Creating an Ideal Customer Profile for Enterprises

This case study was created from an episode of the Product Marketing Adventure Podcast. It has been adapted into Dusted's case study format to preserve and showcase the guest's real-world experience. Written to preserve the voice of the true author, Chris Piwinski.

I focus on enterprise product marketing for Frame.io at Adobe—a cloud collaboration platform built for creative teams. Creatives use it to store work-in-progress video, photo, design, and other assets and control access for internal peers, agencies, executives, and freelancers. One of the first paths I went down was our win-loss data and what was happening in the market for enterprise. Our business unit wanted to re-accelerate run-rate business: shorter, more transactional sales cycles and logo/department acquisition with creative teams that have smaller budgets than a CMO, so we could land faster and later expand into transformational deals across the organization. We wanted accounts with limited or no Frame.io penetration, get in with the ideal creative users, and grow from there. Frame.io started in media and entertainment but was expanding into brands—retail, financial services, healthcare, manufacturing, and similar.

Without a clear ideal customer profile we risked marketing to everyone and connecting with no one—wasting time on campaigns and accounts that never convert. We needed to decide where to focus (and what to deprioritize), identify the companies and personas actually driving wins, map how the full buying team entered the journey, and then get marketing and sales aligned on a narrower, higher-opportunity set instead of spreading effort across the entire universe of accounts.