Your ICP isn’t “companies with 200–1000 employees in North America”
If your ICP is defined by company size and industry alone, it matches thousands of companies that will never buy. That’s not targeting. That’s guessing.
The buying committee problem: why your B2B ads only reach one person when five need to say yes
Your LinkedIn ads reach the VP. But the CFO, the security lead, and three other people also need to say yes. That’s the buying committee problem.
What “account-based marketing” actually means (because most companies are doing it wrong)
Most companies claiming to run ABM are just doing audience targeting with extra steps. Real ABM starts with named accounts, not filters.
The difference between targeting an audience and targeting an account (and why it changes everything)
Most B2B LinkedIn campaigns target job titles and hope for the best. Account targeting reaches specific companies that could actually become customers.