Question Page

How can I use data for creating an ICP (instead of just relying on SMarketing brainstorming sessions?

There has got to be a better way to develop an ICP for ABM. I get the value of teamwork and collaboration, but sales people are (understandably) biased, and more importantly "classically conditioned" over time.
1 Answer
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 6

Let the data tell the story of your ICP! Use your existing customer base as a starting point. Take your best customers and look at them in aggregate - what patterns emerge across industries, company size, tooling adoption, maturity indicators, etc.? From there, you have a great base to help inform outbound targeting efforts.

If you're starting from scratch, then lean on internal expertise across the org (Sales, Product, Exec) and market data to build your hypothetical ICP. From there, you can validate with external research, or test via ABM programs. 

In either case, it's all about finding a diverse set of data sources, letting that data guide you to a hypothesis, and continually testing and iterating.

929 Views
Product Launches
Thursday, May 23 • 12PM PT
Product Launches
Virtual Event
anuja seith
Han-Yu Tu
Pelak Desai
+33
attendees
Top Product Marketing Mentors
Sarah Din
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Alex Lobert
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing