ICP map
The personas, jobs-to-be-done, buying-committee roles and decision triggers that shape every later content and strategy decision. Built from real buyer language, not template personas.
06 · Research
The ICP doc your team actually uses.
Multi-source buyer research from Reddit, G2, LinkedIn and your own sales transcripts. The deliverable is a written ICP map, buyer-stage framework, pain themes and voice-of-customer archive that every downstream decision improves from.
Available standalone or bundled with SEO & AEO Strategy
Why this matters
Every downstream decision depends on it.
The cluster architecture has to land where buyers actually search. The content has to answer the question they actually ask. The AI search visibility work has to chase the prompts they actually run. None of that holds up without an ICP built from how buyers really talk, not from how your team imagines they do.
What's included
Four deliverables, one source-of-truth doc.
The output is a written doc your whole team works from, plus the underlying quote archive so every claim can be traced back to a source.
Buyer-stage framework
What buyers ask, watch and read at each stage from problem-aware to evaluation to purchase. Mapped to the queries and prompts they actually use.
Pain-theme archive
The top recurring problems buyers describe in their own words, ranked by frequency. Each theme backed by source quotes so the team can hear how real buyers talk.
Voice-of-customer archive
The underlying quote library. Every claim in the ICP doc can be traced to a real source quote. Content, sales and product all draw from the same archive going forward.
How it runs
Two to three weeks, deliverable on day 21.
01
Source collection
Reddit threads, G2 and Capterra reviews, LinkedIn conversations, your sales transcripts, support tickets if available. Sources locked before mining starts.
02
Mining & theme synthesis
Quote extraction at scale, theme identification, frequency counts, sentiment notes. The raw archive that everything downstream is built from.
03
ICP doc & stage map
The written ICP map, buyer-stage framework and pain-theme archive, with every claim traceable to a source quote in the underlying archive.
04
Handoff workshop
A working session with content, product marketing and sales to walk the doc, agree the priorities, and locate the language that goes into messaging and briefs going forward.
Pairs well with
What sits around it.
ICP intelligence is the input layer. Strategy converts it into a cluster architecture. Content produces against it. Thought leadership amplifies the voice it surfaces.
Frequently asked
Questions we hear.
What is ICP intelligence? +
ICP intelligence is buyer research that builds your Ideal Customer Profile from how buyers actually talk, not how your team imagines they do. Sources include Reddit threads, G2 and Capterra reviews, LinkedIn conversations, and your own sales call transcripts. The output is a documented ICP map, buyer-stage framework, pain themes and voice-of-customer archive.
Is this a standalone engagement? +
It can be. Most teams bundle it inside the SEO and AEO Strategy engagement because the strategy depends on a real ICP. Standalone makes sense when you want the research delivered as its own deliverable to your product, sales or content team, or when the team is mid-strategy and the ICP needs sharpening.
How long does the research take? +
Two to three weeks for a single ICP. Add a week per additional buyer segment if your product sells into multiple personas with distinct workflows. Output is a written deliverable plus the underlying source-quote archive.
Why not just use what sales says? +
Sales teams know what buyers say in evaluation. They rarely have insight into how buyers describe the problem before they have started looking. The early-funnel language is where the cluster architecture and AI search visibility work has to land, and that language lives in Reddit, G2 and the open web more than in your CRM.
Next step
Let's see what your buyers actually say.
A 30-minute discovery call, no pitch, no pressure. We look at how mature your ICP doc is today and whether an intelligence engagement makes sense before, during or after strategy.
Book a discovery call →Booking goes straight to Gemma's calendar.