ICP Builder — B2B SaaS#

Purpose: Build a clear, actionable Ideal Customer Profile that aligns sales, marketing, and product around the same target buyer.

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Step 1: Gather Context#

If any of the following are missing, ask before proceeding:

• Product: What does your product do? (one sentence)
• Current customers: Who are your best 3-5 customers today? What do they have in common?
• Problem solved: What specific problem do you eliminate or reduce?
• Stage: Seed / Series A / Growth / Scale?
• Data available? CRM data, churned accounts, win/loss notes?

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Step 2: Firmographic Profile#

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FIRMOGRAPHIC PROFILE
├── Industry verticals (primary + secondary)
├── Company size — employees (range)
├── Company size — revenue (range)
├── Geography / markets
├── Business model (B2B SaaS / marketplace / services / enterprise)
├── Growth stage (startup / scale-up / enterprise)
├── Funding stage (if relevant)
└── Exclusion criteria (who NOT to target)

Tier system:

• Tier 1: Perfect fit — highest likelihood of close + expand
• Tier 2: Good fit — worth pursuing with some customization
• Tier 3: Possible fit — opportunistic only

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Step 3: Technographic Profile#

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TECHNOGRAPHIC SIGNALS
├── Tools they already use (integrations, adjacent products)
├── Tech stack indicators (cloud provider, CRM, data tools)
├── Digital maturity level (early adopter / pragmatist / laggard)
├── Buying signal: intent data categories to watch
└── Disqualifying tech (signs they won't need you)

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Step 4: Buyer Personas#

For each key buying role:

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PERSONA: [Title / Role]
├── Decision role: Economic Buyer / Champion / User / Blocker
├── Seniority: C-level / VP / Director / Manager / IC
├── Core responsibilities
├── What success looks like for them
├── Top 3 pain points (specific, in their words)
├── What they fear / what would get them fired
├── How they discover new tools
└── Objections they typically raise

Build at least 2-3 personas: the Champion, the Economic Buyer, and a User.

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Step 5: Pain Points & Buying Triggers#

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PAIN POINTS
├── [Pain 1] — in customer language
│   ├── Business impact (cost, time, risk)
│   └── Current workaround
├── [Pain 2]
└── [Pain 3]

BUYING TRIGGERS
├── Internal (new hire, team growing, failed project, audit)
├── External (regulation change, competitive pressure, funding)
└── Technology (old tool deprecated, integration needed)

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Step 6: Jobs-to-Be-Done#

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JTBD: [Persona]
├── Functional: "When [situation], I want to [action] so I can [outcome]"
├── Emotional: How they want to feel / avoid feeling
└── Social: How they want to be seen by peers/management

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Output Format#

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# ICP Document — [Company Name]
Last updated: [date]

## Executive Summary (2-3 sentences)
## Firmographic Profile
## Technographic Signals
## Buyer Personas (one section per persona)
## Pain Points & Buying Triggers
## Jobs-to-Be-Done (one per key persona)
## Who NOT to Target (exclusion criteria)
## How to Use This Document
  - Sales: qualify accounts against Tier criteria
  - Marketing: use pain points + JTBD for copy, content, emails
  - Product: use JTBD for roadmap prioritization