How Do I Identify My Ideal Customer Profile (ICP)?
Use your revenue data to define who buys, stays, and expands: firmographics + problem-fit + intent + economics—then activate tiers, exclusions, and routing in HubSpot.
Start with won revenue and retained/expanded customers. Segment them by firmographics (industry, size, geo), technographics (stack, integrations), problem-fit (jobs-to-be-done, pain urgency), buying context (owner, cycle, budget), and unit economics (CAC payback, LTV). Rank segments by propensity × profitability, define ICP Tiers (1/2/3) and a Negative ICP, then operationalize in HubSpot with properties, lists, workflows, and dashboards.
ICP Ingredients: What Separates Great from Good
Build an ICP the Revenue Team Can Use
Analyze the last 12–24 months of Closed Won, Churn, and Expansion. For each segment, compute win rate, sales cycle, ACV, CAC, payback, NRR. Overlay qualitative buyer insights (why they bought, alternatives considered, friction points). The best ICP balances fit and economics, not just logo desirability.
Define ICP Tiers: Tier 1 (best economics & readiness), Tier 2 (good fit with 1–2 gaps), Tier 3 (edge cases worth testing). Create a Negative ICP for segments with chronic low win rate, poor retention, or product misfit. Document buyer committee roles and compelling events for each tier.
Operationalize in HubSpot: add Company ICP Tier, Negative ICP (Yes/No), and Key Fit Flags properties. Use Active Lists to route Tier 1 to your best reps, suppress Negative ICP from outreach, and personalize messaging by tier. Report pipeline/revenue by tier monthly and revisit your definitions quarterly.
30-Day ICP Sprint (HubSpot)
- Days 1–7: Export last 24 months of deals & customers; segment by industry, size, tech; compute win rate, ACV, cycle, CAC, NRR.
- Days 8–14: Interview 6–10 recent wins/losses; capture jobs-to-be-done, triggers, blockers; map buyer roles.
- Days 15–21: Define Tier 1/2/3 + Negative ICP; finalize properties and picklist values; draft tier playbooks & talk tracks.
- Days 22–30: Build HubSpot properties, lists, routing workflows, and dashboards; backfill existing accounts; schedule quarterly ICP review.
Frequently Asked Questions
Turn ICP Clarity into Revenue Focus
We’ll help you define tiers, exclusions, and buying triggers—then wire it into HubSpot so sales and marketing work the same plan.
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