S6E10 - The SaaS Founder’s Guide to ICP: Messaging That Clicks with Buyers with Craig Brown

Ever wondered who your perfect customer really is? In this episode on the Grow Your B2B SaaS Podcast, we explore the power of the Ideal Customer Profile (ICP) a must-know for B2B SaaS founders looking to grow smart. Our guest, Craig Brown, founder of Troubadour (a product marketing agency for SaaS startups), breaks it all down. With experience at HSBC, Beemri, and mentoring startups across the U.S., Craig brings a mix of deep business insight and stand-up comedian charm to the conversationKey Timecodes

• (0:00) – Introduction and Common Startup Challenges

• (0:49) – Guest Introduction: Craig Brown

• (1:45) – Importance of Defining an Ideal Customer Profile (ICP)

• (3:01) – Misconceptions About Identifying ICP

• (4:57) – Common Mistakes in Defining ICP

• (7:53) – Going Enterprise Too Early

• (8:47) – Evolving ICP and Product Development

• (9:19) – Step-by-Step Process to Nail ICP

• (13:56) – How Narrow Should Your ICP Be?

• (16:58) – Avoiding the Wrong Clients Through Messaging

• (19:21) – Where Companies Get Stuck Defining ICP

• (22:03) – Product-Market Fit: Not Just Revenue Milestones

• (24:23) – Adjusting SaaS Messaging as the Company Grows

• (27:16) – Product-Focused vs. Value-Focused Headlines

• (29:01) – Best Advice on Defining ICP

• (30:37) – Advice for SaaS Founders Starting Out

• (31:50) – Growing to 10 Million ARR: Challenges and Advice

• (34:24) – How to Find and Contact Craig Brown