Why We Should Focus on ICP Opportunities vs. Intent Leads

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Intent should not be your biggest factor when it comes to account selection for ABM. In fact, intent-qualified leads tend to result in lower deal sizes as everyone is reacting to the same signals and predefined needs to the point that it becomes a cost-based decision for buyers. 

By focusing on the ICP, you can identify those accounts that are a best fit, match your business problem profile and are most likely ready for your solution even though they may not be showing intent. With these accounts, you can create the need and greenfield opportunity that leads to larger deal sizes.

Adam Schoenfeld (CEO of Keyplay.io) joins Eric Gruber on the ABM Done Right Podcast to talk about:

1. Intent leads vs.  ICP opportunities -- what is better
2. How teams are ineffectively defining their ICP
3. How the ICP should be operationalized across the organization
4. How we should engage the ICP