Lead Lab

ICP definition · 1 source assigned

Description

Editing re-runs Claude analysis

Ideal customer: a senior marketing, brand, or creative leader at a company that produces high design output (campaigns, ads, content, event materials, brand work) and has outgrown its current design capacity — be it in-house team, freelancers, or rotating agencies.

ROLE (must-have):
- Title contains one of: Marketing, Brand, Creative, Content, Communications, Demand Gen, Growth, Design Operations, Design
- Seniority: Director, Head, VP, C-Level (CMO, CBO, CCO), Senior Manager, Lead, or Team Lead
- Owns or strongly influences the design/creative budget

CRITICAL — "Director of Design" / "Head of Brand Design" / "Creative Director" ARE FITS, not anti-fits.
These are team leaders with budget authority. Magier replaces their team's workload (campaigns, ads, content production), not their job. They are exactly our buyer.

The anti-fit rule below applies ONLY to individual contributors (no team, no budget, hands-on production role).

COMPANY (strong-fit):
- B2B SaaS, mid-market to enterprise (51–5000 employees, $10M+ revenue or visible marketing spend)
- DACH-based or strong DACH/EU presence — primary geo is German-speaking market, but English-speaking is fine
- Design-heavy verticals: B2B SaaS, e-commerce, fintech, healthtech, climate tech, professional services, media/publishing, education, hospitality, gaming
- Visible design output: paid social activity, multi-touch campaigns, brand identity, event marketing

COMPANY (acceptable / money-smell):
- Mega-corp marketing teams (5K–500K+ employees) — when a senior buyer with budget authority signs up via inbound, treat as A-tier even if the company is "too big" for typical outbound
- B2C brand at any size with active brand/creative work
- Mid-size with marketing maturity but smaller (51–250) — still A/B if title is senior

ANTI-FIT (verdict=nofit, tier=E):
- Individual contributor designers with NO team and NO budget: Senior Designer, Graphic Designer, Junior Designer, UX/UI Designer (without "Head"/"Director"/"Lead"), Motion Designer, Illustrator
- Design or creative agency owners/freelancers — competitors, not buyers
- Engineering / product / data roles with no design budget context
- Students, "open to work", career-transitioners with no current role
- Sub-10-employee bootstrapped startups with no visible marketing spend

BORDERLINE (verdict=maybe, tier=C/D):
- Mid-level marketing manager at a great company where buying decisions sit higher
- Senior marketer at a very small (<50 employees) startup — capacity-pain might exist but budget unclear
- Adjacent roles: Product Marketing without brand mandate, Communications without design ownership

SCORE GUIDE:
- 85–100 (A): VP/Head/CMO/Director of [Marketing|Brand|Design|Creative] at design-heavy B2B SaaS or mid-market brand, clear budget ownership
- 70–84 (B): Senior marketer/brand role at a relevant company, budget likely
- 50–69 (C): Mid-management or adjacent role at a fitting company
- 30–49 (D): Junior or tangential, unclear company fit
- 0–29 (E): Individual-contributor designer with no team, or agency/competitor, no-budget context, wrong domain

Extracted Criteria

From Claude analysis

Company size: 51–500000
Industries (include): B2B SaaS, e-commerce, fintech, healthtech, climate tech, professional services, media, publishing, education, hospitality, gaming, B2C brand
Industries (exclude): design agency, creative agency, advertising agency, freelance design
Geo (include): Germany, Austria, Switzerland, DACH, European Union, English-speaking markets
Seniority: c_level, vp, director, manager
Roles (include): Chief Marketing Officer, Chief Brand Officer, Chief Creative Officer, VP Marketing, VP Brand, VP Creative, Head of Marketing, Head of Brand, Head of Creative, Head of Design, Head of Brand Design, Director of Marketing, Director of Brand, Director of Creative, Director of Design, Creative Director, Director of Content, Director of Communications, Director of Demand Generation, Director of Growth, Head of Design Operations, Design Operations Manager, Senior Manager Marketing, Senior Manager Brand, Senior Manager Creative, Marketing Lead, Brand Lead, Creative Lead, Team Lead Creative, Team Lead Design, Head of Communications, Head of Content
Roles (exclude): Senior Designer, Graphic Designer, Junior Designer, UX Designer, UI Designer, UX/UI Designer, Motion Designer, Illustrator, Visual Designer, Web Designer, Product Designer, Engineer, Software Engineer, Product Manager, Data Analyst, Data Scientist, Student, Intern
Exclude types: agency_owner, freelancer, solopreneur, student, consultant_solo, career_transitioner, open_to_work
Borderline guidance: 1) 'Director of Design' / 'Head of Brand Design' / 'Creative Director' are FITS — they lead teams and hold budget authority; do NOT treat as anti-fit based on the word 'Design' alone. The anti-fit IC rule applies only to hands-on individual contributors with no team and no budget. 2) Mega-corp inbound leads (5K–500K+ employees): treat as A-tier when a senior buyer with budget authority signs up voluntarily — company size ceiling does not apply here. 3) Product Marketing roles: qualify only if the profile shows brand mandate or design budget ownership; otherwise default to C/D. 4) Communications roles: qualify only if design ownership is evident. 5) Senior marketer at a startup with <50 employees: default to C/D (maybe) unless visible marketing spend, funded round, or explicit budget signal is present. 6) Mid-level manager (non-senior) at an otherwise strong-fit company: tier C, flag for nurture rather than immediate outreach. 7) When company industry is ambiguous, prefer B2B SaaS / fintech / e-commerce over retail or non-commercial sectors. 8) Bootstrapped sub-10-employee companies with no visible marketing activity: hard reject regardless of title.
Notes: Primary target geography is DACH / German-speaking market, but English-speaking leads are acceptable. Revenue proxy when not disclosed: look for visible paid social activity, multi-touch campaigns, event marketing, or funded status as signals of $10M+ equivalent marketing maturity. The core pain signal is outgrown design capacity — whether that means an overwhelmed in-house team, reliance on rotating freelancers, or agency sprawl. Magier replaces creative production workload, not strategic leadership, so senior leaders (Director, Head, VP, C-level) who own or influence the design budget are the exact buyer persona. Score guide: 85–100 (A) = VP/Head/CMO/Director of Marketing|Brand|Design|Creative at design-heavy B2B SaaS or mid-market brand with clear budget ownership; 70–84 (B) = senior marketer or brand role at relevant company with likely budget; 50–69 (C) = mid-management or adjacent role at fitting company; 30–49 (D) = junior or tangential with unclear fit; 0–29 (E) = IC designer with no team, agency/competitor, no-budget context, or wrong domain.

Assigned Sources

1 source

Event - 26.05.21 - Claude Design