Ideal Customer Profile 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.

Understanding what firmographic and technographic attributes make up your best customers is important so that you can allocate resources and budget towards accounts that are most likely to become your company’s most valuable customers:

• Firmographic attributes: the information that describes companies based on their characteristics. These include geographic location, industry, vertical, company size, and company revenue.
• Technographic attributes: the information that describes the use of technology solutions by a company and its employees. For example Marketo, HubSpot, Pardot, Mailchimp, etc.

You can arrive at your Ideal Customer Profile definition from different paths. For example:

• By looking at your existing best customers (quickest to close, most profitable, best retention, etc.)
• Using a predictive model.
• Using the ICP definition provided by your organization's senior management.

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

What is an ICP training data set

In the RollWorks platform, you uncover the attributes that make up your ICP (Ideal Customer Profile) by taking a list of accounts that make up your best customers or accounts that your senior management has defined as the best fit for your organization. This is your ICP training data set. 

Using this training data set RollWorks will do the following:

• Analyze this data set to identify the firmographic and technographic attributes that define your Ideal Customer Profile.
• After you save this training data set as an 'Ideal Customer Profile' in RollWorks, our algorithm will create a predictive Account Scoring Model (ICP scoring model) based on this data set that will be used to grade all the accounts in the RollWorks database with an Account Score from A (highest fit) to F (lowest fit).

Go to this help center Account Scoring Guide to learn more about how Account Scoring works and how you can leverage ICP Fit Grade in your ABM Strategy.

Benefits

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

• Understand 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.
• Assess the fit of accounts: We will grade all the accounts in the RollWorks database and in your Account Lists, using a scoring model that uses your ICP as a training model. From A (highest fit) to F (lowest fit). Learn more about Account Scoring.
• Create and segment Account Lists based on fit: After all the accounts are scored you can create Account Lists and Account Groups that resemble your ICP for better segmentation and prioritization.
• Discover new unknown accounts: Find new accounts that fit your ICP and that aren’t on your CRM by creating Account Lists using ‘RollWorks Company Attributes’ and ‘ICP Fit Grade’ attributes only.
• Marketing & Sales Alignment: Align with your sales team by syncing your Ideal Customer Profile and your A-to-F ICP Fit Grade to Salesforce.

Who can access

Customers with a RollWorks subscription package have access to create Ideal Customer Profile Models. The number of Ideal Customer Profile Models that you can create depends on your package.

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

Data Sources

In RollWorks you can create your ICP training data set using a CSV file, Salesforce data, or HubSpot data.

Create an ICP training data set

Login to RollWorks and go to 'Settings' > 'Ideal Customer Profile' and click 'Create ICP'

You can create ICP training data sets using these data sources:

• • CSV file - Jump to create an ICP training data set by uploading a CSV file.
  • Salesforce data - Jump to create an ICP training data set using Salesforce data.
  • HubSpot data - Jump to create an ICP training data set using HubSpot data.

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 is grading is complete you will receive an email notification as follows:

Upload a CSV file

• Login to RollWorks and go to 'Settings' > 'Ideal Customer Profile'
• Click 'Create ICP'
• Select the Data source 'Upload a CSV' from the drop-down menu
• Upload a CSV file following the requirements below:
  • • 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 with Salesforce 

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

• Login to RollWorks and go to 'Settings' > 'Ideal Customer Profile'
• Select one of the Salesforce Data Sources available:
• Salesforce Account
• Salesforce Opportunity
• 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.
• Data Source = Salesforce Opportunity
• Stage = Closed Won
• Closed Date within all time
• Enter a Name for your Ideal Customer Profile and select an Avatar.
• Click 'Save ICP'.

Create with HubSpot

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

• Login to RollWorks and go to 'Settings' > 'Ideal Customer Profile'
• Select one of the HubSpot Data Sources available:
• HubSpot Company Account
• HubSpot Deal
• Define the logic using AND/OR statements to combine any HubSpot Company and Deal attributes. For example, accounts with a HubSpot Deal closed-won in the past.
• Data Source = HubSpot Deal
• Deal Stage = Closed Won
• Closed Date within all time
• The logic that you define must result in at least 200 accounts, for RollWorks to be able to create a model.
• Enter a Name for your Ideal Customer Profile and select an Avatar
• Click 'Save ICP'.

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.

How can I update my existing Ideal Customer Profile training data set?

The ICP you save in RollWorks is used as the training data to score all accounts in the RollWorks database and in your Account Lists using the ICP Fit Grade A to F. Updating your ICP in RollWorks will reset the training data used to score your accounts and will change the ICP Fit Grade for all accounts based on your updated ICP. This can result in changes to your Account Lists and the accounts targeted in Playbooks and Campaigns if you are using the attribute ICP Fit Grade to define your Account Lists.

If you want to proceed to update the ICP saved in RollWorks:

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

Watch Video Lessons

🎓  Determining your Ideal Customer Profile 

In this video we’ll go over the following topics:

    🤔  What an Ideal Customer Profile is

    🤩   Why knowing your ICP matters

    ✍️   How to define your company ICP

Need help accessing this video? Email community@rollworks.com