How to Craft your Ideal Customer Profile – 7 Easy Steps

Step 1: Define the Business Context

• Your offering: Clarify the product/service you’re selling and the unique value it provides.
• Target industry/sector: Identify which industries benefit most from what you do.
• Company size/structure: Is your solution best for startups, SMEs, or enterprises?

Step 2: Identify Company-Level Traits

Your ICP is not just about individuals—it’s about organisations. Capture:

• Industry/vertical (e.g., SaaS, healthcare, manufacturing)
• Geography/region (local, national, international reach)
• Company size (turnover, headcount, growth stage)
• Tech stack/operations (tools or systems they already use that align with your service)
• Strategic priorities (growth, cost efficiency, compliance, innovation, etc.)

Step 3: Map the Key Buyer Roles

Go beyond job titles—look at:

• Decision-makers – Those with budget authority (CFO, MD, COO).
• Influencers – Team leads, specialists, or advisors who shape opinions.
• End-users – Staff who will directly use your product/service.
• Ask: What does each role care about most?

Step 4: Define Pain Points & Goals

Pinpoint the triggers that drive purchase decisions:

• Challenges – inefficiencies, costs, risks, or missed opportunities they face.
• Aspirations – growth, expansion, compliance, prestige, innovation.
• Buying drivers – time savings, revenue growth, risk reduction, improved processes.

Step 5: Buying Behaviour

Consider how your ICP researches and buys:

• Where they look for solutions – Google, LinkedIn, referrals, and industry events.
• Budget cycles – annual planning, ad-hoc spending, crisis-driven purchases.
• Objections – typical barriers (price, risk, lack of awareness).

Step 6: Build the ICP Profile

Bring it all together into a one-page summary. Example:

Ideal Customer Profile:

• Company traits: UK-based SaaS scale-up, 20–50 employees, £2–10M turnover.
• Key roles: CFO (decision-maker), COO (influencer), finance manager (end-user).
• Pain points: Lack of financial visibility, manual reporting, and compliance pressures.
• Goals: Scalable financial systems, strategic growth insights, investor readiness.
• Buying behaviour: Active on LinkedIn, values referrals, and budget approvals quarterly.

Step 7: Test & Refine

• Review your current customer base: Which clients are most profitable, easiest to retain, or show the strongest results?
• Adjust your ICP accordingly—your best-fit customers today may shift as your business evolves.

A well-crafted ICP acts as a North Star for all marketing and sales activity—ensuring your campaigns target not just anyone who could buy, but those who should buy.