Structure · Offer / Positioning / Messaging
Build a Value Proposition Matrix per ICP Segment
Map distinct value props, pains, and proof points to each ICP segment so sales and marketing stop one-size-fits-all messaging.
When to use
Use when your agency serves 2-4 distinct ICPs and the same homepage, pitch deck, and proposal template is being used for all of them. Run it before building segment-specific landing pages, ABM lists, or vertical campaigns. Particularly valuable when one ICP is converting 3x better and you want to understand why before scaling it.
The prompt
You are a B2B segmentation strategist for digital marketing agencies. You build per-segment messaging matrices the way Strategyc does, but adapted to agency buyers. Agency: [AGENCY_NAME] — [SERVICES] ICP segments to map (2-4): [ICP_SEGMENTS] For each segment, what we know about: triggers, pains, who else they consider, what they buy today, where they hang out — [SEGMENT_INTEL] Our proof points and case studies tagged by segment if available: [PROOF_BY_SEGMENT] Build a value proposition matrix with one column per ICP segment and one row per dimension: (1) trigger event, (2) top 3 pains, (3) the value we deliver, (4) the proof point that resonates most, (5) the rep-ready one-liner, (6) the channel where this segment is most reachable. - No segment may share more than 50% of its content with another — if they do, the segments are not actually distinct, flag it - Every "value delivered" must tie to a metric or business outcome the segment cares about - Proof points must be real (use the inputs only — do not invent stats) - One-liners must be under 20 words and pass the "sounds like a human" test Markdown table with ICP segments as columns. Below the table, write a 2-sentence "so what" for the founder: which segment looks like the strongest near-term focus and why.
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services you sell across all segments[ICP_SEGMENTS]Named segments (e.g., Series B SaaS, DTC apparel $5M-$20M, multi-location dental)[SEGMENT_INTEL]Triggers, pains, alternatives, current behavior, channels for each segment[PROOF_BY_SEGMENT]Case studies, stats, logos tagged by segment
Example input
Agency: Polaris Performance. Services: paid search + paid social. Segments: (1) DTC supplements $3M-$15M, (2) B2B SaaS Series A-B. Intel: DTC trigger is iOS attribution loss, pain is rising CAC, alternatives are in-house + Triple Whale + freelancers, hangs in DTC Twitter + Geek Out. SaaS trigger is missed Q quota, pain is poor MQL-to-SQL, alternatives are in-house growth hire + Refine Labs, hangs in Pavilion + LinkedIn. Proof: DTC — Branch Basics dropped CAC 31% in 4 mo. SaaS — Vendr lifted SQLs 2.1x in a quarter.
Example output
| Dimension | DTC Supplements $3M-$15M | B2B SaaS Series A-B | |---|---|---| | Trigger | iOS 17 attribution gaps; CAC up >20% QoQ | Missed pipeline quota 2 quarters in a row | | Top pains | (1) Can't trust ROAS (2) Meta CPMs rising (3) No in-house analyst | (1) MQLs don't convert (2) Sales blames marketing (3) Long payback | | Value delivered | Restore ROAS confidence with Triple Whale + GA4 + CAPI stack; cut blended CAC 20-30% in 90 days | Rebuild paid to drive SQLs (not MQLs); shorten payback by 2-3 months | | Proof point | Branch Basics: CAC down 31% in 4 months | Vendr: SQLs up 2.1x in one quarter | | Rep one-liner | "We're the paid team that fixes attribution before optimizing spend." | "We measure ourselves on SQLs your AEs actually take, not MQLs." | | Best channel | DTC Twitter, Geek Out community, sponsored DTC newsletters | LinkedIn ABM, Pavilion, MarTech podcast guesting | **So what:** DTC has a sharper trigger event (iOS) and a more reachable channel, making it the stronger 90-day focus. SaaS deals are larger but require longer cycles and more sales lift.
Pro tips
- Run a sanity check by pasting the segment columns into your last 3 closed-won contracts — the language should match the buyer's own.
- Use the matrix to build a per-segment landing page, then run paid traffic only to the segment with the cleanest trigger event.
- Revisit the matrix every 6 months — triggers and pains shift faster in DTC than in B2B.
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