ICP Models Guide

What is an ICP

An Ideal Customer Profile, also known as ICP, is defined as the firmographic and technographic attributes that define the type of company that would benefit the most from your product or service. Companies that fit your ICP are most likely to buy and continue to use your product, making them extremely important for business growth. Using your ICP to develop your ABM strategy is important so that you can allocate resources and budget toward accounts that are most likely to become your most valuable customers.

Watch the 6-minute video below to learn what is an ICP, why it matters, and how to define your own.

 

To define your ICP you will use the firmographic and technographic attributes that make up your best customers:

Firmographic attributes
Information that describes companies based on their characteristics: Geographic location, Industry, Vertical, Company Size, and Company Revenue.
Technographic attributes
Information that describes the use of technology solutions by a company and its employees. For example, Marketo, HubSpot, Pardot, Mailchimp, etc.

Below is an example of an Ideal Customer Profile for a financial B2B company.

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  Download our ICP Template to develop your ABM strategy

To develop a winning ICP, you need to take a detailed look at your most successful closed-won customers of past and present. That’s why we’ve built this ideal customer profile template to guide you through the process. Download your copy here.

 

How do RollWorks ICP Models work

  1. In the RollWorks platform, you uncover the firmographic attributes that make up your ICP by uploading an ICP training data set consisting of a list of your best customers or a list of accounts that your senior management has defined as the best fit for your organization. 
  2. RollWorks will analyze your ICP training data set and will identify the firmographic attributes that define your ICP.Screen Shot 2023-01-06 at 2.02.22 PM.png
  3. After you save your ICP training data set in RollWorks, our algorithm will create a predictive Account Scoring Model for each ICP you save. We will then grade all the accounts in the RollWorks database with an ICP Fit Grade from A (highest fit) to F (lowest fit). Go to this Account Scoring guide to learn more about how Account Scoring works and how you can leverage ICP Fit Grade in your ABM Strategy.

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ICP Fit Grade Take this action

High (A & B)

The accounts scored with higher ICP Fit Grade have firmographic and technographic attributes that are closer to your defined ICP, making them most likely to buy and continue to use your product.

  • Segment your existing Account Lists into smaller Account Groups using the attribute 'ICP Fit Grade' = A and/or B.
  • Discover new accounts that may not exist in your CRM by creating a new Account List combining the attributes 'ICP Fit Grade' = A and/or B and 'RollWorks Company attributes'.
  • Launch Playbooks and Campaigns using your high ICP Fit account as your target audience.  probability to become your customer.

Lower (C, D, E & F)

  • Don't prioritize these accounts and don't spend a big portion of your budget on low-fit accounts that have a lower probability to become your best customers.

 

How to use your ICP to develop your ABM strategy

By adding your ICP training data set to RollWorks you will be able to:

Truly understand the attributes that make up your ICP

We will display the firmographic, technographic and geographic attributes that make up your ICP by analyzing common patterns in the list of companies that you added as part of your training data set.

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Assess the fit of any account in the RollWorks database
We will grade all the accounts in the RollWorks database and in your Account Lists from A (highest fit) to F (lowest fit) so that you know which accounts should be prioritized. Learn more about Account Scoring.

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Segment your Account Lists based on high ICP Fit Grade
After all the accounts are scored segment your existing Account list into smaller Account Groups that only include those accounts with an ICP Fit Grade of A & B so that you can prioritize them in your advertising campaigns.

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Discover net new unknown Accounts
Find new accounts that fit your ICP and that aren’t already on your CRM by creating new Account Lists combining our own ‘RollWorks Company Attributes’ and ‘ICP Fit Grade’ = A & B. Then prioritize them at the top of the funnel campaigns. Learn how here.

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Align your Marketing and Sales teams 
Align with your sales team by sending the ICP Fit Grade of your target accounts to your Salesforce account records so that your sales reps can see at a glance if a target account is a good fit based on your company's ICP.

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Who can access

Customers with any RollWorks paid package have access to create ICP Models. The maximum number of ICP Models you can create depends on your package. You can purchase additional ICP Models as an add-on.

RollWorks Package Maximum number of ICP Models
Free None. Upgrade to a RollWorks ABM package. Learn more here.
Starter 1
Standard 2
Professional 4
Ultimate 8

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Create your ICP training data set in RollWorks

Log in to RollWorks and go to Settings > Ideal Customer Profile and click Create ICP.

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You will be presented with three different sources to choose from:

Source Description
Your own CSV file

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Upload a CSV file including a list of website domains for your best customers. CSV file requirements:

  • Only one column with website domains
  • Don't include headers
  • Don't include additional columns
  • Don't include subdomains
  • A minimum of 200 company domains must be included

Jump to this section to learn how.

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You can use your own Account and Opportunity fields from Salesforce to define your ICP training data set criteria

  • Using Salesforce data requires the Salesforce Integration.
  • Your ICP in RollWorks does not update automatically based on changes in your Salesforce source data.
  • A minimum of 200 accounts should result from your ICP custom criteria.

Jump to this section to learn how.

HubSpot 

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You can use your own Company and Deal attributes from HubSpot to define your ICP training data set criteria.

  • Using HubSpot data requires the HubSpot Integration.
  • Your ICP in RollWorks does not update automatically based on changes in your HubSpot source data.
  • A minimum of 200 accounts should result from your ICP custom criteria.
Jump to this section to learn how.

 

After you save your ICP training data set in RollWorks our platform may take up to 4 hours to score all the accounts in the RollWorks database based on their similarities with your ICP firmographic and technographic attributes.

When the ICP Fit grading is complete you will receive an email notification as follows:

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Create an ICP with a CSV file

  • Log in to RollWorks and go to Settings > Ideal Customer Profile.
  • Click Create ICP.
  • Select the Data source Upload a CSV from the drop-down menu.
  • Click Save ICP.

ICP create sources.png

 

 

CSV file requirements

  • Your CSV file should include accounts that fit your ICP: this is a simple list of website domains.
  • Only one column with website domains.
  • Don't include headers.
  • Don't include additional columns.
  • Don't include subdomains.
  • A minimum of 200 company domains must be included.

 

Create an ICP using Salesforce 

Before you start, you must complete the integration setup between RollWorks and Salesforce following the steps in this Salesforce Integration Guide.

  • Log in to RollWorks and go to Settings > Ideal Customer Profile
  • Select one of the Salesforce Data Sources available: Salesforce Account and/or Salesforce Opportunity.

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  • Define the logic using AND/OR statements to combine any Salesforce Account fields and Opportunity fields. For example, include accounts with a Salesforce Opportunity closed-won in the past.
    • Salesforce Opportunity -> Stage = Closed Won
    • Salesforce Opportunity -> Closed Date within all time

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    • Enter a name for your Ideal Customer Profile and click Save.

200 accounts are required to save your ICP 

The logic that you define must result in at least 200 accounts, for RollWorks to be able to create a model.

 

Create an ICP using HubSpot

Before you start, you must complete the integration setup between RollWorks and HubSpot following the steps in this HubSpot Integration guide.

  • Log in to RollWorks and go to Settings > Ideal Customer Profile.
  • Select one of the HubSpot Data Sources available: HubSpot Company Account and/or HubSpot Deal.

ICP create sources (2).png

  • Define the logic using AND/OR statements to combine any HubSpot Company and/or Deal attributes. For example, accounts with a HubSpot Deal Closed-Won in the past.
    • HubSpot Deal - > Deal Stage = Closed Won
    • HubSpot Deal -> Closed Date within all time

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  • Enter a name for your Ideal Customer Profile.
  • Click Save ICP.
  • The logic that you define must result in at least 200 accounts, for RollWorks to be able to create a model.

200 accounts are required to save your ICP

The logic that you define must result in at least 200 accounts, for RollWorks to be able to create a model.

 

 

ICP Models FAQ

What is the minimum number of accounts required to save my ICP training data set?

If you upload a CSV with less than 200 company domains, or your ICP filter criteria results in less than 200 accounts, you will receive an error message and will not be able to save your ICP.

For our algorithm to be able to create a predictive model based on your ICP we need at least 200 accounts.

If you encounter this error when saving your ICP in RollWorks you will need to broaden the filter logic criteria used to build your ICP until you reach the minimum 200 account threshold.

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Can I update an existing ICP that is being used for account scoring?

You can update an existing ICP in RollWorks at any time, which will result in re-scoring all the accounts in the RollWorks database based on the new model. As a result, the ICP Fit Grade (A to F) assigned to each account may change.

If you are using the attribute called ICP Fit Grade to define your Account Lists or Account Groups, changing your ICP Model will result in changes to your Account Lists and Groups as well as the accounts targeted in Playbooks and Campaigns.

 

If you want to proceed updating an existing ICP Model saved in RollWorks follow these steps:

  • Log in to RollWorks and go to Settings > Ideal Customer Profile.
  • Click Edit next to the ICP you want to update.

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