Is your ICP actually an ICP… or is it just “women aged 25 to 45” in a trench coat? 😅 In this episode of Blame It On Marketing, Emma and Ruta are joined by Ada, CMO of the Year in Lithuania and marketing leader at Norcurrent, the biggest Baltic mobile gaming company, to talk about ideal customer profiles and why most companies still get them painfully wrong. We get into what ICPs really are, how gaming uses customer behaviour to understand value, and why B2B marketers need to stop confus...