A company’s total addressable market (TAM) is the total revenue that could be generated if every potential customer signed a deal.
But your TAM isn’t a number that’s set in stone after the first time you calculate it. It can change easily based on factors including:
- Developing markets
- Technological advances
- Economic growth
- Increased brand awareness
Treating your TAM like it’s static will lead to stagnant revenue, slowing growth, and reduced effectiveness of sales and marketing activities.
Conversely, expanding your TAM will lead to:
- More opportunities
- New revenue streams
- Stronger GTM campaigns
- A more diverse customer base
6sense’s Revenue AI™ platform makes it simple to find opportunities to expand your TAM. Let’s look at four steps you can take to start finding more revenue today.
Step 1: Find Your Audience
6sense gives you immense power to segment your audience. With over 80 filters available, it’s practically effortless to discover new opportunities for your business. Some of the filters for accounts include:
- Technology stack
- Employee size
- Geography
- Funding events
- Industry
- Buying stage
- Engagement level
- Keywords researched
Using filters like these, you can identify accounts that you weren’t aware of previously. One of the big benefits of using 6sense to expand your TAM is that these filters can be used for dynamic segmentation, meaning your target audiences update to add new accounts as they meet your criteria.
On the persona front, you can filter by department (sales, marketing, operations, etc.) as well as include/exclude specific job titles.
Step 2: Align Internally with Assets and Data
When you expand your TAM, you’re empowered to talk to new audiences and personas, so your sellers and marketers need to be ready with the right materials.
As you examine your new audience, you’ll need to align on the types of content that are necessary based on the keywords being researched, and what products are gaining the most traction.
A plan of action to attack these new assets is:
- Create new landing pages for new industries and personas
- Create ebooks and blog posts that highlight your thought leadership in new areas
- Track new keywords in 6sense that relate to your new audiences
- Create new display advertising campaigns
Operationally, you’ll need to make sure you have as much data as possible about your new audiences. 6sense offers robust data orchestration and enhancement features that make it easy to acquire new contact data and enrich existing information with deeper intelligence.
Step 3: Lay the Groundwork Across Channels
To successfully engage new accounts in an expanded TAM, you must efficiently launch new campaigns while maintaining your existing activities.
6sense makes it easy to launch multi-channel campaigns targeted at your new segments, so they receive an engaging and personalized experience.
Some examples of the campaigns 6sense can launch for you include:
- Brand awareness digital ad retargeting
- Hyper-targeted Google and LinkedIn ad campaigns
- Personalized web pages
- AI-driven conversational email campaigns
Because you’ve already built segments using 6sense’s in-depth filtering tools, you can quickly load them into a new campaign and be up and running in minutes, not days. Without needing to invest a huge amount of time or money, you now have numerous campaigns targeting new accounts.
Step 4: Measure Your Results
6sense also offers comprehensive insights into campaign performance, account penetration, and buyer influence.
6sense gives you the ability to dive into account-level insights if you want to see:
- Website activity
- Keywords researched
- Sales engagement
- Ad influence
- Buying team coverage
On the macro level, you can measure the performance of the segments you create for your new audiences. This lets you see:
- Number of accounts reached
- Web engagement
- Event attendance
- Sales engagement
- Buying stage groupings
- Intent activity
With insights at both the account and segment level, you’ll have a clear understanding of how you’re faring with your newly expanded TAM.
Conclusion
Expanding your total addressable market isn’t as hard as you might think. Using 6sense makes it easy to uncover new audiences, create personalized campaigns for them, and measure your results — all without dumping a ton of money into the endeavor.
