The ABM strategy and the Ideal Customer Profile (ICP)



IF YOU DO ONLY ONE ABM STRATEGY

To implement the ABM strategy from the beginning, you first have to do all the activities of mission 1 and mission 2 (except the fundamentals sheet, since in this module you will find the specific fundamentals template for ABM)

Once you finish this ABM module, you will continue with module 3 and following of the factory.

IF YOU PERFORM A MIXED LEAD GEN AND ABM STRATEGY

You will have to complete missions 1 and 2 (except for the fundamentals sheet for the ABM strategy, whose specific template you will find in this mission).

The activities of missions 1, 2 and following, you will have to carry out according to the focus of each of the strategies.

The profile of the ideal client

  1. Ideal: It is based on your best CURRENT clients (If you do not have at least 3 clients of this profile, it is really complicated that you can introduce your product in this client segment) Client 
  2. profiling: It is based on validation interviews (Review Mission 2)
  3. Profile

-Who they are -How they

buy

you

-What value they get from your product

Steps to develop your ICP (Ideal Customer Profile)

  1. Select a market niche (Activity 2.3 and 2.8)
  2. Select, from your current clients, those that best fit into that Niche (minimum 3)
  3. Create the ideal profile (ICP) for each of your clients and enrich it with validation interviews (Activity 2.6)
  4. Define the members of the committee of purchase and seek information about them from interviews and on Linkedin/Twitter/Google mainly
  5. Analyze their purchase process. Who enters each stage?
  6. Create the ICP based on your current customers with the attached template

ABM Fundamentals Sheet : Template: Preparation of own ICP

The purchasing

  1. committee Economic decision maker: Normally someone from purchasing or finance.
  2. Champion/sponsor (sponsor): The person who will receive the maximum benefit from your product/service. It must be the main objective.
  3. Influencers: People within the department that you will solve some problems for. Secondary objectives.
  4. Stoppers/Blockers : Usually IT or legal people who will look askance at any implementation.
  5. End users: People who will ultimately use your application.

Segmentation and disqualification by levels

Divide the segment into 3 levels based on their potential income to:

  1. Develop specific Lead Generation and nurturing programs
  2. Adjust your offer for larger and smaller clients: Adapt all communication and all strategy depending on the size of the company
  3. Improve account selection and disqualification to create a dream list

ABM fundamentals sheet: Template 3-level segmentation

Positioning and messages

Marketing

  1. You will define how you are going to present yourself

Unique Value Proposition (UVP) (Review activity 1.5)

  1. Who you are
  2. Why you are different
  3. Who you can help
  4. How you can help them
  5. What value you create for them

Analyze what what your customers tell you and the validation interviews to create your messages. Your customers are the ones who should define your message.

Review of key questions:

  1. What result do they expect
  2. What challenges do they face
  3. What are the objections
  4. What reason made them buy
  5. Why did they choose your company
  6. What do they like most about working with you
  7. How would I describe your service to someone who does not know us

Steps to create your Proposal of Value

  1. Make an analysis of the different answers of your interviews
  2. Develop several hypotheses of your Value Proposition
  3. If you have difficulties in developing your message, you can use the following templates with examples.
  4. It is good that you have several messages that you can use for different communications, campaigns, mails, posts, etc... not everyone will receive it in the same way, so it is good to have variety on the same concept.
  5. When you have them, we review it.

ABM Fundamentals Sheet: Example of Formulas to create your value proposition

Validate and update your profile

1. Evaluate with your clients the different UVPs that you have created. Discuss it with those you trust the most.

2. Plasma what you learned and validated in your LinkedIn profile

  1. Adapt your entire profile to the Specific Niche
  2. Your message should change depending on the position you are going to attack. Ideally, you should do it at the same level (CEOs to CEOs, CMOs to CMOs and the like).
  3. In the subheadline do not say that you are a seller, or responsible for sales, or similar.
  4. Adapt your message as much as you can

Profile example: https://www.linkedin.com/in/javierconsuegra/