How to Win podcast with Peep Laja Finding Your Ideal Customer Profile - with Keap's Clate Mask
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Dec 18, 2023 Clate Mask, Co-founder and CEO of Keap, discusses finding the right customers, combining software with services, and evolving marketing. Highlights include building products based on business needs, serving small businesses dealing with chaos, and embracing partners for growth.
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Product Born From Own Chaos
- Keap started by solving chaos in their own business and then selling that solution to similar small businesses.
- They built the product for themselves and then scaled it to customers experiencing the same operational pain.
Pain Appears At Scale
- As businesses grow past initial revenue, new operational chaos appears and creates demand for automation.
- Keap's ICP moved upward from early startups to firms doing $100k–$1M because that's where process failures become acute.
Build Partner-Driven Acquisition
- Use partners and events early to reach your ICP that trusts advisors and experts.
- Co-sponsor events, speak, and tap partners' customer lists to accelerate adoption.