Search a title or topic

Over 20 million podcasts, powered by 

Player FM logo
Artwork

Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Player FM - Podcast App
Go offline with the Player FM app!

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

8:42
 
Share
 

Manage episode 474911118 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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

  continue reading

172 episodes

Artwork
iconShare
 
Manage episode 474911118 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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

  continue reading

172 episodes

All episodes

×
 
Loading …

Welcome to Player FM!

Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.

 

Listen to this show while you explore
Play