An ideal customer profile (ICP) makes it easier to identify the companies that should be a fit for your business based on characteristics like:
- Number of employees
- Annual revenue
- Geographic locations
- Industry
But there’s a problem using those characteristics exclusively. Generic filters can result in wide and generic ICPs with thousands of sellers to target. And without extra information to help sort or prioritize activities, it’s easy to waste resources by:
- Sales engaging the wrong company or the wrong person at the right company
- Marketing launching overly broad campaigns to avoid alienating a general audience; thereby boring them instead — and driving little engagement
Let’s dive into how you can sharpen your ICP and reduce go-to-market waste by doing so.
How Intelligence Creates Sharper ICPs
The secret to a razor-sharp ICP is intelligence. These days, information about B2B buying teams is everywhere, commoditized, and cheap to come by. Intelligence brings relevance and usefulness by transforming all of that data into an easy-to-understand package. This clarity allows sellers to focus more on what they do best — actually selling.
The Information Age is over. 6sense Revenue AI™ for Sales moves your teams into the Age of Intelligence and hones your ICP by delivering deeper insights about buyers, uncovering real-time activity, and surfacing critical information for easier prioritization.
With Revenue AI for Sales, your teams gain information about your buyers such as:
- Technographics: The technology an account uses
- Psychographics: The unique values, skills, and topics related to a buyer or account
- Organizational Performance: Insights into how a company is performing, if it’s growing, landing more funding, gaining market share, and more
- Market Insights: Critical intelligence about changing regulations, new laws, or any other relevant updates to a buyer’s industry
- Engagement: The activities happening at an account such as topics they research and web pages they visit
This intelligence about your buyers makes it easier to filter your ICP much more effectively to reveal the accounts that align best with your products and services.
How Intelligence Reduces GTM Waste
A sharper ICP leads to less waste in all of your GTM activities.
Trying to engage buyers and accounts using a generic ICP will lead to over-inflated budgets, low engagement numbers, and less ROI for your campaigns.
Cold calls go unanswered, emails go unclicked … and pipeline numbers go red.
But injecting intelligence into your GTM motions has compounding benefits. By tightening your outreach, you reduce costs. By communicating more directly to the needs of buyers, you increase engagement and dramatically increase the odds of closing the deal.
More Affordable — Yet More Effective — Ad Campaigns
Many digital advertising campaigns embrace a “spray and pray” approach. This strategy tries to reach as many people as possible in the hopes that some of them will engage.
The problem, of course, is that advertising isn’t free. Creating these campaigns takes time and running them can quickly eat through a budget.
A razor-sharp ICP, however, enables your GTM teams to drill down even further with its campaign targeting.
By injecting comprehensive sales intelligence about buyers into your campaigns, you’ll develop robust, personalized campaigns. You can leverage insights about tech stacks, interests, and psychographics to enroll buyers in ad campaigns that are tightly tailored to them.
Even better, these campaigns can target personas within companies. You won’t waste money serving ads to roles that aren’t the right fit.
Prioritization of Sales Activities
Sellers only spend 32% of their time selling. Intelligence helps shift that number to a more positive, productive one.
Intelligence shines a light on the best path forward for sellers, eliminating time-sucking tasks like:
- Hunting for the next prospect to engage
- Performing their own research to cobble together an incomplete dossier
- Manually managing and updating multiple technologies
Revenue AI for Sales uses sales intelligence to highlight the accounts and buying teams your sellers should prioritize and engage. It delivers deep insights about prospects that can give sellers an edge in their engagement, too.
It also dramatically reduces the amount of time sellers need to hunt through multiple systems to piece together all of the information they need. Seamless integrations with salespeoples’ most-used technologies makes sales intelligence available where its needed.
Intelligence, not information, gives back your sellers’ time — and focuses them on the accounts that will make the biggest impact.
Conclusion
The Information Age is behind us. We’ve entered a new Age of Intelligence. Your GTM teams need deeper, more relevant insights about your buyers to make sure their activities are hitting the market and delivering real revenue results.
6sense Revenue AI™ for Sales delivers that.
