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

This is a podcast episode titled, Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions. The summary for this episode is: <p>In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> 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.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:32) Introduction to the ABM program breakdown format based on listener submissions</p><p>(00:47) Overview of Lacey's submission: ICP, product, and goals</p><p>(01:17) Critique that the current ICP isn't specific enough for effective ABM</p><p>(02:34) Need to narrow down company size focus based on where they provide the most value</p><p>(03:18) Recommendation to target companies with small finance teams in growth stages</p><p>(04:16) Advice to choose between targeting existing NetSuite customers or bundling solutions</p><p>(05:01) Importance of creating hyper-focused messaging based on specific customer profiles</p><p>(06:01) Mason shares his own company's highly specific ICP as an example</p><p>(07:32) Summary of recommendations: get more specific on ICP based on past purchase behaviors</p><p>(08:10) Closing remarks and invitation to subscribe to the Scrappy ABM newsletter</p>