If the answer is yes , you’re not alone. In this post, we’ll show you step by step how to develop a strategy focused on your ICP (Ideal Customer Profile) as they go through each stage of their journey.
To do this, it is necessary to put into practice the concepts of ABM or account-based marketing. Check out this article that Hawk has prepared for you.
What is Account Based Marketing or ABM?
Content Map
It may sound like another buzzword but the translation is to focus your strategies on pre-defined accounts, choose who your potential customers are and then launch campaigns to attract and engage them.
In short, it would be starting with a prospecting whatsapp data list of ideal customer profiles and working on it in parallel with your Inbound Marketing strategy.
Difference between Account Based Marketing and Inbound Marketing
Let's say I'm going fishing and I'm fishing with a hook. I identify consumers (fish) who might be interested in my company. I throw the bait and wait. In the case of Inbound, the temptation is an offer that manages interest.
Once a lead is generated, it can move to the middle and bottom of the funnel. Many potential customers may not have qualified yet and are not moving through the sales funnel. For example, it could be a boot caught on a hook
Now, in ABM, the analogy would be spearfishing, catching the fish directly and being more precise when calling several interested parties to the hook.
At ABM, we investigate potential customer accounts before launching any marketing campaign to influence them only. This reduces the risk of your campaign being shown as non-compliant. The big advantage is that all potential customers have already been filtered and selected.
Identify and assign accounts
Before configuring the framework you need to define who your ICP (Ideal Customer Profile) is.
Perform an analysis within your base to find out who your best customers are, those with the best engagement, who are familiar with the features of your service or product, and who would recommend your company to friends and associates based on an NPS (Net Promoter Score).
NPS is a customer satisfaction measure that asks the question, “On a scale of 0 to 10, how likely are you to recommend our company to your friends? How many?” Based on your business experience, think about what type of company or individual would be your ideal customer. Who would be the best customers for you to sell to?
The ideal customer exercise applies to both B2B businesses (companies that sell to other businesses) and B2C businesses (companies that sell to end customers). When we talk about building an ICP for B2B, we think about companies and business information.
Let's choose the accounts you want to attract and prospect. Your nurturing list should be based on the ICP to ensure the right campaigns are made and more qualified leads are attracted.