Defining Your ICP
How to describe your ideal customer so agents find buyers, not noise.
Your ICP (ideal customer profile) is who you sell to. It is the strictest filter in the pipeline. Every candidate is checked against it before becoming a lead.
The mistake almost everyone makes on the first pass is being too broad. A broad ICP does not get you more good leads. It gets you the same good leads buried under bad ones.
What you define
| Field | Example |
|---|---|
| Roles | "Head of Sales", "VP Sales", "RevOps Manager", "SDR Lead" |
| Seniority | Manager and above |
| Function | Sales, Revenue Operations |
| Industry | B2B SaaS |
| Company size | 20 to 200 employees |
| Location | North America, United Kingdom |
You do not have to fill every field. Roles plus one or two of the others is usually enough. Adding everything at maximum strictness can leave an agent with nothing to find.
Write roles the way LinkedIn shows them
Match the titles people actually have, not internal labels. "VP of Revenue" and "Head of Growth" are real titles. "Decision maker" and "buyer" are not. List the two or three titles that own the budget for what you sell.
Use exclusions
Exclusions are as important as the targeting itself. Filter out:
- Industries that look adjacent but never buy.
- Job titles that match your keywords but are not buyers (for example, agencies or consultants if you sell to in-house teams).
- Specific companies you never want surfaced.
Competitor employees are excluded automatically once competitors are set in Brand Info.
A worked example
A company selling an outbound tool to B2B SaaS sales teams in North America:
- Roles: Head of Sales, VP Sales, RevOps Manager, Founder
- Seniority: Manager and above
- Industry: B2B SaaS
- Company size: 11 to 200
- Location: United States, Canada
- Exclude: recruiting agencies, lead-gen agencies (they sell a competing service), companies under 10 people (no budget)
This is narrow on purpose. It produces fewer leads, and a much higher share of them are worth a message.
If your first runs return too few leads, widen one field at a time. If they return plenty but many are off-profile, the ICP is too broad or an exclusion is missing. See Tuning Agents.