• Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions

  • Apr 3 2025
  • Duración: 9 m
  • Podcast

Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions

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  • Resumen

  • 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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