I was recently speaking with a colleague at Forrester who observed that marketers in 2021 are “going back to basics.” As businesses are semi-emerging from the survival mode that 2020 forced upon us, I resonate with the concept of taking a pause and making sure the infrastructure of your target market, campaigns, and KPIs are in place before scaling new efforts.
PFL has spent the last several months doing just that. While 2020 reinforced our focus on the correct ideal client profile (ICP), we identified a gap in knowing who our target buyer is within those orgs, as well as how to engage her and her buying group with account-based strategies.
I cannot tell you how many customer interviews, Gong calls, LinkedIn profiles, and other data points we waded through to draft our deal story, but it was worth it. Ultimately, we emerged with a blueprint our sales team could use to bring the right champion to the table and influence her key stakeholders. Better yet, PFL president Nick Runyon and I recorded our process for B2BMX. Video below!
Questions on how to put a deal blueprint into action at your organization? Message me on Linkedin.
Thanks for reading,