ICP mapping is always the first thing we do. Before we write a single email or build a single list, we need to know who the right buyer is.
Get this right and everything else works better. Get it wrong and no amount of good copy will fix it.
Building your ICP
We start with a 90-minute onboarding call where we dig into your existing customers together. Who bought, who stayed, who expanded. We are looking for patterns.
The deals that closed fastest. The accounts that got the most value. Those patterns tell us more than any strategy document.
From that session we build a written ICP for each of your top two or three segments. Each one gets its own definition, its own list, and its own messaging.
We never blend multiple ICPs into one. That produces targeting that fits no one well.
Scoring and tiering accounts
Once the ICP is defined we apply it to your target market and rank every account by how well it matches.
Here is how we tier them:
Tier 1 accounts match four or five criteria. They get full multi-touch outreach across email and LinkedIn.
Tier 2 accounts match two or three criteria. They get a lighter touch sequence.
Tier 3 accounts are deprioritised until the higher tiers are worked through.
Before any outreach starts, we share the tiered account list with you. You review it, raise any flags, and approve before we go live.
Why we invest this much upfront
Poorly targeted outbound does three things. It generates low reply rates. It burns your best accounts. And it produces messy data that is hard to learn from.
Well-targeted outbound does the opposite. Better replies, cleaner data, and a system that improves every cycle.
Your ICP map is not a one-time deliverable either. We review it every quarter as performance data comes in. The segments converting best get more focus. The ones that look good on paper but go nowhere get adjusted.
Over time the targeting gets sharper and the results get better.
FAQ
How long does ICP mapping take?
We complete the initial mapping in the first week. The onboarding call happens on day one or two, and the tiered account list is delivered within five to seven working days. Nothing else starts until this step is done.
What if I already have an ICP?
We start from what you have and stress-test it. Most existing ICPs are either too broad or too aspirational, built around who you hope to sell to rather than who has actually bought. We refine rather than replace, but we will be honest if we think the current definition needs work.
Does the ICP ever change after the initial build?
Yes, and it should. We revisit it every quarter based on what the campaign data is showing. Your ICP is a living input into every decision we make on your account, not a document that gets filed away after week one.