In this episode of Scrappy ABM, host Mason Cosby responds to a newsletter audience question from Liana about developing an ABM (Account-Based Marketing) strategy for targeting large retail brands in the US with 100+ locations for retail store signage and graphics services.
Best Moments:
- (00:32) Introduction to the newsletter audience program breakdown format
- (00:50) Overview of Liana’s ICP, service, and goals
- (01:02) Need for greater specificity in defining the target ICP
- (01:35) Recommendation to narrow down “retail brands” to specific retail sectors
- (02:20) Importance of identifying where the target audience “lives”
- (03:03) Suggestion for showcasing before/after store walkthrough content
- (03:51) Strategy for narrowing target list to a manageable number (around 50 companies)
- (04:14) Leveraging existing customer relationships for referrals
- (05:24) Value of geographical segmentation for in-person demonstrations
- (06:30) Final recommendations on list size and targeting approach
- (06:53) Invitation to subscribe to the Scrappy ABM newsletter
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