40+ ICP marketing plays

Because anything that could build ICP pipeline is fair game

Welcome back to the The Gist by Growth Unhinged where I give you a specific action item to grow faster.

Think: surprising lessons to improve website conversion, how Clay stopped fake accounts and why you should consider a usage paywall.

Today I’m sharing 40+ GTM plays to reach and influence your target customers. Because anything that could build ICP pipeline is fair game. Let’s dive in.

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The Gist

Marketing, sales, CS, product and even ops all play a role in building pipeline. The magic happens when we combine these plays in coordinated campaigns aimed at our best target customers.

Or, as Adam Schoenfeld at Keyplay calls it, doing ICP marketing.

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Why you should care

There might have been a time when marketing generated pipeline and sales closed it. And there might've been a time when marketing could be spray-and-pray — hoping it reached the right people (#MQLs).

But that's also not the world we live in now. What matters is that we ultimately reach the right people and efficiently turn them into customers.

The good news: next generation GTM tools (paired with next generation GTM hires) offer us new ways to do this at scale. Imagine the personalization of good old fashioned account-based marketing (ABM) but with far better account research, better intent signals, 1:many automation and AI-enabled content creation.

(But we won’t unlock this opportunity if we’re stuck with MQL targets and channel-specific attribution fights 😉)

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Tell me more

I pulled together 40+ ICP marketing plays for building pipeline with the right target accounts. These span across the account-based buying journey from identifying the right people at the right accounts to getting those people aware and interested in your product to converting them into pipeline.

Identified plays

You know exactly how many accounts are in your ICP, you’ve identified the buyers at those accounts and you can market to them. Don’t skip this step!