How to elevate your targeting game
Make it easy for your buyers to chose you
A couple of weeks ago we laid out the 2 strategies SaaS startups need to win in 2022, which are:
A greater emphasis on growth from existing customers—we covered this in last week’s issue.
A more sophisticated approach to targeting new customers—this is the focus of this week’s issue.
The era of quantity is over. No amount of martech wizardry can overcome the wastage from putting your message in front of people who are outside your target market. The era of quality has begun. Companies need to focus on their sweet spot and ignore the margins., which means taking a more refined approach.
Making the shift from quantity to quality can seem daunting if you have lofty goals for the top of your funnel. However, those lofty goals are based on having a low conversion rate from leads to opportunities. It’s axiomatic that improving your targeting, by focusing on quality, will improve your conversion rate.
The steps to improving your targeting are:
Build your Ideal Customer Profile
Develop your Unique Insights
Create Relevant Content
Develop a Focused Prospecting Motion
1. Build your Ideal Customer Profile
Your ideal customer profile (or ICP) is your definition of your sweet spot and comprises the following components: