Why only 40% of communities thrive in GTM? - ICP vs ICMP strategy in Community led Approach
Ever wondered why many communities fail to shine? Dive deep into the intriguing world of Community-Led GTM and discover how the tug-of-war between ICP and ICMP strategies influences the fate.
Communities are groups of people bound together by shared values, interests, or goals. They can be found in various forms, from physical neighborhoods to online forums, and can provide a sense of belonging, support, and identity. As humans, we are inherently social beings, and communities fulfill a fundamental need for connection and collaboration. We prefer communities as they offer a structured way to interact with others, share knowledge, and work towards common objectives.
Members often possess a wide range of feelings that are associated with their shared experience and connections:
Belonging: A sense of acceptance and fitting in with others who share similar interests or values.
Support: Feeling supported and understood, knowing that others are there to help and provide encouragement.
Pride: Taking pride in community achievements, traditions, or common goals, which reinforces the sense of identity.
Responsibility: A sense of duty to contribute to the well-being and success of the community.
Trust: Confidence in fellow members, leading to more profound relationships and cooperation.
Empathy: A shared understanding and compassion for others' experiences and challenges within the community.
The community owners must balance two crucial aspects in community building for businesses i.e.
recognizing the need for business growth , practical growth and management (Kam Seva)
maintaining a spirit of selflessness and dedication to the well-being of the community (Nishkam Seva).
By integrating these principles, community owners can cultivate a thriving, supportive, and meaningful community environment.
Key Questions to Uncover Potential Pitfalls in Community-Led GTM
Communities can be a powerful strategy for Go-To-Market (GTM), but it's essential to recognize and address potential failure points. Here are five pointers, along with questions to help identify these issues:
1. Lack of Engagement:
Is the community actively participating and contributing?
Are engagement strategies failing to resonate with members?
2. Misalignment with Community Values:
Does the community's purpose align with the business goals?
Are members' needs and values being ignored or misunderstood?
3. Ineffective Moderation and Management:
Is there a clear moderation policy in place to handle conflicts?
Are community rules being enforced consistently and fairly?
4. Insufficient Support and Resources:
Are members receiving the support and resources they need to thrive?
Is there a lack of investment in community-building activities and infrastructure?
5. Over-alignment on Sales and Promotion
Are there continuous bombardment of promotional messages to community members?
Are you reaching out 1:1 to all community members for sales calls?
6. Failure to Measure and Analyze Success:
Are there clear metrics and KPIs in place to evaluate community success?
Is there a failure to adapt and improve based on feedback and performance analysis?
Addressing these questions can help in recognizing and mitigating failure points in a community-led GTM strategy, ensuring that the community remains vibrant, aligned, and supportive of the business objectives.
ICP vs ICMP
ICP
ICP, or Ideal Customer Profile, refers to a highly detailed description of the type of company that would derive the most benefit from a product or service. It's essentially a fictional representation of your perfect customer, which can guide various functions within an organization.
Defining an ICP involves identifying key characteristics that your best customers share. This may include:
- Demographics: Such as industry, company size, and location.
- Behavioral Traits: Like purchasing habits or technology adoption rates.
- Psychographics: Including values, pain points, and business goals.
Through interviews, surveys, and data analysis of existing customers, businesses can craft an ICP that helps to focus marketing and sales efforts, align product development, and ultimately drive growth by targeting customers who are most likely to find value in what the company offers.
ICMP
Ideal Community Member Profile (ICMP) is a concept that identifies the characteristics, behaviors, and attributes of the perfect member within a specific community. This profile helps in shaping and guiding community growth, engagement, and management.
Defining an ICMP involves several steps:
Understanding Community Goals: Knowing what the community aims to achieve helps in understanding what qualities a member should possess to contribute to those goals.
Identifying Key Characteristics: These could include demographic information, interests, values, skills, or any other traits that align with the community's purpose.
Analyzing Members of existing communities (if any): Studying the attributes of active and engaged members can provide insights into what makes an ideal community member.
Setting Engagement Expectations: What levels of participation, collaboration, or contribution are expected from the ideal member?
Creating Personas: Developing detailed personas representing the ideal member can help in visualizing and understanding the attributes, needs, and desires of the perfect community participant.
Defining an ICMP allows community managers to target and attract individuals who will positively contribute to the community, ensuring alignment with its goals, culture, and values. It also helps in creating content, activities, and engagement strategies that resonate with the desired member profile, fostering a more cohesive and thriving community.
Defining Community Member Personas and Motivations
People join communities to fulfil their needs and expectations , often seeking functional, social, emotional, and psychological needs:
Functional Needs:
- Support: Access to exclusive knowledge, resources, information, and assistance.
- Collaboration: Working with peer members together towards common goals.
Social Needs:
- Connection: Building relationships and networking with like-minded individuals
- Engagement: Opportunities for social interaction and participation in shared activities.
Emotional Needs:
- Belonging: A sense of acceptance and being part of something larger.
- Validation: Recognition and affirmation from peers.
Psychological Needs:
- Identity: Aligning with a group that reflects personal values or interests.
- Growth: Opportunities for personal development, learning, and self-improvement.
Example - Gen AI Saas Tool for Business Workflows
Certainly! Here are examples for both the Ideal Customer Profile (ICP) and Ideal Community Member Profile (ICMP) for a "Gen AI SaaS Tool for Business Workflows."
ICP for Gen AI SaaS Tool for Business Workflows
Industry: Technology, Finance, Healthcare, or any industry with complex business workflows.
Company Size: Medium to large enterprises with 100+ employees.
Pain Points: Inefficient manual workflows, desire to automate and streamline processes.
Behavior: Proactive in adopting new technologies, invests in innovation.
Decision-Makers: CTOs, CIOs, or IT Managers looking for scalable solutions.
Budget: Willing to invest in premium solutions for long-term efficiency gains.
Example of Ideal Customer
A financial services company with 500 employees struggling with manual data processing, seeking an AI-driven solution to automate and optimize workflows, guided by a tech-savvy CIO willing to invest in innovation.
ICMP for Community Around Gen AI SaaS Tool
Interest in AI and Automation: Passionate about technological advancements, especially in AI.
Role: Tech enthusiasts, developers, IT professionals, or business analysts working with AI tools.
Contribution: Willing to share insights, ask questions, and contribute to discussions.
Values: Collaboration, innovation, continuous learning.
Engagement Level: Regular participation in community events, webinars, or forums.
Professional Background: Experience in implementing or working with AI in business workflows.
Their motivations to be a part of community…
Functional Needs:
Learning Opportunities: Access to tutorials, guides, and expert advice on AI-driven business workflows.
Tools and Resources: Availability of software demos, templates, and tools to enhance their skill set.
Emotional Needs:
Sense of Belonging: Feeling part of a community that shares the same passion for AI and technology.
Recognition and Appreciation: Desire for their contributions, ideas, and insights to be acknowledged and valued.
Psychological Needs:
Intellectual Growth: Opportunities for continuous learning and personal development in the field of AI.
Autonomy and Influence: Ability to influence community direction, content, and activities.
Social Needs:
Collaboration and Networking: Access to a network of like-minded professionals to collaborate with and learn from.
Social Interaction: Platforms and events that facilitate social engagement, discussions, and friendships.
Example of Ideal Community Member
A software developer working with AI in business workflows. Functionally, they seek practical tools and learning materials. Emotionally, they desire appreciation and a sense of belonging. Psychologically, they value intellectual growth and having a voice within the community. Socially, they look forward to collaborating and engaging with peers.
The recognition of these various needs ensures that the community around the Gen AI SaaS Tool is not only providing resources and information but also nurturing an environment that supports the emotional, psychological, and social well-being of its members. It fosters a more holistic, engaged, and thriving community.
How can you guide your community to thrive through the Right ICMP Approach?
Here are the key questions you might frequently ask to assess whether your community thrives and aligns with the Ideal Community Member Profile (ICMP):
Alignment with Core Attributes: Are the members demonstrating the traits and values we identified in the ICMP?
Content Engagement: Is the content resonating with the community members? Are they actively participating in discussions and activities?
Emotional and Social Connections: Do members feel a sense of belonging? Are they connecting and collaborating with each other?
Meeting Needs: Are we effectively meeting the functional, emotional, psychological, and social needs of the community members?
Feedback and Suggestions: What feedback or suggestions are members providing to improve the community experience?
Retention and Growth: Are members staying engaged over time? Is the community growing with individuals who fit the ICMP?
Regularly asking and reflecting on these questions allows for continuous alignment with the ICMP, ensuring that the community thrives by attracting and retaining members who fit the ideal profile.
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