Your internal customer profile and journey work will only get you so far. At some point, generalizations put customers into buckets that don't exactly fit who they are.
This is how companies end up finding customers who are using their products for completely different purposes than initially forecasted.
Some of those use cases end up being a massive growth lever for businesses, if only the business takes the time to understand the subset of the ICP that needs that problem solved
This is why analyzing all the true variations of your ICPs is important. Each variation has differences in terms of:
The more you understand these variations, the more you can unlock the growth potential of a business.
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