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Kirsty Dawe Underscores the Importance of ICP in Marketing

CEO of Webeo, Kirsty Dawe, on keeping the customer at the center of marketing.

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Hot Topics of this Episode:

  • What it really means to be customer-obsessed, and the impact that can have on your business.
  • Tips for transforming your site into your best salesperson, and how powerful messaging can resonate with your customer.
  • How to go beyond the demo—what’s the best way to personalize messaging to your customer, and does your ICP find themselves in your content?
  • How you can strategize around your ICP—even down to the choice of who your ICP actually is.

Episode Summary

It’s one thing to say you’re customer-centric, it’s quite another to live and breathe customer-centricity every day. Many brands like to talk about putting the customer first, but what does that actually mean in practice?

Enter Radically Transparent guest, Kirsty Dawe, CEO of Webeo—someone with customers constantly on her mind. In order to be successful at customer marketing, you have to be obsessed with your customers. Is your message truly resonating with your customers? How can you get in front of your ideal customers in the right way, at the right time?

In this episode, she discusses customer-centricity with host, Jennifer Gutman of Oktopost, and highlights where your ideal customer profile (ICP) should fit into your marketing and sales strategies. She even shares her best tips on how to keep your ICP top-of-mind across everything that you do.

Meet Kirsty Dawe

Kirsty is currently serving as the CEO of Webeo, a B2B personalization software. She’s a DMA B2B Council member, a regular superbrands judge, and a proud advocate for raising the profile of B2B marketing around the globe!

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Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic, all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

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