Start with the customers behind the numbers
We review the customer, service, property, and market characteristics that matter to your business. Existing sales outcomes and customer records can help distinguish a productive relationship from a lead that looks promising but is unlikely to fit.
An ICP is a working business definition, not simply an age range, ZIP code, or list of interests. The relevant criteria depend on what you offer, where you operate, and which customers you can serve well.
Translate patterns into targeting criteria
- Clarify the customer needs and service requirements your business can meet.
- Identify useful differences among customer segments and buying situations.
- Agree on practical fit criteria and exclusions before choosing channels.
- Record assumptions and data gaps so the profile can improve over time.
Use the profile across marketing and sales
The same profile should inform your mailer audience, campaign message, landing page, and lead qualification process. Consistency helps your team compare what attracted a prospect with what happened after the inquiry.
Combine the profile with Vector Intent Marketing when relevant signals are available. Fit and interest answer different questions, and neither should be treated as a guaranteed outcome.
Refine it with real feedback
Campaign and sales feedback can show where the initial profile was useful and where it needs adjustment. We look for supported patterns, keeping missing information separate from evidence that a segment is a poor fit.
The result is a practical reference for planning and review, shaped around your available records and agreed engagement scope.
Common questions
Do we need a perfect CRM before starting?
No. We can begin with the information you have, identify limitations, and recommend improvements. Missing or inconsistent records are documented rather than treated as reliable evidence.
Is an ICP the same as an advertising audience?
No. The ICP defines business fit. A channel audience is one way to reach people who may fit that profile, within that channel’s available targeting options.