Marketing and Sales teams dedicate many hours to tracking down their ideal customers, and until recently, business cards were the best clues they had. Those little slips of paper were like currency that represented the best way to learn about promising leads and connect to them.
However, an “ideal customer” is actually a collection of ideal customers who can take many shapes and forms. Ideal customers won’t necessarily resemble each other on the surface or look how you might expect.
Moreover, knowing someone’s title, company, function, and contact information is not enough. They do not provide context for that person’s day-to-day responsibilities, expertise, or business needs…
