However, if you do not know who you are looking for in such a scenario, how will you know when you find them? Building an ideal customer profile for lead generation in the B2B industry is necessary when facing this dilemma!
Defining an Ideal Customer Profile (ICP)
The ICP, built based on various factors delved in the latter part of the article, lists those high-value best-fit companies with the quickest sales cycle and can be deemed beneficial for your brand. In short, it is the profile of a potential customer that can develop the perfect mutual relationship with your company.
Segments in customer’s profiles
He/she has shown interest in your product or service by visiting your website, generating conversation through online sources, or referred to you by a third party.
He/she has been a contact consumer of your product/service, irrespective of price, competitor brands, features.
He/she is new to your CRM family, having consumed your product/service once or twice. They have the potential to be a loyal customer if the pain points are met efficiently.
4. Discount/ Convenience seekers
He/she is otherwise dormant and shows interest in your product/service only when there are offers or running promotions.
He/she used to be your consumer but has been inactive for a long time. The causes for this can be – change in location, job title, contact details, or inclination towards another brand.
He/she is aware of the market and the services offered by other competitive brands. You can identify the group by their online presence behavior and conversations they take part in.
He/she is tough to transform into a paying customer despite numerous marketing tactics. This might be owing to factors like budget, location, and need.
He/she falls into the same group as the reluctant but can be identified or defined better by income. Often impulsive buyers spend more than their set budget, only never to repurchase it.
9. Brand buyers
He/she mostly buys from reputed brands and is highly unlikely to invest in medium and small-scale brands.
10. Bargain seekers
He/she seeks a profitable bargain and is likely to incline towards the brands which offer them the same.
Metrics to focus on while designing an ideal customer profile
– What are their goals?
– What are their values?
Fears, pains, and objections
– What obstacles they face in their current operations?
– What aspects of growth do they lack?
– What are the solutions they are looking for?
– What conversations are they taking part in?
– How can your product/service add more value to it?
– Why must they choose you?
Ideal Customer Profile examples for different industry sectors
Estimated growth PA
Technology for CRM used
Using it since
Services offered by XTZ technology
Annual marketing budget
Hobbies and behaviors
Technology purchased since joining XYZ company-
Chains (if applicable)
Primary cuisine type
Benefits of building an ICP for B2B lead generation
Other benefits of building an ICP that bring you close to successful B2B lead generation
- Identify high-value accounts and focus most of the marketing resources on high-quality leads.
- Determine the allocation of resources for the high-value and best fit accounts with quality, organic lead generation, and sales.
- It helps align the marketing and sales teams’ goals on the core value proposition, thus providing better customer service and meet the goals more efficiently.
- Use the intent of ICPs to consider building and improving the product or service to meet those customers’ needs.
- Intent-based ICPs also enables marketing teams to strategize data-driven localized marketing campaigns to reach out to the global audience with minimum effort.
- Serve as a guide for creating a Target Account List and identify the most valuable leads most likely to convert.
- Retain more customers and extend the average customer lifeline through loyalty programs and get more referrals.
Analyzing an ICP
Current cement usage brand
Pain points to address
Methods of building a responsive ICP
| Company size
| Company revenue
| Industry sector
| Employee size
Depending on the product, service, or brand marketed, one may want to include other insights to identify the right audience segment. As cited above, different companies leverage different methods to develop their ideal customer profile. But the most beneficial and typical one is where they look at the best customers of their current times and analyze what they have in common to develop customized solutions.
Have a look at the method we are talking about –
- Collect data
- Segment the database
- List the high-value accounts
- Frame your customized ICP
- Start your lead generation campaigns
1. Collect data
Many companies rely on employing a team of data miners, data scientists, and data analysts to gather data insights. They mostly rely on AI tools to collate the data. However, one major drawback of following this method is that the data might comprise many anomalies due to the lack of manual verification.
Companies are increasingly inclining towards professional database providers for the sake of data collection. We provide top-quality 360 database solutions-including customized mailing lists exclusively tailor-designed to your requirement. So, if you are looking to minimize your efforts to design an ICP or want a high quality manually verified dataset of your ICPs, DataCaptive is the place to be.
2. Segment the database
When the data collected is put into categories based on similarities, it gives salespersons’ better access, analysis, and data for profitable lead generation and multi-channel marketing campaigns.
DataCaptive categories its master database into four broad categories-
Age, Gender, Location, Job-title, Income, etc.
Location, Postal address, Phone number, etc.
Company size, Revenue size, etc.
Online search behavior, Consumption history
3. Identify high-value accounts
Once the data is segmented, the most valuable accounts should be listed separately to target them with ABM tactics. The best clients are represented by the ideal customer circle, succeeded by the potential customer circle.
4. Frame your customized ICP
Design your ideal ICPs by noting down intrinsic contact details like company name, URL, size, revenue, social media handles, location, and so on.
5. Start your lead generation campaigns
Start your data-driven lead generation campaigns to drive sales and attain maximized sales numbers. DataCaptive’s lead generation service puts your business on a global stand with intent-based-leads. It is a great way to drive your business growth with insights that focus on your customers’ intentions.
A basic template for an ideal customer profile would look like this.
How to improve your ICP
Many B2B marketers would agree that ICPs need to be updated in a specific interval to be highly effective in lead generation. The question that arises here is how to update existing ICPs for a maximum response? You should –
a. Enrich your CRM database
An accurate and authentic CRM database helps you analyze your database better and build more successful lead generation in return. DataCaptive’s data enrichment services allow you to access a complete structured quality dataset and enhances your outreach and customer experience.
b. Review customer feedback
When you review both positive and negative feedback, it helps better understand your audience’s mindset and requirements. This goes a long way in analyzing the audience and the market and transforming your service accordingly.
c. Analyze your organic traffic to your website and other online channels
Utilize tools to analyze both organic and inorganic traffic. Google Analytics is a universally favored tool used to track consumer behavior, which can reveal plenty of details about visitors to your website. By analyzing your audience’s behavior, you can learn more about what they’re most interested in spending time on.
d. Understand the pattern of successful sales
When you as a marketer are open to scrutinizing the sales pattern of successful campaigns from your competitor’s brand, you will understand how and why these campaigns have been successful.
Use an ICP to build long-term relationships with your customers.