ICP and market segmentation

Define where you win, which accounts belong, and how sales and marketing should prioritize them—using evidence instead of broad firmographic labels.

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How the workflow runs

  1. 01

    Find the pattern

    Study closed-won, lost, and best-fit customers to isolate the traits behind real success.

  2. 02

    Define the segments

    Turn those traits into observable fit, exclusion, and reachability criteria.

  3. 03

    Build the market

    Find matching accounts, estimate coverage, and assign tiers with evidence attached.

  4. 04

    Keep it current

    Refresh the model as conversion, win/loss, and market conditions change.

Evidence in, action out.

The operating problem

Broad firmographic filters group companies that look alike but differ in need, timing, and ability to buy.

How the workflow runs

Find the traits behind real wins, test them across the market, and turn them into observable segment rules.

Evidence and inputs

Closed-won and lost deals, product strengths, positioning, firmographics, technographics, hiring, regulation, and stakeholder insight.

Actions and handoffs

Define segments, build account universes, estimate coverage, score fit, assign tiers, and document why each account belongs.

Operating outcome

Marketing plans against reachable segments while sales receives accounts matching the same evidence-backed definition.

Controls for production

Set exclusions, evidence thresholds, regional rules, strategic overrides, and scheduled review against pipeline conversion.

Keep the ICP connected to the market

The definition stays linked to customer evidence, account research, and conversion data instead of going stale after the planning cycle.

Company Brain

Retains market evidence, positioning and ICP criteria as the reference for deciding which accounts belong.

Coworkers

Revisit supplied account lists and exact market pages to flag changes in segment fit and refresh account tiers.

Approvals

Segment owners confirm fit evidence and priority tiers before audience records change; runs log the decisions.

One intelligence layer from plan to delivery

16x

Faster time-to-insight

5

Fewer tools needed

80%

Avg. cost reduction

8 hrs

Saved per team per week

Put the ICP inside the GTM stack

Use CRM history, enrichment, campaign response, and market signals to build the model, then return segments and tiers to planning, scoring, and routing.

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Connected sources

SlackConnected
SalesforceConnected
IntercomConnected
BigQueryConnected
StripeConnected

Related use cases

01

Account-based campaign activation

Build campaigns around the accounts you want to win, the people involved, and the signals that make outreach timely.

Explore workflow 02

Intent and engagement scoring

Combine engagement with account and contact research to understand fit, identify buying intent, and prioritize follow-up with a clear reason.

Explore workflow 03

Campaign and message intelligence

Turn customer evidence, market change, and win/loss insight into campaigns built around what buyers care about now.

Explore workflow 04

Lifecycle and nurture orchestration

Move accounts between education, nurture, sales follow-up, and reactivation when their situation changes—not when a timer expires.

Explore workflow 05

Event and market monitoring

Find market and account events early enough to shape campaigns, sales plays, and executive response while the context is still useful.

Explore workflow 06

Buying-signal monitoring

Detect meaningful changes across accounts and contacts, combine them into context, and give teams a defensible reason to act now.

Explore workflow 07

Lead qualification

Qualify leads and accounts against shared fit, urgency, intent, and buying-committee standards before sales accepts the handoff.

Explore workflow 08

Lead generation

Build smaller, cleaner account and contact audiences from explicit market criteria, custom research, and current evidence.

Explore workflow 09

Account research

Give sellers a current, source-backed view of the account, its priorities, stakeholders, risks, and the most credible path into a conversation.

Explore workflow 10

Automated outbound

Create account-specific outreach from verified buying context and approved positioning, while keeping people in control of what gets sent.

Explore workflow 11

Pipeline and deal-risk monitoring

Monitor deals for lost momentum, weak stakeholder coverage, competitive pressure, and missing next steps before forecast calls expose the risk.

Explore workflow

Turn AI potential into real business outcomes

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