[and prioritise your marketing spend]
Not all the accounts in your total addressable audience are equal. Some will have a high propensity to buy or higher revenue potential. To maximise ROI, you will need to align your approach and budget accordingly. To do that effectively you should prioritise - or tier - your Total Addressable Audience list. Tier Accounts Split your lists into two list: (1) a small list of big, strategic accounts and (2) a larger list of named accounts (strong prospects which may net less revenue per account). Prioritise Spend and Effort For the strategic accounts, invest in higher-touch, higher-value, highly personalised programs and experiences. For the larger list of named accounts, think about how you invest in customising your messaging and content offers.
Minimum Viable Audience All it may feel counterintuitive, rather than adding the maximum number of accounts per tier, we recommend batching your accounts into Minimum Viable Audience (MVA) batches - the minimum number of accounts that will deliver ROI. Test your approach on the MVA before scaling it. It will allow you to be hyper-focused and test and amend your strategy, whilst still delivering impact and revenue.
HOW WE HELP Using customer profiling and segmentation, ALIAS will prioritise your accounts and tailor engagement (and budget) based on propensity to buy to maximise return on marketing investment.