Creating your Ideal Customer Profile and Personas.

Complete the form below to download your free workbook.

Don't run the risk of marketing to an audience that is unlikely to convert. 

Your whole organisation should have a clear idea of who your target audience is - not just marketing or sales.

When there's alignment, your flywheel will spin faster. Strangers will turn from prospects to customers to promoters. Customers will feel delighted.

ICP Workbook example

What's included

ICP Template

Access a google sheets template your whole team can collaborate on together. Build a no fit, workable fit, and complete fit ICP.

Persona Template

Use this template to describe your personas, their goals and needs, challenges, and how your solution addresses those challenges.

ICP & Persona Examples

Need some inspiration to get started? We've included some examples of ICPs and Personas you can reference when building yours.


Build your own ICPs and Personas

The ICP and persona worksheet will help you offer more valuable content to leads, prospects, and customers. 

Your ideal customer profile will change as you grow. It is best practice to re-visit this workbook every 6-12 months and evaluate if any changes should be made. 

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Ideal Customer Profile

How to build an ideal customer profile

Building an Ideal Customer Profile enables you to easily identify the attributes and buying behaviours of individuals within your target market. Then, you can easily target the right content, at the right time, to the right people. Because, after all, we sell to people, not brands. 


To build your ICP, you should start by first reviewing your customer base and the key attributes of the customers you want to continue targeting. From there, you can define the attributes most important to your organisation. Some examples of attributes may be:


  • Company size
  • Industry 
  • POC's position and title
  • Location
  • Annual Revenue
  • Board structure
Ideal Customer Profile

How to build a persona

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.


The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.)


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