As B2B marketers, our goal is to deliver effective campaigns targeted at the best opportunities that exist within our Total Addressable Market (TAM) – at the lowest possible cost. This involves identifying our Total Addressable Market (TAM), developing our Ideal Customer Profile (ICP), and then comparing our ICP throughout our TAM to determine which opportunities to focus on. Doing this successfully starts with creating complete, accurate, dynamic, and unified profiles of people, accounts and buying centers so we can properly prioritize and target opportunities with data-driven insurance that we're delivering the right message to the right people at the right time.