icp-research
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ChineseICP Research
ICP研究
Build comprehensive ideal customer profiles for targeted marketing, including community discovery and voice-of-customer language extraction.
为精准营销构建全面的理想客户画像，包括社区挖掘和客户真实表述提取。
Install
安装
bash
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/icp-research ~/.claude/skills/bash
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/icp-research ~/.claude/skills/Workflow
工作流程
1. Gather Product Context
1. 收集产品背景信息
- What do you sell?
- Key features and differentiators
- Pricing model and range
- Current customers (who buys today?)
- 你销售的是什么产品？
- 核心功能与差异化优势
- 定价模式与价格区间
- 当前客户群体（目前的购买者是谁？）
2. Define Market
2. 定义目标市场
- Industry / vertical
- Company size (employees, revenue)
- Geography
- B2B vs. B2C vs. B2B2C
- 行业/垂直领域
- 企业规模（员工数量、营收）
- 地域范围
- B2B、B2C还是B2B2C模式
3. Build Persona
3. 构建客户角色
Demographics:
- Job title and seniority level
- Department and reporting structure
- Company size and revenue range
- Industry and sub-vertical
- Geography and timezone
Psychographics:
- Daily responsibilities (what fills their calendar)
- Goals they are measured on (KPIs, OKRs)
- Frustrations and daily friction
- Career aspirations
- How they stay informed (publications, podcasts, communities)
Buying Behavior:
- Who influences the decision?
- Who approves the budget?
- What is the buying process? (self-serve, demo, RFP, committee)
- Evaluation criteria (price, features, support, integration)
- Typical buying timeline
人口统计信息：
- 职位头衔与职级
- 所属部门与汇报架构
- 企业规模与营收范围
- 行业与细分垂直领域
- 地域及时区
心理特征：
- 日常工作职责（日程主要安排）
- 绩效考核目标（KPIs、OKRs）
- 日常困扰与痛点
- 职业发展诉求
- 获取信息的渠道（刊物、播客、社群）
购买行为：
- 决策影响者是谁？
- 预算审批者是谁？
- 购买流程是怎样的？（自助购买、演示、RFP、委员会决策）
- 评估标准（价格、功能、服务、集成能力）
- 典型购买周期
4. Map Pain Points
4. 梳理痛点
| Category | Questions to Answer |
|---|---|
| Time | What takes too long? What manual work do they hate? |
| Money | Where are they wasting budget? What costs too much? |
| Risk | What keeps them up at night? What could go wrong? |
| Quality | Where is output inconsistent or error-prone? |
| Growth | What blocks them from scaling? |
Score each pain point: Frequency (1-10) x Intensity (1-10) = Priority Score
| 类别 | 需回答的问题 |
|---|---|
| 时间 | 哪些事情耗时过长？他们反感哪些手动工作？ |
| 成本 | 他们在哪些方面浪费预算？哪些成本过高？ |
| 风险 | 哪些问题让他们夜不能寐？可能出现哪些风险？ |
| 质量 | 哪些环节输出不稳定或容易出错？ |
| 增长 | 哪些因素阻碍他们业务扩张？ |
为每个痛点打分：发生频率（1-10分）× 影响程度（1-10分）= 优先级得分
5. Identify Objections
5. 识别异议类型
| Objection Type | Response Strategy |
|---|---|
| Price | ROI calculation, cost of inaction, payment flexibility |
| Time | Quick setup, done-for-you options, time-to-value metrics |
| Trust | Social proof, case studies, free trial/pilot, guarantees |
| Need | Cost of status quo, competitor pressure, market trends |
| Authority | Executive summary, ROI one-pager, pilot proposal |
| 异议类型 | 应对策略 |
|---|---|
| 价格 | ROI计算、不作为的成本分析、付款灵活性方案 |
| 时间 | 快速部署、代操作服务、价值实现周期数据 |
| 信任 | 社交证明、案例研究、免费试用/试点、保障政策 |
| 需求 | 现状成本分析、竞品压力、市场趋势引导 |
| 权限 | 高管摘要、ROI单页报告、试点提案 |
6. Map Buying Triggers
6. 梳理购买触发因素
External triggers:
- New funding round or budget cycle
- Leadership change (new CMO, VP)
- Competitor pressure (lost deal, feature gap)
- Regulatory change (compliance deadline)
- Failed vendor or tool (contract end, outage)
Internal triggers:
- Missed targets (revenue, growth, efficiency)
- Team complaints (process pain, tool frustration)
- Process breaking at scale
- New initiative requiring new capabilities
- Budget cuts forcing consolidation
外部触发因素：
- 新融资轮次或预算周期
- 领导层变动（新CMO、副总裁）
- 竞品压力（丢失客户、功能差距）
- 监管变化（合规截止日期）
- 供应商或工具故障（合同到期、服务中断）
内部触发因素：
- 未达成目标（营收、增长、效率）
- 团队反馈（流程痛点、工具不满）
- 流程无法支撑业务扩张
- 新举措需要新能力支持
- 预算削减迫使工具整合
7. Community Research
7. 社区研究
Discover where your ICP gathers online and extract their exact language.
Platforms to search:
- Reddit (subreddits by industry/role)
- Facebook Groups
- Discord and Slack communities
- LinkedIn Groups
- Quora and Stack Exchange
- Industry forums
- YouTube comments
- App review sites (G2, Capterra, Trustpilot)
Search templates:
"[industry/role] frustrating OR annoying"
"why is [process] so hard"
"alternatives to [competitor]"
"[tool] vs [tool]"
"best [tool type] for [use case]"
"I switched from [tool] because"What to extract:
- Exact phrases and vocabulary they use (voice-of-customer)
- Pain points with emotional language
- Evaluation criteria they mention
- Competitors they compare
- Objections they raise
Classify community members:
- Actively seeking: ready to buy, asking for recommendations
- Aware but stuck: know the problem, not acting on it
- Venting only: complaining but unlikely to change
挖掘ICP在线聚集的平台并提取他们的真实表述。
搜索平台：
- Reddit（按行业/角色划分的子版块）
- Facebook Groups
- Discord和Slack社群
- LinkedIn Groups
- Quora和Stack Exchange
- 行业论坛
- YouTube评论区
- 应用评测网站（G2、Capterra、Trustpilot）
搜索模板：
"[行业/角色] frustrating OR annoying"
"why is [process] so hard"
"alternatives to [competitor]"
"[tool] vs [tool]"
"best [tool type] for [use case]"
"I switched from [tool] because"提取内容：
- 他们使用的精准措辞和词汇（客户真实表述）
- 带有情绪色彩的痛点
- 他们提及的评估标准
- 对比的竞品
- 提出的异议
社区成员分类：
- 主动寻求型： 准备购买，寻求推荐
- 有认知但停滞型： 意识到问题，但未采取行动
- 仅抱怨型： 吐槽但不太可能做出改变
8. Craft Messaging Angles
8. 制定沟通角度
For each pain point, create:
- Headline: attention-grabbing statement
- Supporting proof: data point, case study, or testimonial
- CTA: specific next step
针对每个痛点，创建：
- 标题： 吸引注意力的表述
- 支撑证据： 数据点、案例研究或客户证言
- CTA： 明确的下一步行动
Output Format
输出格式
See REFERENCE.md for the complete ICP profile template.
完整的ICP画像模板请查看REFERENCE.md。
Key Principles
核心原则
- Real language over marketing language. Use the exact words your ICP uses, not polished marketing copy.
- Pain over features. Lead with what hurts, not what you built.
- Specificity wins. "VP of Marketing at a 50-person SaaS company" > "Marketing leaders."
- Validate with data. Community research > assumptions.
- One ICP per profile. If you serve different personas, create separate profiles.
For templates and frameworks, see REFERENCE.md.
- 真实表述优先于营销话术：使用ICP的真实措辞，而非经过修饰的营销文案。
- 痛点优先于功能：从客户的痛点切入，而非强调产品功能。
- 越具体越好：“50人规模SaaS公司的营销副总裁”优于“营销负责人”。
- 用数据验证：社区研究优先于主观假设。
- 一份画像对应一个ICP：若服务不同客户角色，请创建独立的画像。
模板和框架请查看REFERENCE.md。