Nailing your ICP to drive efficiency across global markets

The most recent conversation in the Game Changer series, hosted by Sequel.io’s CEO, Oana, was an engaging dialogue featuring the marketing guru, Liam Bartholomew, Vice President of Marketing at Cognism. Interestingly enough, he transitioned from a psychology background to a marketing specialist, using his understanding of behaviors and emotions to fuel his marketing strategies.

The main dialogue of the conversation gravitated around the concept of the Ideal Customer Profile (ICP), fundamental base upon which an effective marketing strategy stands. Liam dove into the rich details of how Cognism had chalked their ICP, spotting a “broken process” in potential customers’ operations, and strategizing how their product could be the viable solution. Particularly, B2B SaaS companies were their primary focus, as such businesses often grapple with the complexity of expanding into new regions, specifically the European heartland.

Liam further noted on the significance of cultural nuances while framing strategies, sighting how widely accepted sales strategies like Cold Calling in the United States and the United Kingdom were less favored in countries like Germany and France. Finessing the ICP and refining content strategy for these specific nuances can significantly amp up marketing and revenue efforts, translating into better leads and improved customer retention levels.

Working towards maintaining relevance and accuracy with the ICP was another key topic in discussion. Liam stressed the urgency of regular reassessments, taking into account shifts in the business’ product and market approach. This collaborative process, held periodically every six months, spanning across multiple departments can lead to a highly efficient outcome.

Apart from refining their ICP, Cognism is also in pursuit of expanding their Account-Based Marketing (ABM) campaign. Intent on acquiring a slew of new customers and eventually expanding them, the success of this bold move will reflect in the business pipeline and an amplified Net Dollar Retention (NDR).

In conclusion, the session left everyone with an extensive look into the practical aspects and the subtle art of molding the Ideal Customer Profile enabling businesses to achieve far-reaching success.