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[This is the first piece in a series of par 3-type content that is designed to be quick, topical, advice or information to help better other revops leaders and communities.]
The Ideal Customer Profile in Revenue Marketing
With Emily Luehrs (Director, Revenue @ Tonkean)
Sprocket: How do you think about the ICP as a revenue marketer?
Emily: Operationalizing your ICP in marketing comes down to making sure you are marketing to the right accounts at the right time. Very few companies have the resources and budget to market to their total addressable market, and having a current, data-driven ICP allows marketing to focus on what will make the biggest impact on the business. Short term, the ICP gives you direction on who to target with your resources now. For example, your current customers may be great short-term wins but have a lower lifetime revenue value. Your ICP will tell you who is a fit for long-term growth over the length of your entire relationship with that customer.
Sprocket: After you identify your ICP, what happens next?
Emily: Once you know your ICP you can leverage it across the marketing organization. Content creation, integrated campaigns, messaging, all of these should be influenced by your ICP. This will ultimately allow you to sell to better fit companies, lowering your sales cycle and reducing churn because you aren’t trying to fit a square peg in a round hole.
Understanding and deploying strategies against your ICP is not a once-a-year project. As times goes on and you bring in more customers and more data, you develop a more robust ICP that continues to evolve with the growth of the business; and with that, you can begin testing outliers, leveraging additional data sources (sales knowledge, intent, etc) and aligning campaigns around these groups.
I ultimately look at the ICP from my lense in revenue Marketing, and it all comes back to who I market to and with what resources. This bleeds outside of traditional revenue-generating functions though IF you have alignment across the various marketing and sales functions.