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Categories: ABM, ICP,

You created an ideal customer profile for your B2B marketing campaign. Now, it’s time to implement it. 

But how?

Having an ICP on hand is key to making your account-based marketing work — but only if you proactively use it. 

Here’s a look into how you can make the most of your ICP and ensure your ABM strategy is a success. 

Create Your Lists and Segment Them (Thrice)

With your ideal customer profile, it’s easier to come up with a long list of accounts that match. However, you’ll run into another issue — an overwhelmingly long list. 

This is especially true if you’re a large entity with thousands of accounts. The answer is to segment your list two, or even three, times. 

You can use various data points to develop your target account list (TAL). For example, using technographic, engagement, firmographic, intent data, and other key details. 

Unless you have access to a customer data platform, you’re looking at tedious spreadsheeting. Ideally, you want to create an ICP for each of your market segments. 

Create Your Unique Selling Proposition

Group of colleagues sitting around a small table discussing information on documents.

Once you have your micro-profiles for each account segment, it’s time to develop a unique selling proposition (USP) for each. The purpose of creating these mini-profiles is to make it easier to personalize your marketing materials, such as:

  • Lead nurturing emails
  • Proposals
  • Sales pages
  • Ads
  • Chat sessions

With your unique selling proposition and ICP handy, your marketers can quickly evaluate and qualify leads and accounts and direct them to the correct channels. 

To fine-tune your USP, you can reach out to your customers and survey them. Ask them what they like and dislike about your product or service and what made them purchase (and stick around). 

If you have a customer data platform, you can use this to learn more about your customers as well.

Analyze Your Competitors

It’s great that you’re focusing on your customers and prospects. However, you can’t forget about those who are potentially stealing them away — your competition. 

So you’ll need to run a competitor analysis to learn things about their strategy. This will help you identify what they’re doing right — and more importantly, what they’re doing wrong. 

For instance, you can learn the best channels to target based on their marketing tactics. Maybe they’re using ads on LinkedIn or have free downloads to grow their email list. 

Study their website, social media habits, and any other online presence they may have. 

Create Your Account-Based Marketing Playbook

Diagram with X and Os.

Your ABM strategy will be fruitless without a solid plan. So you’ll have to create a playbook for your marketing team to execute. It should look a little something like this:

  • Account team map: Identify which individuals in an account each team member will be responsible for contacting. 
  • Research: Before reaching out, your team should do its due diligence about the target individual or audience. For example, view their LinkedIn profile and add accounts to a campaign in your marketing automation platform or CRM. 
  • Create the right message: Your team needs to craft messages for each “play” it makes. This includes having a USP and objective, so the messaging and copywriting are just right. 
  • List of channels: This will guide your team, so team members interact with accounts on the best channels. It will also allow them to track and measure success. 
  • A game plan for sales: Once it’s time to close a deal, you need to identify the steps in the process for the salespeople to execute. 

Together, your sales and marketing people can make the ABM strategy work. 

Measure the Success of Your ABM Strategy

The only way to know if your ABM campaign is working is to monitor and measure results consistently. You’ll need to have specific goals you’re going after, such as:

  • Increase ROI by 2%
  • Lower the churn rate by 4%
  • Upsell 3% of current accounts

With the right tools, you’ll be able to monitor all of your interactions with accounts. This is why we recommend implementing a customer data platform into your strategy. 

Taking Your ABM Marketing to the Next Level

Account-based marketing is essential for B2B companies because it helps them grow. If you forget about your accounts and constantly worry about bringing in new leads, then you’ll become stagnant. 

An ABM strategy that focuses on ideal customer profiles has a higher likelihood of boosting customer retention and satisfaction rates. But crafting a strong ABM strategy relies on using the proper tools.

Want to learn more about ABM marketing and the tools that make it work? Download our free ABM Guide for Modern Marketers today!

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Jim Hopkins
Jim Hopkins

Senior Director of Product Marketing

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