Customization is becoming common, even expected, in every aspect of life. From made-to-order salads and personal shoppers to custom playlists, we are surrounded by personalized products and services.

All of which rely on the belief that these companies know their customers, and that the experiences they provide deliver on these customers’ wants and needs.

The same holds true when it comes to developing an Account-based marketing Campaign. Since ABM is also becoming pervasive and personalization is key to the practice, more and more marketers want to learn how to do it right.

It seems simple: Select a set of target accounts and create campaigns and Personalized Messaging Designed specifically to cater to each.

But a common misstep companies make is to assume they know their audience and jump right into campaign execution. Before you start thinking about tactics and messaging, take a step back and make sure you’re actually keying in on the best-fit customers. This is your Ideal Customer Profile (ICP).

How do you identify your ICP?

1. Align your sales and marketing teams. Together, they come up with a common definition that reveals your target customer.
2. Audit your current accounts and see where you’re having success.
3. Identify any commonalities between these successful accounts, focusing on such characteristics as:
   • Company size
   • Industry
   • Business model
   • Organizational structure
   • Size of their customer base
   • Budget
   • Business need
4. Determine what value you provide these customers— the problems you solve.

Once you compile this view, you’ll be able to create an objective framework for your ideal customer. It’s important to note that your ICP focuses on the company, not the individual buyers or users. That’s a separate process.

When it comes time to create your target account list, seek out companies that fit within this framework and you’ll be on your way to a more strategic and impactful ABM campaign.