How to conduct ICP research for B2B SaaS - Emma Travis

The YouTube workshop, titled "How to conduct ICP research for B2B SaaS" features Emma Travis, a director at Spiro, discussing the importance of Ideal Customer Profile (ICP) research. The workshop emphasizes the significance of understanding ICP for effective messaging and business growth, particularly in the B2B SaaS industry. The speaker introduces a poll to identify the audience's focus on either B2B or B2C, deciding to concentrate on B2B ICP research during the workshop. Emma Travis outlines a four-part structure for the session, covering the importance of ICP research, various research methods, data analysis examples, and the workshop's practical aspect using a mirror board. The workshop concludes with a Q&A session, touching upon topics like incentivizing participants, managing data sets, and the time and resources required for ICP research.