How to nail your ICP without a big budget or audience

Nitin Kartik sits down with Michelle Zak, Senior Director of Marketing at InCommon and a seasoned product marketer specializing in early-stage startups. Michelle shares her journey navigating the high-stakes world of startup growth, focusing on how she defined and validated an ideal customer profile (ICP) without a large audience or budget.From running discovery interviews to executing targeted cold email campaigns, Michelle breaks down her scrappy, effective approach to shaping go-to-market strategy. She explains how early product marketers can balance research and execution, build momentum, and lay the groundwork for scalable demand generation – even with limited resources.