icp-research

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ICP Research

ICP研究

Build comprehensive ideal customer profiles for targeted marketing, including community discovery and voice-of-customer language extraction.

为精准营销构建全面的理想客户画像，包括社区挖掘和客户真实表述提取。

Install

安装

bash

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/icp-research ~/.claude/skills/

bash

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/icp-research ~/.claude/skills/

Workflow

工作流程

1. Gather Product Context

1. 收集产品背景信息

What do you sell?
Key features and differentiators
Pricing model and range
Current customers (who buys today?)

你销售的是什么产品？
核心功能与差异化优势
定价模式与价格区间
当前客户群体（目前的购买者是谁？）

2. Define Market

2. 定义目标市场

Industry / vertical
Company size (employees, revenue)
Geography
B2B vs. B2C vs. B2B2C

行业/垂直领域
企业规模（员工数量、营收）
地域范围
B2B、B2C还是B2B2C模式

3. Build Persona

3. 构建客户角色

Demographics:

Job title and seniority level
Department and reporting structure
Company size and revenue range
Industry and sub-vertical
Geography and timezone

Psychographics:

Daily responsibilities (what fills their calendar)
Goals they are measured on (KPIs, OKRs)
Frustrations and daily friction
Career aspirations
How they stay informed (publications, podcasts, communities)

Buying Behavior:

Who influences the decision?
Who approves the budget?
What is the buying process? (self-serve, demo, RFP, committee)
Evaluation criteria (price, features, support, integration)
Typical buying timeline

人口统计信息：

职位头衔与职级
所属部门与汇报架构
企业规模与营收范围
行业与细分垂直领域
地域及时区

心理特征：

日常工作职责（日程主要安排）
绩效考核目标（KPIs、OKRs）
日常困扰与痛点
职业发展诉求
获取信息的渠道（刊物、播客、社群）

购买行为：

决策影响者是谁？
预算审批者是谁？
购买流程是怎样的？（自助购买、演示、RFP、委员会决策）
评估标准（价格、功能、服务、集成能力）
典型购买周期

4. Map Pain Points

4. 梳理痛点

Category	Questions to Answer
Time	What takes too long? What manual work do they hate?
Money	Where are they wasting budget? What costs too much?
Risk	What keeps them up at night? What could go wrong?
Quality	Where is output inconsistent or error-prone?
Growth	What blocks them from scaling?

Score each pain point: Frequency (1-10) x Intensity (1-10) = Priority Score

类别	需回答的问题
时间	哪些事情耗时过长？他们反感哪些手动工作？
成本	他们在哪些方面浪费预算？哪些成本过高？
风险	哪些问题让他们夜不能寐？可能出现哪些风险？
质量	哪些环节输出不稳定或容易出错？
增长	哪些因素阻碍他们业务扩张？

为每个痛点打分：发生频率（1-10分）× 影响程度（1-10分）= 优先级得分

5. Identify Objections

5. 识别异议类型

Objection Type	Response Strategy
Price	ROI calculation, cost of inaction, payment flexibility
Time	Quick setup, done-for-you options, time-to-value metrics
Trust	Social proof, case studies, free trial/pilot, guarantees
Need	Cost of status quo, competitor pressure, market trends
Authority	Executive summary, ROI one-pager, pilot proposal

异议类型	应对策略
价格	ROI计算、不作为的成本分析、付款灵活性方案
时间	快速部署、代操作服务、价值实现周期数据
信任	社交证明、案例研究、免费试用/试点、保障政策
需求	现状成本分析、竞品压力、市场趋势引导
权限	高管摘要、ROI单页报告、试点提案

6. Map Buying Triggers

6. 梳理购买触发因素

External triggers:

New funding round or budget cycle
Leadership change (new CMO, VP)
Competitor pressure (lost deal, feature gap)
Regulatory change (compliance deadline)
Failed vendor or tool (contract end, outage)

Internal triggers:

Missed targets (revenue, growth, efficiency)
Team complaints (process pain, tool frustration)
Process breaking at scale
New initiative requiring new capabilities
Budget cuts forcing consolidation

外部触发因素：

新融资轮次或预算周期
领导层变动（新CMO、副总裁）
竞品压力（丢失客户、功能差距）
监管变化（合规截止日期）
供应商或工具故障（合同到期、服务中断）

内部触发因素：

未达成目标（营收、增长、效率）
团队反馈（流程痛点、工具不满）
流程无法支撑业务扩张
新举措需要新能力支持
预算削减迫使工具整合

7. Community Research

7. 社区研究

Discover where your ICP gathers online and extract their exact language.

Platforms to search:

Reddit (subreddits by industry/role)
Facebook Groups
Discord and Slack communities
LinkedIn Groups
Quora and Stack Exchange
Industry forums
YouTube comments
App review sites (G2, Capterra, Trustpilot)

Search templates:

"[industry/role] frustrating OR annoying"
"why is [process] so hard"
"alternatives to [competitor]"
"[tool] vs [tool]"
"best [tool type] for [use case]"
"I switched from [tool] because"

What to extract:

Exact phrases and vocabulary they use (voice-of-customer)
Pain points with emotional language
Evaluation criteria they mention
Competitors they compare
Objections they raise

Classify community members:

Actively seeking: ready to buy, asking for recommendations
Aware but stuck: know the problem, not acting on it
Venting only: complaining but unlikely to change

挖掘ICP在线聚集的平台并提取他们的真实表述。

搜索平台：

Reddit（按行业/角色划分的子版块）
Facebook Groups
Discord和Slack社群
LinkedIn Groups
Quora和Stack Exchange
行业论坛
YouTube评论区
应用评测网站（G2、Capterra、Trustpilot）

搜索模板：

"[行业/角色] frustrating OR annoying"
"why is [process] so hard"
"alternatives to [competitor]"
"[tool] vs [tool]"
"best [tool type] for [use case]"
"I switched from [tool] because"

提取内容：

他们使用的精准措辞和词汇（客户真实表述）
带有情绪色彩的痛点
他们提及的评估标准
对比的竞品
提出的异议

社区成员分类：

主动寻求型： 准备购买，寻求推荐
有认知但停滞型： 意识到问题，但未采取行动
仅抱怨型： 吐槽但不太可能做出改变

8. Craft Messaging Angles

8. 制定沟通角度

For each pain point, create:

Headline: attention-grabbing statement
Supporting proof: data point, case study, or testimonial
CTA: specific next step

针对每个痛点，创建：

标题： 吸引注意力的表述
支撑证据： 数据点、案例研究或客户证言
CTA： 明确的下一步行动

Output Format

输出格式

See REFERENCE.md for the complete ICP profile template.

完整的ICP画像模板请查看REFERENCE.md。

Key Principles

核心原则

Real language over marketing language. Use the exact words your ICP uses, not polished marketing copy.
Pain over features. Lead with what hurts, not what you built.
Specificity wins. "VP of Marketing at a 50-person SaaS company" > "Marketing leaders."
Validate with data. Community research > assumptions.
One ICP per profile. If you serve different personas, create separate profiles.

For templates and frameworks, see REFERENCE.md.

真实表述优先于营销话术：使用ICP的真实措辞，而非经过修饰的营销文案。
痛点优先于功能：从客户的痛点切入，而非强调产品功能。
越具体越好：“50人规模SaaS公司的营销副总裁”优于“营销负责人”。
用数据验证：社区研究优先于主观假设。
一份画像对应一个ICP：若服务不同客户角色，请创建独立的画像。

模板和框架请查看REFERENCE.md。