In this episode of Scrappy ABM, host Mason Cosby analyzes a listener submission from Lacey about her account-based marketing (ABM) program. Mason provides detailed feedback on how to refine the Ideal Customer Profile (ICP) and improve conversion rates for a billing management software company targeting NetSuite users.
Best Moments:
(00:32) Introduction to the ABM program breakdown format based on listener submissions
(00:47) Overview of Lacey's submission: ICP, product, and goals
(01:17) Critique that the current ICP isn't specific enough for effective ABM
(02:34) Need to narrow down company size focus based on where they provide the most value
(03:18) Recommendation to target companies with small finance teams in growth stages
(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions
(05:01) Importance of creating hyper-focused messaging based on specific customer profiles
(06:01) Mason shares his own company's highly specific ICP as an example
(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors
(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter
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