An
ideal customer profile (ICP) defines the type of organisation most likely to benefit from and buy your product or service. It’s built using
firmographic,
technographic,
intent, and behavioural data to pinpoint which accounts offer the highest lifetime value potential.
In B2B demand generation, a strong ICP informs targeting, messaging, and
segmentation, ensuring campaign resources focus on prospects with genuine commercial fit.
Over time, ICPs evolve based on win/loss analysis and customer data, helping teams align marketing and sales strategies with the most profitable
audience segments.