Analysis team will code all data points into key themes. We will use this to design messaging strategies based on your customers’ FUDs, frustrations, motivations, and pain points.

Validation

An optional step for those looking to further validate Speero’s recommendations with A/B or messaging tests.

What You Get

After we complete the research, we will provide you with insights and recommendations in Speero’s branded report. We document each individual research activity, then send you a report with recommendations precisely based on insights from all data points. Speero will present this to your team and you in an 1-hour Zoom meeting.

We will also prioritize what actions matter most and why you should do them first with our PXL model. PXL also makes a roadmap for your on-going optimization.

Case Studies

$2M additional revenue

A single research-backed recommendation for RevZilla delivered $2M in annualized revenue.
Read more »

Research-backed redesigns

America’s largest mattress brand completely redesigned parts of their online experience based on our customer research findings, increasing revenue per visitor by more than 40%.
Read more »

Who will you be working with?

Work with Ben Labay, Managing Director

10+ Years in academic research, turned to experimentation program obsessive and host of the Testing Insights show.

Work with Emma Travis, Research Director

10 years running conversion rate optimization teams and programs. Specialising in behavioral research.

Meet the Director of Client Services, Annika Thompson

Annika has been doing digital marketing and optimization since 2012. She brings in-house experience from start-ups to FTSE 100 corporations.

Meet the team

Let’s kick things off.
Tell us what you’re looking for

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Experimentation / CRO

Research & Strategy

Data and Analytics

B2B Ideal Customer Profile (ICP) Research

What You Can Expect

Do you: