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How to create a B2B ideal customer profile for an ABM campaign

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November 17, 2023 | Richa Gupta

An ideal customer profile (ICP) denotes an organization that would significantly gain the most from your brand. Businesses representing your ICP will purchase and keep using your product, making them essential to business growth. Creating a customer persona helps you understand your ideal customers better to target your marketing campaigns and sales efforts effectively. You'll need to consider various factors to create a successful ICP for your business-to-business (B2B) marketing. These include the company's size, location, and industry. You'll also want to acknowledge your target customers' needs and wants. Once you understand your ideal customer, you can tailor your marketing strategy to meet their needs.

So, how do you go about creating one? Read on to learn more.

Define your target market

The first step in starting an ICP is to identify your target market. This part involves determining the industries, geographic regions, and types of businesses you want to target. At the same time, knowing this process will benefit you in several ways.

First, understanding your market can save you time and resources by focusing your efforts on a select group of companies more likely interested in your brand. Second, the process can help you craft more effective and customized marketing campaigns. Lastly, defining your target market can assist you in generating more quality leads with greater chances of converting into sales.

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Research your potential customers

As part of developing your ICP, it’s essential to research your potential customers. This segment includes learning about their needs, challenges, buying process, and decision-makers. The research will help you effectively understand your potential customers and what they're searching for in a product or service.

For example, if you’re selling new software, you’ll want to research your potential client's

specific business needs that your system can fulfill. In addition, researching can determine whether there’s a fit between your brand and your prospective clients. Likewise, your search will detect which marketing channels will most likely reach your target audience.

Thus, you can create a better ICP and win more business by thoroughly researching your potential customers.

Create customer personas

In B2B marketing, creating customer or buyer personas is the third step in developing an ICP. Buyer personas are fictional characters embodying your ideal client. Please note that ICP and customer personas are two distinct entities. In particular, an ICP is an outline of the perfect company that you sell to.

On the other hand, buyer personas represent the people and roles within the organizations you sell to. For example, a persona for a software company might be “the decision maker” or “the budget holder.”

Remember, when forming customer personas, you should:

  • Start with your ideal client in mind. Provide your persona a name, job title, and demographic information. Include also details such as behaviors and psychographics.
  • Write down their specific business needs and challenges.
  • Identify their buying process.
  • How do they make decisions? Who are the people involved in the decision-making process? Describe each decision-maker.
  • Create multiple personas. Don’t put all your eggs in one basket. You must have numerous client personas to represent various ideal customers.
  • Do your research. Use surveys, interviews, and data to gather information about your ideal customers.
  • Finally, kindly give them a name and a face. This will assist you in humanizing your persona and making them real.

Given these points, creating customer personas helps in knowing better your ideal clients so you can develop targeted content and campaigns that will speak to them directly.

If you haven’t adopted one yet, you should use a customer relationship management (CRM) solution to keep track of all your data. However, before deciding on a platform, it’s best to choose from the best CRM enterprise software with detailed reviews.

Develop buyer journeys

Buyer journeys are essential to understanding your ICP, and developing one is your next step. You can better understand your customer’s organizational needs by mapping out a client's steps when considering and purchasing a product or service. Additionally, mapping out buyer journeys can assist you in better anticipating client objections and preparing more targeted content.

When forming customer journeys, there are several things to keep in mind:

  • Every customer is different and will have a unique journey. There's no one-size-fits-all process.
  • Customer journeys aren’t linear. Clients may move back and forth between steps or even skip steps altogether.
  • Buyer journeys are constantly changing. As your product or service evolves, so too will the customer journey.

Here are the three stages in a buyer’s journey:


In this stage, the client is aware of his or her needs or challenges. For example, a customer may know that he or she needs a new project management system. However, they’re not sure which one to choose.


Meanwhile, the client is considering options and researching solutions at the consideration stage. For instance, a client may browse and compare various project management systems to see which one fits their needs.


Lastly, in this phase, the customer has decided on a platform and is ready to purchase. Though the company may still seek information from the vendor, they’re close to making a final decision.

As you map each stage of the buyer’s journey, you should consider what content would be most helpful to the client at every point. For example, at the awareness stage, customers are likely looking for information to help them understand their needs or issues.

In the consideration phase, buyers are most likely searching for details about specific solutions. Furthermore, customers are probably looking for information about your product or service at the decision stage.

Developing targeted content for each buyer’s journey stage is a crucial part of marketing to ideal clients. You can increase customers' chances to consider your brand when making their final decision by providing relevant and helpful content at every phase.

Identify pain points

When creating an ICP, also remember to identify pain points. In detail, the challenges and problems your potential customers face are pain points. By understanding their issues, you can determine solutions that address them and make your product or service more appealing to your ideal client.

This is also critical in formulating your buyer’s journey, as it helps you to understand what your clients’ needs are and how you can best meet their requirements. To identify pain points, you can talk to your current customers and prospective clients. Ask for feedback and look for patterns in their answers.

Furthermore, you can also employ an analytics tool to assist you in understanding how users navigate inside your product. Doing so will inform you which functions customers use, which sections they don’t utilize often, and how they proceed with the menu panels.

By learning all these details, you can position your product as a solution that’ll reinforce workflow and save clients' time. As a result, you can convert leads into customers and grow your business.

Create messaging that resonates

Developing messaging that resonates with your clients is essential in creating an ICP. This means crafting marketing and sales collateral that speaks directly to your consumer's needs. Remember, your message should be clear, concise, and persuasive.

Some things to keep in mind when creating your messaging include:

  • Understand what your ideal customer’s pain points are and address them directly.
  • Use language your ideal clients will understand and resonate with them and ensure your message is clear and straightforward.

When done correctly, this step will help you to take your business to the next level by increasing sales and fostering long-term relationships with your ideal consumers.

Evaluate and adjust your strategy

The final step in creating an ideal customer profile is to evaluate and adjust your strategy on an ongoing basis. This will ensure you’re reaching your target market and that your efforts are practical. Be sure to track metrics such as website traffic, leads generated, and sales closed. Doing so will allow you to make necessary adjustments to your ICP and marketing strategy.

For example, if you’re not generating as many leads as you’d like, you may need to adjust your targeting criteria. Similarly, if your close rate is low, it may be time to reconsider your ICP. Moreover, if you find that you’re attracting many customers who aren’t ideal, it may be time to revisit your messaging and positioning.

By evaluating your progress regularly, you can make changes to your strategy as needed to ensure that you’re achieving your desired results. Creating and maintaining an ICP is critical to any successful business, so be sure to invest the time and determination required to get it right.

Manage customer journeys with CRM software

Now that you understand the principles of creating an ICP, it’s time to start independently. Begin by defining your target market and researching your potential customers. Next, generate client personas based on your findings, then develop buyer journeys for each persona. Identify pain points and craft messaging that resonates with them. Remember that this process should be constantly evaluated and adjusted as needed.

By following these steps, you can create an ICP for your business and see improved results in your marketing campaigns.

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