About this episode

Daniel Murray interviews Hailey McDonald about the importance of aligning on an ideal customer profile in B2B marketing.

Does everyone on your revenue team actually agree on who your ideal customer is? Daniel sits down with Hailey McDonald, the new VP of Revenue Marketing at Sprout Social, on day one of her new role. They get into one of the most expensive mistakes in B2B Marketing: building campaigns before your ICP is truly locked in across every team. Hailey breaks down why most companies are doing ABM in name only, how to tell within five minutes that a team's ICP is broken, and why getting Marketing, sales, CS, and rev ops aligned on a single definition is the foundation everything else is built on. She also explains the difference between ICP and total addressable market, and how pipeline hitting while revenue misses is one of the clearest signals something is off with your targeting. Daniel makes the case that personalization at scale is really just personality at scale, and why the brands that stay consistent with their messaging even under pressure are the ones that win long term. Plus, Hailey's marketing hill she would die on: you can't have demand without brand. If you’re looking to actually understand and identify who your audience is, this episode is for you. Wrike brings structure…

People in this episode

Host: Daniel Murray

Guest: Hailey McDonald

Topics covered

• ideal customer profile
• B2B marketing
• account-based marketing
• team alignment
• personalization
• branding

Keywords

• ICP
• ABM
• revenue marketing
• targeting
• demand generation
• brand consistency
• pipeline

Sponsors

Wrike

Mentioned in this episode

Organizations: Sprout Social, LinkedIn, YouTube

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