Mark Osborne breaks down three essentials for B2B marketing: nail your Ideal Customer Profile and update it when your product changes, build a repeatable people and process framework before buying expensive tools, and stop targeting the wrong accounts. Get the foundation right first.
It's going to be basic fundamentals. Let's get our— let's get our ideal customer profile documented. And you still might not even know that early on. It might be something that's evolving. Your product has changed over time. It was— our ICP initially looked like this. We've changed, made some change to the product. It now looks like this. That's totally fine. That's part of the evolution of the business. But making sure you really truly understand what that looks like, build what that process is going to be, what is repeatable So then you can figure out, okay, how do we start to make this more efficient? Let's go find some tools that can support this versus let me go find a big ABX platform because they can do all these things. Well, if you're targeting the right— the wrong people on the wrong accounts, you're spending all that money on ad spend on people that will never buy from you. So just making sure that you know what it is we're doing, why are we doing it. Now let me go and find it. It's people, process, then tools, right?
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