Technology Exchange Sessions T1 Crystal Clear Building an Ideal Customer Profile to Find and Target the Best Accounts

Crystal Clear: Building an Ideal Customer Profile to Find and Target the Best Accounts

Tuesday December 10, 2019 | 2:30 PM - 3:15 PM

Speaker(s):  Alisa Groocock, Julian Archer

Track(s): Track 1: Data and Analytics

Most organizations think they know where they have sales success, but do they really? Targeting is often based on anecdotal sales feedback, with easily identifiable firmographic elements such as industry and company size. Best-in-class marketers find and effectively target best-fit accounts through a deep understanding of which attributes correlate to purchase behavior. When surfaced properly, hundreds — even thousands — of subtle data points can create a detailed map to an organization’s best prospects, and organizing these into an easy-to-understand profile gives the revenue engine a dramatic boost.

This presentation will provide the following benefits: 

  • Understand the definition of an ideal customer profile (ICP) and how it enables organizations to select the right accounts, deliver the right messaging and tactics, and sell more effectively
  • Discover the critical data elements that typically drive an ICP and see real-world examples of compelling ICPs
  • Learn various approaches to sourcing data and building an ICP and when to use each approach