Blog Author
Adrian Serafin
Fractional CMO, creator of Radar ICP
A marketer with more than 17 years of experience in B2B and B2C. As a Fractional CMO he builds marketing for IT companies. He created Radar ICP, fractio.pl and Domknij Sprawy.
About the author
Adrian has worked in B2B and B2C marketing for more than 17 years, at the agencies Publicis, Dentsu and Havas, on brands such as Coca-Cola, LEGO, Samsung, Orange and L’Oréal.
Today, as a Fractional CMO, he helps software houses, IT staffing companies and consultancies build marketing that sets them apart. He brings the perspective of big brands to a sector where hundreds of companies describe themselves in the same words.
Why Radar ICP exists
Working with IT companies, Adrian kept meeting the same problem: the team knows its ideal customer, but not which company to write to today, or with what reason. The company list goes stale in a spreadsheet, and the ABM campaign stalls after a few weeks because nobody looks after the next steps.
Radar ICP picks companies that fit the ideal customer profile and have a current buying signal, finds the people on the buying committee, prepares messages from facts about the company and the person, and then turns the next steps into daily tasks for the team. A person sends every message by hand, from their own profile.
Who Radar ICP is for
For software houses, IT and MarTech companies and other B2B firms that sell services with a long buying decision and want to run an ABM campaign on LinkedIn with their own team: the founder, a salesperson and an expert, each with their own tasks.
On the Radar ICP blog Adrian writes about ABM campaigns in practice: how to pick companies with a reason to buy, reach the buying committee and keep in touch until the first conversation.
