ICP & Segmentation Strategy
ICP & Segmentation Strategy is a strategy engagement that defines which companies you should win, why they buy, and how to segment them so your CRM can act on it. It is for B2B teams whose targeting lives in a few heads instead of in criteria that sales, marketing, and operations share.
The problem this solves
Most B2B teams can name their best customers but cannot define them. Sales chases anything with a pulse, marketing generates leads that sales quietly ignores, and every list pull starts a debate about who counts as a good account. Without a shared, data-backed ICP, segmentation defaults to industry labels that say nothing about willingness to buy, and CRM filters, scoring, and campaign targeting all inherit the vagueness.
How we work
We start with evidence, not a whiteboard. Won and lost deal data from your CRM, revenue and retention per customer group, plus interviews with the people who actually close and keep these accounts. The goal is to find the pattern behind your best customers: firmographics, buying triggers, and the traits that predict a painful engagement.
From there we define ICP tiers with explicit inclusion and exclusion criteria, then translate them into a segmentation model your systems can hold: properties, list logic, and scoring criteria rather than a slide that ages in a shared drive. If you run HubSpot, we map every criterion to a concrete property or list definition.
The result is a targeting standard the whole go-to-market team works from: sales knows which accounts deserve effort, marketing knows who campaigns are for, and operations knows how to keep the segments clean.
Deliverables
- ICP definition document with tier criteria and buying triggers
- Negative ICP: explicit disqualification criteria
- Segmentation model mapped to CRM properties and list logic
- Account and contact scoring criteria recommendations
- Prioritized segment list with rationale
- Rollout notes for sales, marketing, and RevOps
What buyers ask before scoping.
How is this different from the Market & ICP Strategy Audit?
The audit evaluates the targeting you already have and points out gaps. This module builds the strategy itself: we define the ICP, the tiers, and the segmentation model from your deal data and customer interviews. If you have run the audit first, its findings feed straight into this work.
What do you need from us to start?
Access to your CRM or an export of won and lost deals, a rough view of revenue and retention per customer group, and a few hours of interview time with sales and customer-facing leads. Imperfect data is fine; part of the work is finding the signal in it.
Will the ICP actually be usable in HubSpot?
Yes, that is the point of the module. Every criterion is mapped to a concrete HubSpot property, list definition, or scoring input, so the ICP becomes segmentation your team can filter, route, and report on rather than a document that lives next to the CRM.
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Sounds like your situation?
30 minutes, your calendar, no slide deck. We tell you honestly whether this module fits.
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