01
The four layers of the ICP
Firmographics, technographics, intent signals and the buying committee.
Resource hub / Guide
How to build your ICP, step by step
The complete method to define who to chase: the four layers of the ICP, the buying committee, the anti-ICP and a scoring system to prioritize.
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A weak ICP ruins everything that comes after it: the data, the copy and your team's time. If you don't know who you're chasing, no tactic will save you.
This guide walks you step by step through building an actionable ideal customer profile: its four layers, who to speak to inside the company, who to rule out and how to score your accounts so you reach out first to the ones that fit best.
Getting the ICP right is the most profitable work in all of prospecting. An hour spent sharpening who you chase is worth more than a thousand emails fired at people who don't fit. It's the method we apply before launching a single campaign.Nicolás Stocchero · Managing Director
Contents
What the guide includes
02
The buying committee
Who to speak to inside the company and the angle for each role.
03
The anti-ICP
Who to rule out so you don't burn time or damage your reputation.
04
Account scoring
How to score and prioritize who to reach out to first.
05
A worked example
From the initial hypothesis to a list of accounts ready to attack.
06
Mistakes when defining the ICP
Too broad, based on gut feel, or never reviewed.
Key figures
40%
of the market goes untouched with an ICP that is poorly defined or too narrow.
the ICP has
4
layers: firmographics, technographics, intent signals and the buying committee.
x3
more likely to convert when the fit with the ICP is high.
the committee is around
4
people influence a B2B buying decision on average.
scoring out of
100
points to prioritize accounts by fit and signals.
review it every
1
quarter: the ICP is alive, you don't define it once and forget it.
In the guide
4 layers of the ICP
1 example worked from start to finish
1 anti-ICP to rule out
1 account scoring system
1 buying committee template
18 actionable pages
FAQ
Frequently asked questions
What is an ICP or ideal customer profile?
It's the description of the type of company that best fits what you sell. It decides who you chase and, with that, the quality of your data, your copy and your team's time: a weak ICP ruins everything that comes after it.
What layers does an ICP have?
Four: firmographics, technographics, intent signals and the buying committee. The first two describe the company, the signals tell you whether it's in a buying moment and the committee defines who to speak to inside it.
How many people are involved in a B2B purchase?
On average, around 4 people influence a B2B buying decision. That's why the ICP doesn't stop at the company: it also defines who to speak to inside it and the angle for each role.
What is the anti-ICP?
It's the list of profiles worth ruling out even when they seem to fit. Defining it keeps you from burning your team's time and damaging your reputation by contacting companies that will never buy from you.
How do you prioritize ICP accounts?
With a scoring system out of 100 points that combines ICP fit and intent signals. Accounts with a high fit are three times more likely to convert, so they're the first to be contacted.
How often should you review your ICP?
Every quarter: the ICP is alive, you don't define it once and forget it. The typical mistakes are making it too broad, basing it on gut feel or never reviewing it, and an ICP that is poorly defined or too narrow leaves 40% of the market untouched.
What does the guide include?
18 actionable pages with the four layers of the ICP, a buying committee template, the anti-ICP, an account scoring system and an example worked from start to finish. You download it as a PDF by leaving your name and email.
We are Desorbitante
From the start we have helped B2B companies transform the way they generate new business.
We combine human judgment, our own technology and live data to design multichannel campaigns that help you sell more.
We activate your ideal prospects with personalized outreach, read the intent signals and introduce them to you when they're ready to talk sales.
We are a B2B lead generation agency with a difference: we build sustainable systems, designed for the long term, not one-quarter campaigns.
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