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

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