Identifying target ICPs & personas

scenario

I joined Mintigo in 2017 as the one-and-only Product Specialist to replace an outsourced appointment-setting vendor. I helped 5 Account Executives promote solutions that predicted corporate buying behavior.

challenge

The lack of alignment between ideal customer profiles and personas for inbound and outbound leads was evident from the beginning. Account Executives only targeted leads at the largest technology companies, yet the profile of inbound leads included sellers and marketers at mid-market commercial businesses. Few inbound leads met the minimum data threshold required for effective scoring.

objective

My goal was to establish a tiered approach to market segmentation, identifying the highest-value targets with the greatest likelihood of conversion. I aimed to grade accounts and prospects based on propensity to purchase, resemblance to current customers, and strength of purchase intent.

solution

• I leveraged Mintigo's predictive analytics and Bombora's buyer intent scores to create a matrix that objectively identified outbound targets and qualified inbound leads.
• Accounts with high intent or predictive scores were Tier 1. Moderate scores were Tier 2. Low intent and predictive scores were Tier 3 and disqualified.
• We focused outbound prospecting on Tier 1 targets and qualified inbound leads classified as Tier 2.

impact

This tiered segmentation model improved efficiency in lead targeting and qualification. I launched integrated marketing campaigns that increased organic lead conversion by 32%, supporting Account Executives in closing 12 new enterprise customers and generating $1.2 million in revenue.