Defining Your Ideal Customer Profile | BusinessOnline

Think about your marketing strategy. Are you guilty of trying to be everything to everyone? Do you have a fear of missing out on potential business – so you target every possible vertical, audience, and industry? Or is your strategy underperforming? You may have a misalignment of targets and content.

You may think that by casting a wide net, you’ll catch more fish. But the truth is that you’re missing out on the opportunity to make a real connection with your most valuable target audience. If you have performance concerns with your current targets, you might be having a similar challenge. To get the full benefits of ABM, you need to create an ideal customer profile (ICP), use it to prioritize your targets, and align to their needs.

Personalized content is an essential part of account-based marketing – yet 40% of B2B marketers find it challenging to develop the right content for their target audience. That’s because you can’t personalize and target content without an ideal customer profile.