Defining an Ideal Customer Profile (ICP)
Segments in customer’s profiles
1. PotentialHe/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.
2. LoyalHe/she has been a contact consumer of your product/service, irrespective of price, competitor brands, features.
3. NewHe/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 seekersHe/she is otherwise dormant and shows interest in your product/service only when there are offers or running promotions.
5. FormerHe/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.
6. InformedHe/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.
7. ReluctantHe/she is tough to transform into a paying customer despite numerous marketing tactics. This might be owing to factors like budget, location, and need.
8. ImpulsiveHe/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 buyersHe/she mostly buys from reputed brands and is highly unlikely to invest in medium and small-scale brands.
10. Bargain seekersHe/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
Fears, pains, and objections
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
- 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
- Collect data
- Segment the database
- List the high-value accounts
- Frame your customized ICP
- Start your lead generation campaigns