Opportunity Type: Acquisition

Target: Net New Customers

Goal Setting: How many closed/won opportunities are needed to achieve our revenue targets?

Example: If 23 wins generate $8M, what are the equivalent opportunities required for different revenue goals?

Key Insight: Expectations need to be set. New logo acquisition isn't easy—it's cost and resource intense! Make sure you know what percent of revenue growth will come from this audience that you're looking to define!

Necessary Preparations: Ensure that personas are updated and buyer needs are clearly refined.

Who Is Our Target Audience?

1. Contacts/Individuals:

   • Users

   • Decision Makers

   • Champions

   • Influencers

   • Approvers

2. Accounts:

   • Good Fit Accounts

   • Insight Highlights

     • Any better Industry Fit?

     • Region/Geo

     • Company Size

3. Teams:

   • Functions/Departments: Focus on those with a specific need that will benefit from the solution.

     • What % of your contacts per account are from this group?

   • Buying Groups: Formed to research and purchase solutions to address the organization's needs.

     • What % of your contacts per account are from this group?

Key Insight: When your end goal is to score buying groups comprehensively, rather than just individuals, it has a significant impact on your persona and title strategy. Here’s how:

1. Persona Development:

   • Holistic Profiles: Your personas should reflect not just individual roles (like decision-makers or users) but also how these individuals interact within buying groups. This means understanding the collective influence of different roles within the group and how they contribute to the decision-making process.

   • Behavioral Insights: Personas should incorporate behavioral data that reflects both individual actions and account-level signals. This could include how often an individual engages with your content, but also how engaged their broader organization is with your brand.

2. Title Targeting:

   • Role Integration: Instead of targeting titles in isolation, focus on the combination of titles that make up a typical buying group in your target accounts. This ensures you're not just reaching one key player but the entire decision-making unit.

   • Strategic Targeting: Identify and prioritize titles that not only align with your solution but also have the most influence within buying groups. For example, if an account is showing strong intent, it may be strategic to focus on champions and ratifiers within that group, ensuring they’re nurtured alongside decision-makers.

3. Content Personalization:

   • Group Relevance: Tailor your messaging and content not just for individual personas, but for how those personas fit into the buying group's decision-making process. Content should address both individual pain points and group dynamics.

   • Collaborative Content: Consider creating content that speaks to the collaboration between roles within the buying group, helping to align them around the value of your solution.

Functional vs Organizational Needs

• B2B buyers are strategic, choosing solutions that directly tackle their key business challenges.

  
  

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Sample Functional Needs for Different Personas:

• The solution is cost-effective.

• The solution solves a business process problem.

• The solution is secure and efficient.

Martech Tools and Insights for Audience Identification:

1. Intent Data Detection: Identify which buying or using teams are currently experiencing the need or pain point your solution addresses. Then identify where in their purchasing process they are.

   
   

   • Intent Detected Buyer Stage/Journey Mapping

     1. Early Stage: Awareness

        • Goal: Acknowledge the need for change.

     2. Mid Stage: Consideration

        • Goal: Determine the approach to take for the change.

     3. Late Stage: Decision

        • Goal: Select the preferred vendor.

          
          

2. Website Visitors:

   • Analyze both known and unknown visitors at the account level and the individual level.