Everything from

Growth Unhinged

2 resources from Growth Unhinged we point founders to, and the questions each answers.

✍️ Essay
✓ Link checked Freemium Advanced

Kyle Poyar writes for people running go to market at growth stage B2B companies, so this piece is useful once your ICP needs to hold up across sales, marketing, and product, not just your own instinct. He is specific about the difference between saying you are focused on an ICP and being able to show the data behind it. A good gut check for founders who think they have an ICP but could not produce this chart if asked.

ICP marketing done right

From Growth Unhinged by Kyle Poyar 12 min read

  • Being focused on an ICP means you can count exactly how many accounts fit it.
  • Combine firmographics, technographics, and buying intent signals, not firmographics alone.
  • Most teams claim ICP focus but cannot back it with real account level data.
Open growthunhinged.com →
Answers What is an ideal customer profile and how do I define mine?
📄 Article
✓ Link checked Freemium Intermediate

Poyar's framing that you need a rough early customer profile before you can earn a real ICP is a useful corrective for founders who try to write the perfect document too soon. It walks through how the profile should sharpen as you get more data, which is the same quarterly revisit discipline your short answer calls for. Grounded in patterns across many B2B SaaS companies he has advised.

How to build your GTM strategy from scratch

From Growth Unhinged by Kyle Poyar

  • Your first customer profile is a rough hypothesis, refine it as data comes in, don't wait for certainty.
  • GTM strategy should follow from the ICP, not the other way around.
  • Revisit your ICP at defined checkpoints as the company grows, not only when something breaks.
Open growthunhinged.com →
Answers How do I keep my whole team aligned on who our ideal customer is once we start hiring?
eChai Partner Brands The partnership →