Service: ICP research and commercial narrative development · Best for: companies who can explain the technology but not the buyer · Includes: ICP mapping, buyer messaging, narrative document · Tags: Strategy / Messaging
Most deep tech teams can explain their technology to any depth you ask for. Ask who buys it and the answers get vaguer: an industry, a job title someone met at a conference, a partner who showed interest last year.
Selling on that vagueness can get expensive. The pitch gets written from the technology outward, the same version goes to everyone, and each meeting becomes an education session that may or may not land on what that buyer cares about. Investors bought into the idea and heard a story that worked; commercial buyers need a different apparoach, and most companies never sit down and plan that.
Our service is built to help with that. We work out who can actually buy from you, role by role and company by company where the market is small enough to name, and build the story each of them needs to hear.
What’s included
- ICP mapping: the companies and roles that can actually buy, listed by name where the market allows it
- Messaging per buyer: what each role cares about and the order they need to hear it
- A commercial narrative document your whole team can sell from
- The messaging hierarchy your website, film and campaigns then reuse
It starts with a deep-dive interview with the founders, because most of the raw material is already in your heads, just unordered. We add research into the buying landscape and produce a working document, short enough to be used in real conversations rather than filed after the kickoff meeting.
If you already know your buyers precisely and the story is settled, skip this and put the budget into the build. This service exists for the companies where every marketing decision stalls on the same unanswered question: who exactly are we talking to and why?
It’s critical that you understand who your buyers are, both at a company level, but also the individual job roles within that company you need to be talking to, as well as what assets you need to prepare to help them sell to their internal buying committee.Sam Stratton, founder
A short working document, built to be used:
01. One narrative, versioned for each buyer, that everyone at the company sells from
A commercial narrative document your whole team can sell from, with messaging per buyer: what each role cares about and the order they need to hear it.
02. A brief that makes every later asset cheaper and faster to produce
The messaging hierarchy your website, film and campaigns then reuse.
03. Website, film and campaign work that starts from a settled story
Every later asset starts from the same settled narrative instead of re-deciding it each time.
04. Fewer first meetings spent on explanations
When the story is versioned for each buyer, meetings land on what that buyer cares about instead of becoming an education session.