B2B & ABM
Audience/ICP Segmentation
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B2B & ABM Services
Craft precise engagement strategies with our comprehensive segmentation and messaging frameworks, designed to deeply understand and effectively reach your ICP, driving engagement and conversions.
ICP Definition & Mapping
Via a comprehensive ICP definition and mapping framework, we incorporate the often-numerous market segments and decision-making factors. This includes assessing firmographics, technographics, market signals, and more. We also analyze the market size, focusing on both addressable and obtainable markets. Crucially, we ensure our ICP findings are actionable within platforms like 6sense and Demandbase. For example, we transformed a client’s ICP based on order volume into a revenue-based attribute that was actionable within platforms such as these. Practical applicability and adaptability in our methods is key to driving results.
Persona Definition & Mapping
We employ a robust framework that focuses on buying committee personas by role, considering both buyers and influencers. Our analysis includes traits such as primary responsibility, unique challenges, job titles, seniority, and key personal traits. We also delve into the sales pitch aspect, examining influence in the buying process, budget authority, frustrations, buying criteria, and success metrics. Our framework aligns with activation platforms, ensuring that our persona mapping is not just thorough but also actionable. This alignment is crucial for the efficiency and effectiveness of marketing efforts, ensuring that the personas we define are directly relevant to strategic objectives.
Audience Insights
Leveraging advanced B2B insights tools such as Bombora, Insights Finder, and Market Explorer often leads us to discover previously unknown interest categories and untapped channels where target audiences can be reached. This approach not only enhances understanding of the audience but also reveals new opportunities for engagement, ensuring that our clients can connect with their audience in more effective and innovative ways.
Messaging Design
Applying a well-developed “Barrier-Messaging” framework, we implement a tailored approach to messaging design for each audience segment. For segments like ‘ICP, no intent, no engagement,’ our focus is on awareness through engaging content without gated assets. As the audience progresses to upper funnel intent, we introduce curiosity-building elements, such as webinars, ensuring the content is accessible. As customers advance to mid and lower–funnel stages, the messaging evolves to highlight social proof and thought leadership, encouraging high-value conversion actions. Our channel strategy adapts accordingly, varying from programmatic display for broader reach to targeted platforms like LinkedIn for more engaged segments. This strategic alignment ensures our messaging resonates effectively with each segment, guiding customers seamlessly through their journeys.
Audience Design & Segmentation
When it comes to audience design and segmentation, the integration of strategists and tacticians is crucial. This is where our comprehensive understanding from ICP definition and mapping, persona definition and mapping, and audience insights comes into play, guiding precise audience targeting. The art of this process lies in knowing when to narrow or expand audience attributes for maximum impact. We leverage current trends like effective targeting layers on LinkedIn and performance metrics on DV 360. This synergy of strategy and tactics ensures audience segments are not only well-defined but also dynamically aligned with evolving digital landscapes and audience behaviors.
Customer Journey Mapping
Clients often struggle to detach from their intimate knowledge of their products or services, leading to a narrow view of the customer journey. We find that this proximity can result in a misunderstanding of prospect pain points and an inclination to offer solutions prematurely. In our mapping, we emphasize the non-linear nature of customer journeys, preventing the common pitfall of mismatching messaging to intent signals. By reframing the journey from the customer’s perspective, we ensure a more accurate and empathetic understanding of the customer experience.
