Webinar: Why ICP Misalignment Is Now a Revenue Risk, Not Just a Marketing Problem
Join us for a practical discussion on how static ICPs are hindering PR efforts, and as a result, stunting the growth of businesses at the same time.
Who should attend: Marketing and communications leads, and PR teams at B2B technology companies who are investing in PR and want to make sure it's reaching the right buyers.
In the AI era, the way buyers form opinions, build trust, and make decisions has fundamentally changed. PR strategies built on static, assumption-led ICPs are now a material commercial risk, producing broader stories, weaker differentiation, and coverage that reaches the wrong audiences. This session is a practical briefing on why that gap has widened, what it costs, and what a living, evidence-based ICP looks like in practice
In this panel discussion, we'll explore how misaligned ICPs are taking a bigger tolls on businesses than many might expect, as well as highlight best practice when it comes to identifying your ICPs.
Meet our expert panel
Claire Williamson, Founder and Managing Director - Resonance + Agentcy
Luke Farrugia, Founder, SignalForge & VP, Global Marketing - Explori
Together, the panel will unpack how ICPs need to shift to match the changing buyers journey and why organisations need to address this now - before it becomes a serious revenue risk.
Topics we’ll cover
Why static, outdated ICPs are now a material risk to PR effectiveness
The real commercial cost of ICP and narrative misalignment
Why “knowing your ICP” is no longer enough i.e. attention, trust, narrative, and influence now matter just as much
The growing role of non-traditional influence channels (AI answer engines, peer communities, dark social)
What a living ICP looks like in practice, including recommended review cadence
How buyer evidence (not opinion) should anchor narrative decisions
There will be time for audience Q&A at the end of the session.