The Cost of Targeting Everyone

Many B2B teams think they have an Ideal Customer Profile (ICP), but in reality, they’re casting too wide a net. When your ICP is vague or outdated, every part of your go-to-market strategy suffers—from outbound to ABM to sales velocity.

If you're struggling with low engagement, poor SQL rates, or pipeline that doesn’t convert, your ICP may be the root cause. Here’s how to fix it.

Step 1: Analyze Your Top Customers

Start by looking inward. Your best customers hold the key to your ideal ones.

What to analyze:

• Industry / vertical

• Company size (employees, revenue)

• Technology stack (for SaaS)

• Buying triggers (pain points, timing)

• Deal size and velocity

Tip: Focus on your top 20% of customers by revenue or LTV. Look for patterns that define your "sweet spot."

Example: If your top customers are mid-market SaaS companies using Salesforce and growing 30% YoY, that’s a signal. Build on it.

Step 2: Build Detailed ICP Profiles

Once you find patterns, formalize them. Your ICP should include:

1. Firmographics

   • Industry, size, location

2. Technographics

   • Tools they use, platforms they rely on

3. Pain Points

   • What challenges drive them to seek your solution?

4. Buying Triggers

   • Events that prompt interest (funding, hiring, market changes)

5. Key Personas

   • Decision-makers and influencers

Tip: Use real customer interviews to validate these assumptions. Data + conversations = clarity.

Step 3: Map and Prioritize Your TAM

Your Total Addressable Market (TAM) may be large, but your real opportunities lie in Tier 1 and Tier 2 accounts that fit your refined ICP.

Steps to prioritize:

• Score accounts based on fit (firmographics + intent data)

• Tier accounts (e.g., Tier 1 = high fit + intent, Tier 2 = high fit, low intent)

Benefits:

• Focus resources on accounts most likely to convert

• Personalize outreach for Tier 1, automate for Tier 2

Tip: A smaller, well-targeted list outperforms a large, random one every time.

Step 4: Align ICP with Sales and Marketing

Your ICP isn’t just for marketing. Sales needs to own it too.

How to align:

• Share ICP documentation with both teams

• Involve sales in ICP validation and refinement

• Align outreach messaging to ICP pain points and triggers

Outcome:

• Better campaign targeting

• Higher lead-to-SQL conversion

• Consistent messaging across the funnel

Step 5: Revisit and Refine Quarterly

Markets shift. Your best customers today may not be your best tomorrow. Make ICP review a regular part of your GTM process.

Quarterly review checklist:

• Are we closing the accounts we thought we would?

• Have we entered new markets or verticals?

• What feedback is sales getting from the field?

Tip: Use CRM data and win/loss analysis to identify shifts in buyer behavior.

Real-World Impact: ICP in Action

A cybersecurity SaaS client came to us with a bloated target list and low demo rates. We helped them refine their ICP to focus on high-growth fintech firms with in-house IT security teams.

Results? 9 strategic accounts targeted, 28 meetings booked, and $1.5M in pipeline generated—all from a refined, focused ICP and ABM program.

Conclusion: ICP Clarity Drives Pipeline Efficiency

Your GTM strategy is only as strong as your ICP. With a clear, validated, and prioritized profile, you’ll:

• Target the right accounts

• Craft messaging that resonates

• Improve conversion rates across the funnel

At PlusFigaro, we help B2B teams sharpen their ICP, map their TAM, and build outreach that delivers real pipeline.

Think your ICP needs work? Let’s refine it together.