Identifying and reaching the perfect target has always been the holy grail for marketers. In this scenario, waste is theoretically eliminated because only potential buyers see messages. In B2B, this magical target is described as the ICP (ideal customer profile) but is complicated by two key factors: There isn’t a single buyer and at any given time, only 5-10% of your ICP are likely to be in the market to buy your product or service.
To confront these challenges, Kaycee Kalpin, CMO of Premier, a health care performance improvement company, trained her team on agile methodology, which uses data and analytics to make real-time decisions in response to new information. She also tapped into martech tools that track buyer intent. This combination of execution (two-week “sprints”) and target insights enabled Kalpin to refine Premier’s ICP on a continuous basis and reach customers with increasingly relevant and persuasive messaging.