There’s a lot of talk about your ideal customer.
But what about customers who aren’t ideal?
These are customers who aren’t a good fit for different reasons.
Marketers need to identify customers they don’t want as much as the customers they do want.
It’s an integral part of Andrei Zinkevich’s approach to account-based marketing (ABM).
It allows B2B SaaS companies to focus on the customers who really matter.
And ignore the customers who have less value.
On the Marketing Spark podcast, Andrei and I talked about:
– How companies should start with ABM
– How to align and coordinate marketing and sales
– Why salespeople need to become trusted advisors and thought leaders.
– The importance of continually talking to customers.
More: A client, eLabs, offers a billing platform for subscription-based businesses. It’s doing a free Webinar on Dec. 2 at noon EST.