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What is an ICP and why do I need one?

Common mistakes in creating an ICP

Conclusion

It might be tempting to simply target everyone, but that quickly leads to diluted sales messages, which in turn bring lackluster leads and high-maintenance customers. Fortunately, there's a solution. Create an Ideal Customer Profile (ICP) and establish who are your ideal customers, then tailor your sales and marketing communications to those targets. But what exactly is an ICP? What goes into a successful profile? What common mistakes do you need to avoid? In this post, we'll help you create your very own ICP and use it to find the perfect leads for you.

What is an ICP and why do I need one?

An ICP represents the kind of business or organization that brings you the most value, while also getting the best from your product or service. It’s a broad description of a perfect customer, covering a range of criteria including firmographic marketing data and common behaviors.

Common mistakes in creating an ICP

Even with the right criteria in place, creating an ICP is not totally straightforward. Here are some of the mistakes to avoid.

Mistake 1 - only considering the value you get

A good ICP looks at both sides of the equation: the people to whom you give value and the value you get from them. However, plenty of ICPs focuses too heavily on how much value is gained from the customer. Fair enough, you have a business to run, you’re not a charity, but if you underplay the value you can give, you're missing out on the most rewarding two-way relationship. Unless they’re getting significant value from you, they won’t remain customers for long — ideal prospects or otherwise.

Tips and tricks for an effective ICP

Tip 2 - look for customers who get the best value

These aren’t simply customers who have bought your service, but the ones that actually love it. They write five-star reviews and send you testimonials without any prompting. They’ve been in touch personally to let you know how much you have helped them. These are your super-fans, singing your praises from the rooftops.

Daniel Gorbenko

Product Marketing Manager

Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.

What is an ICP and why do I need one?

214

5 min

20 Jul 2022

You probably have customers that spring to mind as ideal, even if you can’t identify exactly why. It’s most likely a mixture of things – so go ahead and make a list. Once you have your list, look for the common traits. This is a process of discovery, so forget any preconceptions and just analyze what these customers mean to you and how they behave.

Tip 1 - follow your intuition

Conclusion

Creating an ICP may seem like one of those special projects only carried out by Fortune 500 companies, but the truth is every business with customers can tell some are better than others. You will benefit from defining your ICP, providing it’s done carefully. Identify existing customers who give and receive the greatest value, see what they have in common, construct a profile based on those criteria and review regularly. You can transform your sales and marketing, reaping the benefits of highly targeted campaigns.

What is an ICP and why do I need one?

An ICP represents the kind of business or organization that brings you the most value, while also getting the best from your product or service. It’s a broad description of a perfect customer, covering a range of criteria including firmographic marketing data and common behaviors.

Common mistakes in creating an ICP

Even with the right criteria in place, creating an ICP is not totally straightforward. Here are some of the mistakes to avoid.

Mistake 1 - only considering the value you get

A good ICP looks at both sides of the equation: the people to whom you give value and the value you get from them. However, plenty of ICPs focuses too heavily on how much value is gained from the customer. Fair enough, you have a business to run, you’re not a charity, but if you underplay the value you can give, you're missing out on the most rewarding two-way relationship. Unless they’re getting significant value from you, they won’t remain customers for long — ideal prospects or otherwise.

Tips and tricks for an effective ICP

Tip 1 - follow your intuition

You probably have customers that spring to mind as ideal, even if you can’t identify exactly why. It’s most likely a mixture of things – so go ahead and make a list. Once you have your list, look for the common traits. This is a process of discovery, so forget any preconceptions and just analyze what these customers mean to you and how they behave.

Tip 2 - look for customers who get the best value

These aren’t simply customers who have bought your service, but the ones that actually love it. They write five-star reviews and send you testimonials without any prompting. They’ve been in touch personally to let you know how much you have helped them. These are your super-fans, singing your praises from the rooftops.

Conclusion

Creating an ICP may seem like one of those special projects only carried out by Fortune 500 companies, but the truth is every business with customers can tell some are better than others. You will benefit from defining your ICP, providing it’s done carefully. Identify existing customers who give and receive the greatest value, see what they have in common, construct a profile based on those criteria and review regularly. You can transform your sales and marketing, reaping the benefits of highly targeted campaigns.

Daniel Gorbenko

Product Marketing Manager

Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.

Tip 2 - look for customers who get the best value

These aren’t simply customers who have bought your service, but the ones that actually love it. They write five-star reviews and send you testimonials without any prompting. They’ve been in touch personally to let you know how much you have helped them. These are your super-fans, singing your praises from the rooftops.

Conclusion

Creating an ICP may seem like one of those special projects only carried out by Fortune 500 companies, but the truth is every business with customers can tell some are better than others. You will benefit from defining your ICP, providing it’s done carefully. Identify existing customers who give and receive the greatest value, see what they have in common, construct a profile based on those criteria and review regularly. You can transform your sales and marketing, reaping the benefits of highly targeted campaigns.

Daniel Gorbenko

Product Marketing Manager

Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.