In today’s competitive landscape, companies often focus on broadening their reach and growing revenue by pursuing more leads and targeting a wider audience. But growth doesn’t always come from casting a wider net—it often comes from understanding your best customers and, equally important, their best customers. This concept, sometimes referred to as the "ICP of your ICP," can unlock untapped opportunities and refine your marketing and sales efforts to be more precise, effective, and profitable.
In today’s competitive landscape, companies often allocate a significant portion of their budget to marketing and sales. According to industry research, businesses typically spend about 37% of their revenue on digital, marketing, and sales operations. Yet, despite this hefty investment, many businesses aren’t seeing the returns they expect.
As a business leader, no doubt you’ve heard about the big push for content marketing. But how does content marketing fit into your B2B company’s revenue operations strategy? Where should your content focus be and how on earth do you create an effective content strategy for your business?
Are you marketing to your own customers? Many B2B business leaders put this task on the back burner when it really should be a top marketing priority. Why? Your customers already know you, your products and/or services, and hopefully have had success with what you offer. Ultimately, customer marketing develops a positive customer experience (CX), resulting in customer advocacy, a core component of profitable growth. Your current customers are a wealth of hidden revenue potential!
