If You Build It, They Will Come (or Will They?)

There’s a saying, if you build it, they will come. That might work for B2C businesses with a sexy product and distribution channel. But B2B? nah, you gotta have a more defined GTM strategy. Enter ICP.

I don't like acronyms and didn't even know about ICP (Ideal Customer Profile) until about a year ago, but everyone in B2B SaaS should. In business (and in life) you can’t be everything to everyone.

Trying to make your product or service do everything is expensive, time-consuming, and doesn’t drive customer lifetime value. Defining your ICP is the first step on the path to revenue-driven marketing.

An example could be: B2B SaaS Marketing professional, working at a company between 5-100 people, uses HubSpot, company has raised > $10b. You'd then take this ICP and apply it to all your marketing outreach channels. This can be easily done via modern GTM tools like Apollo.

Why bother building ICP's for your outreach though? Helps you prioritize revenue and customer lifetime value. Without a well-defined ICP, it’s easy to focus solely on lead volume rather than true indicators of success.

Improving efficiency by enabling you to spend your time and money on the places that matter most.

Allocate your precious marketing dollars to the most effective channels for ROI

What’s your thoughts on ICP and customer profiling? or are you more the type to build and they will come?

Let me know in the comments.