While a tightly defined Ideal Customer Profile (ICP) is a core requirement for account-based success when moving into the enterprise, many companies struggle to select the right target accounts to pursue and prioritize. As a result, they waste time and effort targeting the wrong—and often, too many—prospects.
With a target and prioritized list of accounts corresponding to a tightly defined ICP, companies can effectively and efficiently execute an account-based strategy. Marketing and sales will be aligned to the right target accounts when it comes to digital advertising, intent data, technographic and firmographic data, and outcome strategies. Simply put, the tighter the account-based focus, the more efficiently companies can execute inbound and outbound.
Sydney Sloan, CMO at G2 and former CMO of Salesloft, walks through her four step approach from defining the ICP to engaging accounts. In her case study, she saw an increase in account win rates by 42% from SQL to closed won and an increase in ASP in target accounts by 35% vs. non-target accounts. Download the full report for what she did, how she did it, and why it worked.
