🕵🏻♂️ The 6 pillars of an ICP

Dear Trenchers,

Building a solid ICP for ABM is the key to driving targeted, high-impact campaigns that bring in revenue quickly. 

The idea is simple: focus on the accounts that are most likely to convert and deliver maximum value. 

In this newsletter, we’ll show you exactly how to do it in six steps.

1. Firmographics and Technographics

Why?

ABM is about replicating your BEST deals, not chasing random leads.

How?

• Analyze your past revenue and deals.

• Identify verticals with high Average Contract Value (ACV), strong retention rates, and compelling case studies.

• Study your top 10 accounts and identify common characteristics (industry, team size, revenue range, tech stack, etc.).

• Use these insights to set firm criteria for prioritizing accounts.

The goal is to develop a laser focus on accounts with the highest potential by understanding the firmographic and technographic makeup of your most successful customers.

2. Account Qualification

Why?

Many ICPs fall short because they don’t help you prioritize accounts that both need your solution and that you have a reasonable chance of closing.

How?

Conduct a win/loss analysis to sharpen your criteria. Answer these key questions:

• What makes an account a strong fit? (e.g., ACV above $50k, uses specific technologies, etc.)

• What red flags would disqualify an account despite fitting the firmographic profile? (e.g., CFO is new and focused on reducing costs, not expanding.)

This step is all about refining your targeting, so your ICP isn’t just theoretical but guides actual decisions that lead to faster wins.

3. Buying Center

Why?

You’re not selling to companies; you’re selling to people within those companies. The buying process is a team sport, so you need to identify who’s involved and what role they play.

How?

• Map out the buying committees for your top 10 accounts.

• Identify decision-makers, champions (those advocating for you), influencers (those shaping decisions), and blockers (those resisting change).

• Tailor your messaging and engagement strategy based on these roles to maximize your influence within the account.

Understanding the dynamics of the buying center helps you craft more relevant outreach and address objections before they arise.

4. Account Segmentation

Why?

Not all accounts are created equal. If one company has the potential to generate 10x more revenue than another, why treat them the same?

How?

1. Tier 1: Identify the top 10% of accounts that could yield the highest revenue.

2. Tier 2: Add the next 10% of accounts that are still valuable but require slightly less investment.

3. Tier 3: The remaining 80% of accounts, which you can reach with more scalable, lower-cost strategies.

For each tier, recognize common characteristics like firmographics and buying center dynamics. For instance, Tier 1 might include companies with 10k+ employees and large sales teams across multiple regions (e.g., North America, EMEA, APAC). This segmentation lets you allocate resources efficiently, putting the most effort where it counts.

5. Jobs-to-Be-Done (JTBD)

Why?

Understanding why customers choose your solution helps you stand out in ways that truly matter to them.

How?

Conduct customer interviews to uncover the specific JTBDs that your customers chose your solution for. 

It’s not just about features—they’re looking for outcomes. By knowing these motivations, you can sharpen your value proposition and tailor messaging to what really resonates.

6. Buying Journey

Why?

Knowing how your ideal customers buy allows you to engage them in the right place, at the right time, with the right message.

How?

During customer interviews, dive into these key areas:

• Buying triggers: What events make them start searching for a solution like yours? (e.g., rapid scaling, regulatory changes)

• Buying process: Where do they research? What content do they rely on? Who influences their decisions?

• Channel presence: Where do they go for industry information? Which experts do they trust?

This insight ensures your marketing and sales efforts align with their actual buying behavior, allowing you to guide them smoothly through their decision-making process.

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Ready to Take the Next Step?

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See you in Trenches 😉

Adé Odjo 😎