Why Your ICP Matters More Than Your Marketing Tactics | Yehuda Cagen

Most B2B marketing doesn’t fail because of tactics — it fails because of targeting.In this episode, Yehuda Cagen breaks down why a strong Ideal Customer Profile (ICP) is the foundation of effective marketing. We explore how to identify the right accounts, find internal champions, navigate complex buying committees, and build messaging that actually resonates with skeptical cybersecurity and tech buyers.If you’re looking to sharpen your targeting, improve conversion, and stop wasting time on the wrong prospects, this conversation is for you.