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Every B2B marketing team needs to be agile (and I mean agile in the primary definition of the word – coordinated, quick and nimble). Everything around you is constantly in motion: your competitors, your customers, your product, even your own sales team and MarTech stack.
In fact, your only constant is change – especially in a high-growth company. You set plans at the top of each year (or quarter) based on the best information you have. It’s a given that these plans will need to adapt and evolve as new insights and information come to light.
This agility even extends to your “ideal customer profile” (ICP). While the word “ideal” may imply a lasting state, when chasing growth, organizations must uncover and quickly act on promising new opportunities. This means the account criteria that looked like “Mr. Right” at the top of the year may simply be “Mr. Right Now” – that’s how fast agile marketing moves.
I hear many of you starting to protest, “… but it’s already so hard to find accounts to build inbound and ABM programs, and to find contact information for our sales team. It takes so long to pull it all together. There’s no way we can do it more than once a year.” If your CEO is expecting growth, that response just won’t cut it. You need to be actively exploring tools and technologies that help you spot new growth opportunities, and help you define and act on those changes to your ICP.
Here are 5 best ways to stay agile with your ICP:
1. Be Realistic and Data-Driven
An ICP is there to align marketing and sales around companies that struggle with the problems your company’s solution can solve, today. If your objective is to sell more this quarter, you need to be brutally honest about where you’re at right now. Bottom line: It’s not the time to be aspirational.
Taking a data-driven approach is a great way to remove biases and wishful thinking from your ICP. Your customers, especially your most recent wins, provide a good foundation. However, if you try to do this with just basic firmographics (industry, geo, revenue, employee count), it will fall short.
Why? Because you need to uncover the non-obvious attributes of each company – it could be their unique technology stack, their unique growth trajectory, or their unique products and services. These factors truly separate those who are a “high-fit” to your desired profile from those who aren’t. Without this insight, you’ll waste valuable time, budget and resources. Purpose-built AI solutions for B2B sales and marketing organizations, are able to ingest and quickly synthesize large quantities of disparate data elements about every potential company and quickly identify all net-new companies who are most similar to your desired profile.
Using data to inform your ICP keeps it realistic, and using AI platforms like EverString keeps you nimble because it can incorporate far more data elements, do it on a continuous basis and analyze it far faster than any person can.