Evaluate Your Account-Based Landscape What Does Total Addressable Market Mean? Your TAM is made up of all the accounts you could possibly ever sell to. This is the entire revenue potentially of your current set of products and services. In a B2B account-based strategy we translate this to the number of companies, or rather, accounts, we could sell to. What Does Ideal Customer Profile Mean? An Ideal Customer Profile is often confused with a buyer persona - but they’re referring to two separate things. Unlike traditional inbound marketing, ABM doesn’t necessarily require the in-depth, character-driven personas (think “Megan the Marketer”). Instead, an Ideal Customer Profile is a description of the company that’s the best fit for your product or service (and when you’re talking about the people on the buying committee at that company, it’s a buyer persona). Your ICP should focus on relevant characteristics of your target accounts, such as: • Industry/vertical • Geography • Employee headcount — companywide • Technology they use and within key departments • Size of their customer base • Annual revenue • Level of organizational or • Budget technological maturity The Complete Guide to Effective ABM Targeting 77 7