Welcome: to Client Match
FREE ICP Coach™
build your perfect ideal client profile in minutes not hours, days or weeks!
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The Foundation of an SME B2B Growth Campaign
ICP COACH™
What is it?
A guided GPT tool that helps you define your Ideal Customer Profile precisely.
Instead of guessing who to target, ICP Coach walks you through structured prompts that uncover your best-fit clients by industry, size, mindset, and buying triggers. You’ll walk away with a clear, data-backed profile built from your own business insights. Not generic templates.
What does it do?
It transforms vague targeting into sharp, strategic clarity that converts.
The tool analyses your answers and produces a written ICP summary. Including exclusions, motivations, and decision factors, ready to use in your campaigns, ads, and outreach. It connects how your audience thinks with how you sell.
Why do I need it?
Because growth starts with knowing who you’re really selling to.
Most small businesses waste time chasing anyone who’ll listen. ICP Coach stops that by showing you where the real opportunity lies, in fewer, higher-quality leads that convert faster and stay longer. It’s the foundation of every successful growth campaign.
If you're an SME in the B2B space, you might be wondering how to drive more business.
This is one of the most common questions I get.
Over the years, I’ve delivered strategies in countless one-to-one sessions and presentations. I used to charge from £1,000 just for a strategy session like this, and then thousands more to implement it. But a lot has changed.
Technology has advanced to the point where you can now apply proven sales and marketing strategies without an expensive team or outsourced agency. And with over 25 years of experience working with SMEs, I know exactly how to build a growth system that avoids overwhelm and keeps costs low.
That’s why I’m giving you these core resources for free — they cover the vital first steps most businesses miss, and missing them is the main reason so many growth campaigns fail.
Get them now, benefit straight away, and if we ever do speak, we can skip the basics and move straight to the advanced strategies that build real momentum.
Just drop me a message on LinkedIn for direct support, or keep scrolling for more free resources.
Next Steps...
Things to do next:
Connect with me on LinkedIn
Request access to all of my free resources
Request my full strategy document (includes all the detail)
Three Simple Steps to Success
ICP Coach™
Step One:
Define your Ideal Customer Profile
Answer a guided series of smart prompts that uncover exactly who your best-fit clients are. Industry, company size, mindset, and buying triggers. No guesswork, no jargon. Just a clear picture of who’s worth your time.
Step Two:
Build your Perfect-Fit Persona
ICP Coach turns your answers into a complete, written profile. Including; motivations, challenges, and decision-making psychology. You’ll instantly see what drives your audience and what turns them off.
Step Three:
Use it to Guide Your Growth
Plug your ICP summary straight into your business growth strategy. Every campaign becomes sharper, more relevant, and more effective because it’s built around the people most likely to say “yes.”
Free
ICP Coach™
Here's what you get:
100% FREE
Define your real Ideal Customer Profile (ICP) — guided prompts uncover who you should really be targeting, based on fit, mindset, and opportunity.
Behavioural insight built in — understand how your audience thinks and decides so you can shape messages that convert naturally.
Step-by-step AI coaching — simple conversational prompts walk you through building your ICP in minutes, no marketing jargon required.
Structured, ready-to-use profile — get a clear written summary with motivations, pain points, and decision styles — ready to plug into campaigns and outreach.
Target smarter, not broader — discover exactly who’s worth your time, where to find them, and what to say when you do.
Part of the Client Match Growth System — designed to align perfectly with Offer Clarity and Navigator Trainer for complete targeting precision.
"Highly recommend this"
Running a good business, I wanted to grow it so I could take a more strategic less day-to-day role. I worked with Chris Initially to set my business up, now with his growth strategy I get the predictability and systems I need to without being bogged down" Claire D
The Foundation for Successful Sales and Marketing
ICP Coach™
Define your Ideal Customer
Identify who’s really worth your time.
Spot patterns behind your best clients. Who they are, and why they buy. Filter out low-value leads and focus your attention on prospects most likely to say “yes.”
Understand how they think
Get inside your buyer’s decision process.
Reveal how your audience makes choices; from logic to gut instinct. You’ll uncover what earns trust, what triggers hesitation, and how to position your offer to feel like the obvious next step.
Build campaigns that convert
Turn understanding into action.
Once you know who to target and how they decide, every message lands better. Turn strategy into structure. Build marketing that feels personal, persuasive, and impossible to ignore.
Growth Foundations Pack
ICP Coach + Offer Assistant + Navigator Trainer + Bonuses
The Growth Foundations Pack helps you grow without wasting time, money, or energy on guesswork. It works because of three things:
Experience.
After 25 years with SMEs, I’ve seen what gets missed and what truly drives growth.
Technology.
AI and automation now replace much of what once needed full teams. From web builds and content creation to outreach. Without heavy overheads.
Understanding people.
When you know how customers think and decide, marketing gets much easier to get right.
That mix of experience, technology, and human understanding is what makes this pack work so well.
No Sign-up hoops. Instant access to all three tools + Special Bonuses
“Predictable growth isn’t luck.
It’s preparation > meeting opportunity > with the right system behind you.”
Growing Your Business
is as Easy as 1,2,3
1) Clarity
Know you best buyers
Define you ICP, spot red flags, get messaging aligned to how buyers think
2) Offer
Package value (not tasks)
Turn services into outcomes people say yes to. Avoid competing on price.
3) Targeting
Build focused lead lists
Target audiences the SME‑friendly way. Less noise, more right conversations.
“Developing clarity isn’t about narrowing your market. It’s about sharpening your aim before shooting for the stars.”
Build a precise ICP
Identify time-waster patterns
Shape around buyer psychology
“Most businesses sell what they make. Growth comes from selling what customers value.”
Turn services into outcomes
Show value in customer terms
Build a simple tiered pathway
“It’s not about names in an oversized database. It’s about the right names in your packed out diary.”
Filter by size, sector, role
Exclude poor-fit accounts
Save lists for repeat use
Build Your Own Custom GPT:
ICP Deep Insight Builder
Turn research into a repeatable advantage. Learn to create your own GPT to explore markets, segment accounts, and surface talking points without agency fees.
Find telephone numbers, email addresses, build a psychological profile of individual prospects and understand exactly how they think and make decisions.
“Deep research doesn’t just find people. It finds how they think, so you can connect on their terms.”
Learn the deeper tactics
Growth Video Series
Here you will learn individual tactics that make up the fuller strategy. Short bite sized videos that take you through the full strategy.
Digging deeper into tactics, technology and most importantly how and why humans make buying decisions.
“The smartest conversations start long before the first word is spoken.”
Get my full step-by-step document
Echo Connect Framework
Turn your strategy into consistent, predictable growth.
Echo Connect gives you a clear, repeatable process for winning new business, without resorting to pushy tactics or empty persuasion.
Built on the principle of pre-suasion, it helps you create interest and trust before the conversation even begins.
So when prospects see your message, engage with your content, or receive your outreach, they already know who you are, what you stand for, and why you’re worth talking to.
It’s sales without the sell a smarter, psychology-led approach that earns attention instead of demanding it.
“Trust isn’t built in the meeting. It’s built in the moments that lead to it.”
Rocket propel your growth
Free Clarity Call
Starting a new business growth campaign involves a lot of moving parts, and plenty of opportunities to make costly mistakes.
In under an hour, I’ll explain in plain English exactly what to do to win your first few new clients without wasting time or budget.
You’ll come away with a solid foundation for sustainable growth that strengthens your brand perception and builds awareness with the exact audience you want to work with.
“The smartest conversations start long before the first word is spoken.”
Frequently Asked Questions
Question 1: What exactly is the ICP Coach™?
ICP Coach™ is a custom AI system I built as part of my Client Match Strategy. It is designed specifically for SME B2B and professional service businesses. It uses AI to guide you through the same process I use with my own clients to identify and define your Ideal Customer Profile quickly and accurately.
It’s not a generic template or a marketplace GPT. It’s my 25 years of strategy and behavioural training built into a tool you can use in minutes.
Question 2: How is this different from a normal buyer persona template?
Traditional personas focus on job titles and demographics. ICP Coach™ goes deeper.
It builds a decision profile, revealing how your audience actually thinks, what influences their choices, and why they buy.
Because it’s built on my behavioural economics framework, it helps you see the psychological side of a buying decision, turning vague assumptions into a usable, growth-ready profile.
Question 3: Do I need any AI knowledge or technical setup to use it?
No! none at all. If you can answer simple questions about your business, ICP Coach™ does the rest. It walks you through the same structured discovery process I use with clients, step by step. No code and no setup. Just instant clarity through guided conversation.
Question 4: How long does it take to get results?
You’ll have a full, detailed ICP within 20–30 minutes... in one sitting. The output is written in plain English, ready to use straight away in your LinkedIn targeting, outreach messaging, and campaign planning.
Question 5: Who is ICP Coach™ designed for?
It’s built specifically for SME B2B and professional service firms: businesses that rely on trust, relevance, and relationship-led selling.
If you’re an owner or director looking for clarity on who to target and how to position your message, this system gives you the foundation I use with my private clients. Now accessible through AI.
TESTIMONIALS
What others are saying
"Helped me get to that next stage on a budget"
"I started my own business I was good at what I did, but I needed help with how to win new clients, beyond my initial network. With Chris he listened to me and developed a strategy that was easy to follow and without me having to employ a new team"
Charlotte W
"More clients than ever, less effort than before"
"What I like is that it makes sense, almost like why didn't I think of this myself. It's clever without being difficult and the efficiency gains I have got are immense. I win more clients than ever with about 10% of the time and effort required."
Mike W
"Highly recommend this"
"Running a good business, I wanted to grow it so I could take a more strategic less day-to-day role. I worked with Chris Initially to set my business up, now with his growth strategy I get the predictability and systems I need to without being bogged down"
Claire D
Who's This Perfect For
BUSINESS OWNERS
SME Sized Businesses
b2b Sales
professional services
strategic thinkers
ethical businesses
Intelligent Audiences
complicated sales cycles
Wanting Growth control
Ready to Go Further?
When you’re ready to build a real growth system
for your business.Here are three ways we work with clients:
Your Low-Risk First Step
Growth Launch Pack
£520
£200
One off fee
Who it’s for: SMEs who know they need to take action to grow but aren’t sure where to start. If you want to explore your options, gain clarity, and test working with a trusted partner — without long-term commitment — this gives you a safe, low-risk first step. You’ll leave with a clear starting plan, sharper focus, and practical tools you can act on immediately.
Strategy + First Steps. One focused session, one tailored pack, total clarity. Walk away with the right ICP, offer, and prospect list to start growing with confidence.
Our Process (What We do Together):
Plan – A one-to-one strategy session to define your Ideal Customer Profile (ICP), sharpen your offer, and map out first actions..
Support – Follow-up email access to answer questions as you put your Launch pack into practice.
Equip – Access to ICP Coach, Offer Clarity Assistant, Navigator Trainer, and ICP Insight Builder to strengthen targeting and offers.
Optional Bolt-on– Normally £1,500, now £750: we’ll build your first prospect list, export and clean the data, and design a simple landing page to test your offer immediately.
Includes (Worth over £500 if purchased separately):
1:1 strategy session (£200)
Tailored one-off action plan £200)
ICP Coach, Offer Clarity Assistant, ICP Insight Builder, and Navigator Trainer (£120)
Optional add-ons:
First Lead List + Landing Page Build – reduced from £1,500 to £750
Client Match Console – full access to CRM, funnels, automation, and campaign tools (£99/month) or fully inclusive with any monthly option
24/7 Marketing Software Support & Training available for an additional fee
DIY with Support
Strategy Starter Plan
£800+
£250
Per month
Who it’s for: SMEs who want to stay in control but need expert guidance to avoid wasting time and money. You want a clear strategy, the right tools, and accountability to keep moving forward. Without having to commit to a done-for-you service. This plan gives you structure, direction, and support while you do the delivery.
Strategy + Direction. We guide, you implement. Gain structure, tools, and accountability each month so you stay on track and focused on the right actions.
Our Process (What We do Together):
Plan - Monthly 1:1 strategy meeting to define priorities and build a tailored action plan.
Support – Ongoing email support for strategic queries.
Equip – Access to ICP Coach, Offer Clarity Assistant, Navigator Trainer and ICP Insight Builder to sharpen your targeting and offers.
Enable – Access to the Client Match Console (your own CRM, automation, and funnel system) with starter templates.
Review – Monthly adjustments to your action plan based on progress and challenges.
Includes (Worth over £500/month if purchased separately):
Monthly 1:1 strategy session (£200)
Continually updated action plan (£100)
ICP Coach, Offer Clarity Assistant, ICP Insight Builder, and Navigator Trainer (£120)
Client Match Marketing Console, with:
CRM & pipeline tracking (£49)
Unified inbox (email, SMS, social) (£49)
Funnels, automation & follow-ups (£99)
Reputation & review management (£49)
Websites & landing pages (£49)
Social media planner (£29)
Analytics & dashboards (£49)
Appointment scheduling & Stripe payments (£29)
Optional add-ons:
First Lead List + Landing Page Build – reduced from £1,500 to £750
24/7 Marketing Software Support & Training available for an additional fee
Done-for-You
Full Growth System
£3,750+
£1,000*
Per month
Who it’s for: SMEs who want growth without the trial and error of doing it themselves. You need a partner to plan, build, and manage your campaigns from end to end — strategy, systems, content, and automation all done-for-you. Ideal if you want to focus on running the business while knowing your marketing engine is fully handled.
Strategy + Implementation. We build and manage everything. From campaigns to content and automation, your marketing engine runs fully done-for-you.
Our Process (What We do):
Design – We create a bespoke Client Match Growth Strategy built around your ICP, positioning, and outcomes.
Build – We implement everything: funnels, email nurture, outreach systems, and automation inside the Client Match Console.
Communicate – We write and deploy the copy: ads, emails, landing pages, and nurture content that does the heavy lifting.
Optimise – We monitor, report, and refine campaigns monthly to keep performance improving.
Support – Regular strategy sessions (video or face-to-face) plus hands-on team guidance.
Includes (Ongoing value worth £3,750+/month if purchased separately):
Ongoing Growth Strategy Development. regular refinement of your ICP, positioning, and campaign priorities (£250/month)
Direct Access to Senior Strategy Guidance. Speak directly with Chris by phone, email, or 1:1 meetings when required (£300/month)
Campaigns, funnels, and nurture systems — built, managed, and continuously optimised (£1,000+/month)
Copywriting for ads, emails, and landing pages. With fresh campaigns created as needed (£500/month)
Regular strategy sessions & reviews. Keeping you aligned and accountable (£300/month)
Client Match Console. Fully configured, managed, and updated (£200/month)
Ongoing optimisation & reporting. Continual improvements to boost performance (£300/month)
Team support and implementation guidance. hands-on help when you need it (£200/month)
Additional value you gain as part of the process:
Competitor & Market Insights. Ongoing scans of competitor activity and positioning (£250/month)
Behavioural Economics Frameworks. Applying proven psychology to shape campaigns and offers (£350/month)
Content Oversight & Narrative Direction. Ensuring your brand message stays sharp and consistent (£250/month)
Proactive Opportunity Spotting. Identifying untapped revenue in your pipeline and audience (£200/month)
Money-back guarantee. Your safety net if expectations aren’t met (Priceless)
Optional add-on: 24/7 Marketing Software Support & Training available for an additional fee
Hi, I'm Chris Middleton
After working with B2B SMEs for over 25 years, I know the difficulties of building successful sales teams and working with outsourced agencies.
If you would like to talk through any sales and marketing questions you may have, feel free to get in touch for a chat.
I provide only actionable advice I will not put you through some awful persuasive pitch.
I want you to succeed.
If you use my framework you will have achieved what most SME businesses won't...
A clever strategy that brings in all the leads you need, without being costly, overwhelming or requiring an expensive and complicated outsourced agency process.
About Me: Strategic B2B Growth, Not Gimmicks
Most marketing starts too late.
Before tactics. Before funnels. Before content and channels… you need to understand how people actually make decisions.
If you skip this foundation or guess at it, every strategy built on top of it becomes fragile, inefficient, and far more expensive than it needs to be.
That’s where I come in.
I help B2B businesses design marketing and sales systems that are built from the ground up on how human decision-making actually works.
When you align your messaging, outreach and positioning with the way real people think, filter, and buy, you don’t need aggressive sales techniques or bloated marketing teams.
You just need a system that makes sense to the buyer.
Why Most Marketing Fails
Marketing that ignores decision-making psychology ends up relying on:
❌ Costly salespeople
❌ Over-engineered funnels
❌ Hard-to-measure campaigns
❌ Increasingly aggressive persuasion
It’s inefficient, frustrating and worst of all, it’s not how customers want to buy.
Who I Work With
My clients are B2B businesses looking for real growth.
Not short-term tactics that fizzle out.
They usually fall into one of two categories:
Strategic Thinkers
Business owners and leaders who already think long-term and want a marketing system that reflects their commitment to quality, reputation, and sustainable sales.
Tactic Survivors
Businesses that tried every "growth hack" and lead-gen trick, only to realise that tactics alone don’t create a steady flow of high-value clients. They’re ready for a smarter, structured approach.
Serious Strategy Without the £100K+ Overhead
Hiring a Sales and Marketing Director on the open market could cost you £100K+ per year and that’s before you add the team, tools, and execution.
With me, you get 25 years of experience, a tailored strategy, and full system implementation. For around a quarter of what a junior marketer would cost you for the year.
No recruiter fees. No training. No HMRC, HR, or hidden overheads. Just a one-off, tax-deductible investment that delivers results fast.
If you’ve ever felt like marketing agencies are selling tactics instead of strategy, you’re not alone.
My approach is different. I don’t chase vanity metrics - I focus on aligning your marketing with the way your buyers actually make decisions and creating a system that drives real, sustainable results.
How I Help: The Client Match Framework
The traditional marketing funnel assumes buyers move in a straight line from awareness to purchase. They don’t.
B2B buyers consume information non-linearly, making decisions based on repeated exposure, trust, and problem recognition.
I help you build quality-demand that works with human nature, not against it. My Client Match Framework ensures you’re reaching the right buyers at the right time, using:
✅Strategic Positioning – Clarifying who your best customers are and how to position your business as the obvious choice. Targeting the right minds, not just any leads. Positioning your offer as the best and most logical choice compared to competitors.
✅ Buyer Psychology & Messaging – Crafting marketing that speaks directly to how real people think, filter information, and make decisions. By understanding how your audiences mental shortcuts work, you can build a strategy that works with human nature, not against it.
✅ Scalable Outreach & Automation – Leveraging targeted LinkedIn, email, and ad campaigns to create a consistent flow of engaged prospects. Structuring micro-engagements that lead prospects naturally toward a ‘yes.’
✅ Multi-Asset Trust Building – Developing educational content, case studies, and authority-building assets that naturally move buyers toward you. Ensuring that messaging is easy to digest, eliminating over-complicated sales pitches.
✅Priming & Pre-Suasion – Structuring content to make prospects feel like working with you was their idea all along. We don’t force sales. We guide prospects naturally towards the right choice using proven behavioural science techniques.
Why Work With Me?
I don’t do high-volume, low-quality lead generation. I don’t push marketing fads. I don’t sell tactics without strategy.
I work with businesses that want to think differently about how they attract and convert buyers.
If you’re ready to build a smarter, more human system for attracting the right clients
One that doesn’t rely on manipulation or high-pressure sales...
I’d love to talk.
It cost nothing to talk to me and costs less than a quarter of a sales persons salary (as a one off cost) to work with me.