Focusing on a broader set of customers inevitably leads to growth of customers that fit your ICP.
Segmentation theory argues that segment your best fit prospects / customers and customize your messaging to those people.
While there is truth to this, especially in enterprise B2B environments where ABM is a lever, broader awareness marketing still has massive benefits:
Even in environments where TAM is super small, there needs to be an element of marketing that goes broad to increase market presence.
If you limit your marketing to ABM efforts simply because your TAM is small, marketing's impact on revenue will also be limited.
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