Measuring Profile Fit, which aligns your ideal customer profile with real-world prospects, can be an invaluable tool in honing your ABM strategy. It enables you to prioritize your best prospects to boost ROI and avoid missed opportunities.
Profile Fit is one of the metrics tracked by 6sense Revenue for AI™. Let’s dive deeper into what it is, how to find it, and how focusing on profile fit can improve your ABM success.
What is Profile Fit?
Profile Fit measures how closely a target customer resembles your Ideal Customer Profile (ICP) — including characteristics like firmographics and technographics, as well as buying group personas.
Profile Fit can increase ROI by targeting qualified leads who are most likely to convert. It can also identify new opportunities or gaps in the market that you may be able to fill with your product or service offerings.
Knowing how to find your ICP and leverage Profile Fit is essential if you want to get the most out of your ABM strategies. Companies should regularly review their current ICPs and assess whether they need adjustment or refinement based on changing customer needs, trends in the marketplace, and real-world sales results.
How to Find Profile Fit
Start by understanding the needs, interests, and preferences of your customers. Use your historical performance to understand which industries and types of companies you generally see success with. In addition to examining firmographics and buying team personas that were involved in deals, study their behaviors and actions during their buying journeys.
This knowledge can create an ICP, which outlines characteristics that accurately define the accounts and buyers most likely to purchase from you.
Next, leverage intent signals to uncover real-time buying activities that reveal buyers in your in-market ideal customer profile (IICP).
Intent signals include:
- Keyword research
- Visiting your website
- Researching the competition
- Reading industry websites
- Comparing vendors on third-party websites
These signals are typically anonymous, but intent data providers like 6sense can help you uncover them, track them, and match them to the accounts where they’re happening.
How Focusing on Profile Fit Improves ABM
Profile Fit allows companies to identify the accounts to target, and optimize their sales and marketing activities accordingly — resulting in smarter ABM.
Profile Fit plus ABM equals:
- Stronger leads
- Better opportunities for cross-sell and upsell
- Personalized experiences for buyers
Intent signals such as keyword research and content consumption are essential tools when it comes to understanding which accounts you should target with your ABM campaigns.
These behavioral patterns help identify companies that a manual ICP definition could miss. Additionally, similar behavioral patterns between past deals and current in-market accounts can reveal new target accounts — leading to new opportunities in new markets.
Engagement patterns can also reveal which buying stage an account is currently in, which allows you to tailor your outreach based on the current research needs of buyers.
This approach results in higher engagement rates, which ultimately translates into even higher ROI. Leveraging AI in sales to scale your personalization can boost ROI for your ABM strategy even more.
Customer Story: The Impact of Profile Fit
Qualtrics leverages 6sense to optimize their Profile Fit. The company has experienced:
- 4.4x conversion increase from campaigns to opportunities
- 2.6x increase in opportunity value
- 66% reduction in opportunity cost
By focusing their efforts on the accounts with the best Profile Fit, Qualtrics found a shortcut to the right opportunities.
“It’s like an early warning indicator of where I should be focusing my time,” said one account executive.
Learn More
Profile Fit is just one of the predictive analytics capabilities of the 6sense platform. Check out this guide to find more ways to use predictive analytics to power revenue breakthroughs.
