In today's longer-than-usual episode, we talk about how account-based marketing can help test your go-to-market hypotheses. In episodes 14 and 15, we talked about sizing our niche and positioning ourselves within it. Once that's done it's time to check if our positioning, messaging, ICP, and personas are correct by putting it all to the test.

Step 1 is making a list of companies that fit your ICP. This could be buying a third-party one or building your own. Step 2 is finding a list of contacts that fit your persona within that list of companies. Step 3 is knocking on their door. That means meeting them where they live (e.g. their email or LinkedIn) and engaging them with helpful content that resonates with them. In doing so, you also get a better idea of the size of your niche, narrowing down your SAM and SOM (Serviceable Obtainable Market).

An important part of ABM is patience and persistence. Results can manifest in a few quarters or several months after your last message to a contact.