In Session 10, Nate Turner, Kevin King, and Ryan Sargent unpack why "ICP-aligned content" has become a buzzword that few marketers can actually define or execute on.

They argue that most ICP research falls short by focusing on demographics and firmographics rather than the "jobs to be done" framework, and recommend listening to sales calls and talking to existing customers as more practical starting points.

The conversation also explores what "aligned" really means in practice — from speaking the right vocabulary to meeting audiences where they are in their journey. Ryan and the team close with actionable advice on diagnosing market maturity and building content that speaks directly to an ICP, rather than simply about one.