Define the ideal customer profile (ICP) for targeted targeting
To effectively target high-value customers, B2B companies must first define their ideal customer profile (ICP). This process involves analyzing the current top-performing customers to identify common characteristics, such as:
- Firmographics: Industry, company size, location and turnover
- Technographics: Technology stack, tools and systems used
- Behavioral data: engagement with your brand, content consumption and purchase signals
“Defining your ICP is critical to the success of your ABM program,” says Jon Miller, CEO and co-founder of Engagio. “It allows you to focus your resources on the accounts that are most likely to buy from you and have the greatest potential for long-term value.”
- Creating a detailed ICP document
Once you have identified the common characteristics of your top-performing accounts, create a detailed ICP document to help you with account selection and prioritization. This document should include:
- Detailed descriptions of the characteristics of your ideal customer
- Key vulnerabilities and challenges your solution addresses
- Buyer personas for key decision makers within the account
- Examples of existing customers that fit your ICP
“Your ICP document should be a living resource that evolves as your business grows and changes,” advises Megan Heuer, vice president of research at SiriusDecisions. “Review and update your ICP regularly with new data and insights to ensure you’re always targeting the right accounts.”
Develop a multi-level approach to account prioritization
With a clearly defined ICP, B2B companies can develop a tiered approach to account prioritization, categorizing accounts into tiers based on their potential value and how well they match your ICP.
1. Classification of accounts by value and suitability
- Level 1: Accounts that perfectly match your ICP and have the highest revenue potential and long-term value
- Level 2: Accounts that are very close to your ICP but may have a slightly lower potential value
- Level 3: Accounts that partially match your ICP and have moderate potential value
“By ranking your accounts, you can allocate resources and personalization efforts according to the potential value of each account,” explains Heuer. “This ensures that you invest the most time and energy into the accounts that are most likely to bring significant revenue to your business.”
2. Review and adjust account levels regularly
As your ABM program progresses, regularly review your account tiers and adjust based on engagement and performance data. Some accounts may be moved up or down in priority based on their interactions with your brand and their progress in the buying process.
Align your sales and marketing teams for effective customer engagement
Effective ABM requires close alignment between sales and marketing teams. Both teams must have a common understanding of target accounts and ICP criteria to ensure a coordinated approach to account-based strategies.
1. Create a common understanding of the target accounts
Sales and marketing teams should work together to develop a common list of target accounts based on the defined ICP criteria. This ensures that both teams are working toward the same goals and targeting the same high-value accounts.
“Sales and marketing alignment is the foundation of successful ABM,” explains Miller. “When both teams work in sync, they can create personalized experiences that resonate with key decision makers and drive meaningful engagement.”
2. Implement a lead scoring system
To prioritize accounts for joint sales and marketing efforts, implement a lead scoring system that considers both suitability and engagement. This system should award points to accounts based on their match to your ICP and their interactions with your brand, such as content downloads, webinar attendance, and website visits.
“Lead scoring helps sales and marketing teams focus their efforts on the accounts most likely to convert,” says Vajre. “By prioritizing accounts based on suitability and engagement, teams can work together to create targeted campaigns and personalized outreach that drive results.”
3. Hold regular meetings to share insights
To maintain alignment and collaboration, sales and marketing teams should hold regular meetings to share insights, discuss account progress, and coordinate account-based strategies. These meetings provide an opportunity to review performance data, adjust tactics, and ensure both teams are working together effectively.
By focusing on high-value accounts, developing a multi-level prioritization approach, and aligning sales and marketing teams, B2B companies can create targeted, personalized experiences that drive engagement, conversions, and long-term revenue growth.
