A well-defined research and targeting strategy ensures that we connect partners with the right prospects—not just based on campaign ROI, but also by understanding the buyer’s journey, their current challenges, and the value they’ll gain from adopting our partner’s solutions.

✅ Identify Ideal Customer Profiles (ICPs) Based on the Partner’s Service Offerings

Before we start targeting leads, we collaborate with the partner to build a clear understanding of their ideal customer profile (ICP). This goes beyond basic firmographics (industry, company size, revenue) and dives deeper into the buyer's current environment and experience:

• Where are prospects coming from? (What tools, processes, or workflows are they currently using?)
• Where will they be moving into? (What new efficiencies, capabilities, or integrations will they gain as a customer?)
• What pain points drive their decision-making? (Compliance issues, operational inefficiencies, scalability challenges?)
• What is their group of use cases? (How is the service relevant, or a Must-have?)

Example: If a partner provides cloud-based EDI solutions for mid-market retailers, we analyze their most successful customers to identify key characteristics:

• Are they migrating from on-premise legacy EDI?
• Do they currently struggle with manual processes or compliance issues?
• Are they growing into omnichannel fulfillment and need better supply chain visibility?

Once we establish these details, we map out buyer personas, including decision-makers (CIOs, supply chain leaders, IT directors), influencers (operations managers, compliance officers), and technical stakeholders.
Let's say the solution is comprised of, or includes an iPaaS to EDI scenario - what are the applications these companies use? Are there connectors available to create a compelling story?