‘The B2B Outreach Strategy That Helped Us Win Our First 10 Customers’ – HubSpot
Janet Comenos says, “Early-stage companies often cast too wide a net when defining their target customer base. They believe the more prospects, the better — but pursuing the wrong types of prospects wastes precious time, cash, and sales resources. There’s a high opportunity cost to chasing someone who won’t buy (or buys and quickly churns).
All the while, your competitors are entering the market and getting to large and enterprise clients more quickly than you.
I’ve now helped three early-stage tech companies go from zero revenue to cash-flow positive. Honing in on the most valuable accounts and customer stakeholders has helped me accelerate B2B sales at each of these. In fact, the company I currently lead, Spotted Media, used this three-step plan to acquire our first set of customers before we even had a fully functioning web site.
Step 1: Create an Ideal Customer Profile
An Ideal Customer Profile (ICP) should consist of five strict bullet points that you will not waver on. This means you can’t work any prospect who does not check all five boxes of your ICP”.
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