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Ideal Customer Profile (ICP)

A detailed description of the type of company most likely to buy, succeed with, and expand your product.

An Ideal Customer Profile (ICP) defines the firmographic, technographic, and behavioural attributes of the companies that are the best fit for your product. Unlike a persona (which describes an individual), an ICP describes an organisation. A strong ICP includes company size, industry, revenue range, growth stage, tech stack, and the trigger events that create urgency. Teams use ICPs to focus outbound prospecting, score inbound leads, and ensure messaging is built for the right buyer.
Example

ICP: B2B SaaS companies with 50–500 employees, Series A–C, with an active GTM motion and a product marketing hire in the last 12 months.

Related terms
Customer Persona

A semi-fictional representation of a specific buyer type — their role, goals, pains, and decision-making context.

Market Segmentation

The process of dividing a broad target market into subgroups with shared characteristics, needs, or behaviours.

Jobs to Be Done (JTBD)

A framework for understanding why customers buy — focused on the 'job' they're trying to accomplish, not their demographic attributes.

Put this into practice

AI Marketing Workbench gives you the modules to apply every concept in this glossary — positioning, ICP, messaging, battlecards, and GTM planning in one connected workspace.

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