How to Use Customer Data to Create an ICP Feedback Loop
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How to Use Customer Data to Create an ICP Feedback Loop

Knowing your ideal customer is not a luxury — it's a necessity
Primer team
Updated on
April 25, 2024
Published on
October 10, 2023
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Yet, many companies struggle to accurately define, understand, and engage their target customer—a mistake that can sabotage even the best-sourced leads and the most strategic marketing plans.

This article explores why a clearly defined Ideal Customer Profile (ICP) is critical to B2B success, how to create and refine one using available customer data sources, and why it should be a continuously evolving document at the heart of all your marketing and sales efforts.

Clearly Defining Your Target Customer is Critical for B2B Success

Many B2B companies make the crucial mistake of having a vague, generic ICP. This leads to wasted marketing efforts, poor lead quality, and low conversion rates. To maximize success, you need to precisely define your target customer using detailed firmographic data. 

Such can be sourced from qualified vendors, which are third-party B2B customer data providers.

Start by analyzing current customers and looking at concrete factors like company size, industry vertical, technologies used, and underlying business model. Come up with specific criteria for each firmographic factor – for example, your ideal customer is a retail company with $50-100 million in annual revenue, that utilizes AWS cloud infrastructure and leverages digital analytics.

Back up ideal criteria with statistical data. For instance, research shows B2B companies with highly targeted profiles enjoy 36% higher conversion rates from leads to sales. Specificity is key – every additional firmographic filter you add makes your accounts 4x more likely to close.

Too often, ideal customer profiles include vague descriptions like "forward-thinking companies focused on growth." This sounds good conceptually but provides little tangible direction. Instead, deal in concrete facts and figures from customer data - companies in X industry with Y revenue and Z tech stack. Why? Because then you’re speaking in a language that your team can actually use to build audiences or outbound lists or score inbound leads.

It's also crucial to align your ICP to your product offering and messaging. Profile accounts that can genuinely benefit from your solution. If you stray from your product's core value prop, conversion rates plummet by as much as 22%.

Precision with your ICP also enables better personalization. With a focused profile, you can craft targeted messaging and campaigns. Buyers crave personalization - 72% say it has a major influence on their purchasing decisions.

The data shows that rigid specificity with your ideal customer drives B2B success. Take the time to analyze your current customers, source and pull together the missing customer data, and build a profile using precise firmographic filters. Continually refine these factors based on data and experience. In the next section, let's examine how to align sales and marketing teams around this defined ICP.

Aligning Sales and Marketing around the ICP

A common mistake companies make is failing to align sales and marketing around a unified ICP. When sales operate from one idea of the ICP and marketing targets another, it leads to disjointed efforts and lost opportunities. Sales may be handed leads that marketing deemed a good fit, only for reps to disregard them as poor matches. Marketing campaigns meant to reach high-value accounts may fizzle as sales chase different prospects identified from different customer data sources. Ultimately, misalignment on the ICP confuses the organization and results in wasted time and budget.

To avoid this issue, sales and marketing teams must collaborate to build consensus on the ideal customer. One effective way to foster alignment and get sales bought in is through cross-functional workshops analyzing closed deal data. Gather sales, marketing, and customer success leaders together to review attributes of won accounts. Allow open discussion to land on the core factors that make an ideal customer based on real sales examples.

With proof points directly from closed deals, sales are more likely to trust the resulting profile. Check in regularly with sales during ICP development to validate that identified titles and other customer data match what they see as ideal in the field. With sales providing ongoing input grounded in historical deals, the unified ICP will resonate across the revenue organization.

However, the data and insight-sharing process must be bilateral. We recommend that both teams determine and agree on a set of shared tools and metrics like MQL definitions and lead scoring criteria.

According to TOPO research, companies that align sales and marketing around a shared ICP achieve up to 30% higher win rates. They also benefit from 38% faster deal cycles and a 29% larger average deal size.

Alignment begins by bringing teams together around a common ICP rooted in sales data. Set regular touchpoints to revisit the profile and update based on new customer data. By embedding the ICP into processes and systems, from lead scoring to account-based marketing, organizations can drive growth through an integrated sales and marketing effort focused squarely on the ideal customer.

Leveraging First-Party Customer Data

One of the biggest mistakes companies make when developing their ICP is to construct their ICP by using their gut and third-party data attributes. “We built our product for software companies with 50-500 employees.” Ok. Are you sure that’s who is purchasing it? 

By analyzing the accounts you already serve successfully, you can identify patterns and commonalities to inform your ICP. Enrich your existing customer data with factors like company size, industry, business model, tech stack, and titles and roles of engaged contacts. Look for trends in the specific challenges and pain points your current ideal customers face. 

Here’s an example of Primer’s playbook on how to enrich your ABM accounts so they can be matched by ad networks with the right users. This first-party data from your existing customer base reveals leading indicators of accounts likely to convert and achieve success.

A 2019 survey of B2B professionals revealed that 80% found first-party data effective in refining their ICPs, compared to a mere 37% who said the same for third-party data by itself. The survey also found that companies leveraging first-party data saw conversion rates on targeted campaigns improve by over 15%.

To leverage first-party customer data, sales, and customer success teams should thoroughly document key details on current accounts. Enrich records with relevant firmographics, track contacts engaged, examine product usage data, and leverage feedback. Similarly, marketing should analyze traffic sources, content consumption trends, and attributes of site visitors that convert vs. bounce.

Bring together insights from across the customer lifecycle, from acquisition through renewal. Identify any common themes among your most valuable and successful customers. Look for patterns in the specific content and assets that resonate most with accounts you win. Any meaningful trends become customer data inputs to refine your ICP.

Refresh this analysis quarterly to incorporate new data. Set calendar reminders to revisit your ICP using the latest available first-party data on the accounts you successfully acquired, onboarded, and retained. This disciplined approach will ensure your ICP reflects the most impactful signals from your current customer base.

source: sayprimer.com

Regularly Update and Refine Your ICP

To stay competitive in ever-evolving markets, it's crucial to keep your ICP current. Markets shift, technologies evolve, and buyer needs change over time. This means your ICP should evolve too. Previosuly we’ve put out the guide with essential tips on how to continuosly improve ICP.

The most successful B2B companies are obsessive about revisiting and refining their ICP regularly. They don't view it as a one-and-done exercise. Rather, it's an ongoing process that's continually optimized based on the latest customer data analytics and market trends.

According to research from the Sales Management Association, B2B companies that refresh their ICP at least quarterly enjoy a 9.7% higher pipeline creation rate compared to those that update annually or less frequently.

There are a few best practices to keep in mind for regularly updating your profile:

  • Set calendar reminders to revisit your ICP every quarter - This helps turn it into a habitual process across your revenue teams. Don't let it fade into a "set and forget" document.
  • Incorporate the latest customer data into your analysis - As you acquire new customers and learn more about their attributes, factor these insights into your profile. Identify any shared characteristics among your latest wins.
  • Monitor for market shifts that impact buyer needs - Keep tabs on new technologies, competitors, regulations, and other factors that may alter buyer requirements.
  • Involve both marketing and sales in the process - Updating the ICP shouldn't fall solely on marketing. Make sure sales provide input based on conversations and trends spotted in the field.
  • Don't make dramatic changes based on fresh customer data too quickly - Tweak and refine incrementally vs. overhauling the entire profile at once. Take an agile, iterative approach to avoid disruption.
  • Test any major changes before full rollout - Pilot adjustments with small campaigns and A/B testing before realigning all activities company-wide.

Regularly revisiting and optimizing your ICP ensures it stays laser-focused on your best-fit accounts. As markets change, your profile should as well. Turn it into a habitual process, and you'll keep your sales and marketing teams aligned on the accounts with the greatest potential.

Test and Iterate for Continuous Improvement

The process of defining your ICP should involve a data-driven approach that embraces testing, learning, and revising. The most successful B2B companies don't assume they'll nail their ICP right out of the gate. Instead, they take an iterative, data-driven approach to honing in on their best-fit accounts.

A/B testing different profile variations against each other provides invaluable learning. For example, you may test targeting smaller companies (under 500 employees) against mid-sized firms (500-5,000 employees). Look at response rates, deal sizes, sales cycle length, and other metrics to determine if any profile variant outperforms. According to research from Gartner, B2B organizations that regularly A/B test their ICPs achieve lead conversion rates up to 18% higher than those who don't.

Beyond A/B testing, also conduct small pilot campaigns focused on potential ICPs. This allows you to experiment with different profiles in a lower-risk, lower-cost environment. Pilot campaigns should have clear success metrics established upfront. For example, you may test two industry verticals, judging performance on deal velocity and average deal size. Use the learnings from the pilot to refine the profile before the broader launch. Studies from the DemandGen Report indicate that 75% of high-growth B2B companies are running multiple ICP pilot campaigns at any given time.

In addition to testing, use data-driven feedback loops to continuously evolve your ideal customer. Examine the accounts that convert at each stage of your funnel and work backward to understand their shared traits. Analyze customer data from the deals your sales team is closing successfully - which profiles represent your happiest, most profitable customers? Use this to expand your TAM within that target segment. Top-performing companies are constantly gathering intelligence and making data-driven tweaks to their ICP targeting.

With rigorous testing, piloting, customer data analysis, and refinement, you can iteratively narrow in on the profile that drives the greatest success - and align all go-to-market activities to your high-value accounts. As markets and customer needs shift, your ICP should evolve in lockstep. Maintain a flexible, iterative approach to ideal customer definition and achieve continual optimization.

In conclusion, the journey to defining your ideal customer is continuous and requires consistent review, adjustment, and evolution. As markets shift and customer needs transform, so too should your ICP. Incorporating firmographic and behavioral data, leveraging first-party customer data, and maintaining the alignment of sales and marketing teams, all contribute to the successful refinement of your ICP. Ultimately, achieving B2B success hinges on your ability to correctly identify, understand, and engage your ideal customer. Remember, your ICP is not a mere document; it's the dynamic compass that guides all your marketing and sales efforts in the right direction.

Why Primer for ICP Marketing?

Primer expands the capabilities of ICP-driven Marketing and Sales moves. It provides both teams with a single source of truth to identify and reach high-quality leads and SQLs directly.

Primer gives you the power to build data-driven ICPs and deploy them across platforms while using your unique insight to customize the shape of your audiences. Access the Primer platform’s convenient and flexible functionality to make your targeted advertising laser-focused and activate high-value prospects via multiple ad channels. Check out the live demo to learn exactly how Primer works.

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