“This strategy ain’t worth a dang unless you’re very clear on your ICP… and consequently, have targeted, on-point messaging.”
☝ This is the proverbial fine print on any piece of marketing advice we ever talk about or publish.
It means: you can have all other pieces of the ABM-puzzle right, but if you mess up on the ICP and messaging, the castle will crumble.
OK, but how do you get to the level of granularity necessary?
Everyone else segments like this:
Nothing wrong with these, they’re necessary steps in the process – but you can’t stop here.
Folks who have some experience know: this is where it starts getting exciting » they go deeper and study their best customers to uncover typical patterns in
– pain points,
– scenarios or maturity in the company’s growth stage or a relevant area
…and other factors that directly influence how they choose a solution from you or your competitor.
Then, what you do is combine all this information into stories… as in, business cases.
This☝ is a biggie, so it’s worth repeating:
Identify the business case/scenario that your best customers were in, when they chose your solution.
A few examples would help, I’m sure…:
– for a cybersecurity SaaS, we helped uncover the fact that they have an advantage with prospects who have an in-house solution, are looking to expand abroad… but haven’t switched to a 3rd party security solution yet.
– for a data analytics provider, we interviewed our way to the conclusion that prospects who have some data maturity and max 1-2 in-house people for the job are most ripe for their services and solutions.
– an agency client of ours in the enterprise growth sector found that their solution is best for companies who are stuck in the lead-generation practices, are switching to ABM, but don’t yet have a good grasp on their platforms and what it’s capable of.
These are all use cases that come from interviewing and analyzing your best clients.
BTW, best clients in our definition = companies whom you can do an awesome job for, with relatively little effort… and where you also have room to expand.
——- ps ——
You can find lucrative sub-niches based on prospects’ use-cases – and make your life soo much easier (and numbers prettier).