Business demographics
E-commerce with established businesses (not startups), using Shopify, WooCommerce, Wix, Magento and other platforms Annual revenue: $2M-$20M+ Company size: 5-50 employees Has dedicated marketing staff (at least 1-2 people handling social media) Average order value (AOV): $75+ Profit margins sufficient to invest in marketing tech (20%+ gross margin) Industry verticals
Fashion and apparel (like Fox Racing) Home goods/furnishings (like Cozy Earth) Beauty and cosmetics (like Cheekbone Beauty) Wellness/fitness products Technical environment
Active on multiple social media channels (especially Instagram and TikTok) Already using email marketing platforms (Klaviyo, HubSpot) Has existing paid social strategy and use some paid social content creation or management tool Has existing influencer marketing strategy and use some influencer discovery or management tools 50,000+ social media followers across platforms Business challenges
Rising customer acquisition costs (growing Facebook/Instagram ad costs) Difficulty collecting first-party data in a privacy-first world Struggling with social media engagement rates Struggling with organic content reach and visibility Manually managing social media interactions Difficulty connecting social efforts to direct revenue Needs, motivations, and desires
Looking to build an engaged, loyal community around their brand Seeking ways to collect first-party data with privacy changes Reducing customer acquisition costs Creating sustainable, algorithm-resistant growth channels Proving the value of social media investment to stakeholders Connecting social media activity to revenue growth Qualifying questions
What is your monthly/annual revenue? How many employees are dedicated to marketing/social media? What social platforms are you active on, and what's your follower count? What marketing technologies are you currently using? What are your biggest challenges with social media marketing right now? What percentage of your marketing budget goes to paid social? How do you currently measure the ROI of your social media efforts? What community-building initiatives have you tried in the past? Behavioral indicators
Putting money in martech to get more done with less Experimenting with new social platforms and features Increasing focus on LTV over acquisition Seeking ways to consolidate fragmented customer data Exploring community-driven marketing strategies Trying to reduce dependency on paid social media Balancing brand with growth goals Decision-making structure
Owner is directly involved in marketing decisions for businesses under $5M Has marketing director/team lead for larger operations Decision timeline: 2-4 weeks from demo to purchase Requires demonstrable ROI potential Geographic focus
Secondary: Canada, UK, Australia, Western Europe, New Zealand Primary job functions
Primary job titles (in order of importance)
Social Media Manager - Hands-on role managing all social media with limited resources, directly experiences pain points of manual engagement Community Manager - Solely responsible for community building with minimal team support Digital Marketing Manager - Often handles social media as part of broader digital responsibilities in smaller companies E-commerce Manager - Directly invested in converting social engagement to sales with limited tools Senior Digital Marketing Manager - Experienced with integration challenges in resource-constrained environments Social Media Director - In smaller companies, still very hands-on with implementation Head of Social - At this company size, likely still involved in day-to-day operations Marketing Director - In smaller organizations, closer to operational marketing activities Customer Experience Manager - Responsible for all customer touchpoints with limited resources Brand Manager - In smaller companies, often has social media responsibilities Head of Marketing - In small/mid-size businesses, more involved in tactical execution VP of Social - In this company size, would still be close to operational needs VP of Marketing - Smaller organizations mean higher involvement in tactical decisions CMO - In small/mid-size businesses, CMOs are often more operationally involved Seniority (in order of importance)
If we have budget to hit only three seniorities, we should hit the first three.
ICP - Small to mid-size e-commerce
