Free ebook: Do You Know Your Total Addressable Market? 3 Steps to Modernize Your Go-to-Market Approach

EBOOK: DO YOU KNOW YOUR TOTAL ADDRESSABLE MARKET? 3 Steps to Modernize Your Go-to-Market Approach In the quest for growth, many companies are simply selling into accounts already in their CRM and marketing automation systems, unaware of the vast number of relevant targets not in their data. Understanding your total addressable market (TAM) shows you the total universe of potential customers, focusing your sales and marketing efforts where it matters most. Our new ebook outlines: How TAM helps focus your go-to-market approach Steps necessary for discovering your TAM Tips and tactics for maximizing your growth opportunities Use this ebook to help you define your ideal customer profile (ICP), target your TAM and connect the dots on strategic concepts such as ICP, TAM, and ABM. Find out how TAM can can give your teams the focus to exceed. Complete the form to download 3 Steps to Modernize Your Go-To-Market Approach today.

Table Of Contents

Table of Contents What is Your Growth Strategy?.............................................................................................................................3 Focus on the Right Customers...............................................................................................................................4 – ICP > TAM > ABM: Taming the Alphabet Step 1: Define Your Market ........................................................................................................................................5 – Create Your Ideal Customer Profile (ICP) – Clean and Enrich Your Current Data – Determine How Many Targets Are in Your Database Step 2: Identify Your Total Addressable Market to Maximize Your Opportunities .......9 – Use TAM to Supercharge Your Entire Business – Tips for TAM Success Step 3: Use Account-Based Marketing (ABM) to Engage and Win ..........................................12 Your Data Will Make or Break Your Go-to-Market Success.............................................................13

First 3 Pages

DO YOU KNOW YOUR TOTAL ADDRESSABLE MARKET? 3 Steps to Modernize Your Go-to-Market Approach Table of Contents What is Your Growth Strategy?.............................................................................................................................3 Focus on the Right Customers...............................................................................................................................4 – ICP > TAM > ABM: Taming the Alphabet Step 1: Define Your Market ........................................................................................................................................5 – Create Your Ideal Customer Profile (ICP) – Clean and Enrich Your Current Data – Determine How Many Targets Are in Your Database Step 2: Identify Your Total Addressable Market to Maximize Your Opportunities .......9 – Use TAM to Supercharge Your Entire Business – Tips for TAM Success Step 3: Use Account-Based Marketing (ABM) to Engage and Win ..........................................12 Your Data Will Make or Break Your Go-to-Market Success.............................................................13 What is Your Growth Strategy? In the quest for growth, many companies are simply selling to accounts already in their CRM and marketing automation systems, unaware of the vast number of relevant targets not in their data. Sure, you advertise and sponsor events to attract unknown leads, but it’s common for 80% to 90% or more of those leads to be totally worthless. That’s why it is so important for every company to know its total addressable market, or TAM. TAM is your universe of potential customers, and it defines the size of your target market, while helping you avoid wasting time on irrelevant leads. If you don’t know your entire market, you’re hampering your own efforts for growth. Targeting your TAM gives your sales and marketing teams access not just to more of your best leads, it gives them access to all of your best leads. The first step to finding your TAM is understanding your ideal customer or who is interested in your products. Let’s use a simple example: You open a lemonade stand and pitch your drink to kids walking by. Very quickly, you sell lemonade to every kid in the neighborhood, then interest (and revenue!) dries up. You can try to increase wallet share by selling more to each customer, but people can only drink so much lemonade. Your challenge is finding new customers, but who should you target? Well, both kids and adults like lemonade. So do people outside your neighborhood. People doing yardwork on hot days really like lemonade and might even pay more if you pitched them with a tailored message at the right time. So, while your initial target market was “kids in your neighborhood,” it only took a little work to expand that market by thinking about your ideal customer and to focus your efforts by targeting customers at the right time. PRO TIP: Without an ideal customer profile (ICP), you’re casting a net and hoping targets swim into it. But with an ICP, you’re better armed to look for and find everyone in your total addressable market. Total Addressable Market (TAM) Current Target Market Current Customers WHAT ARE YOU DOING TO FILL THISWHITE SPACE?