Essay · 12 min read

ICP marketing done right

Kyle Poyar · Growth Unhinged Freemium Advanced

Kyle Poyar writes for people running go to market at growth stage B2B companies, so this piece is useful once your ICP needs to hold up across sales, marketing, and product, not just your own instinct. He is specific about the difference between saying you are focused on an ICP and being able to show the data behind it. A good gut check for founders who think they have an ICP but could not produce this chart if asked.

  • Being focused on an ICP means you can count exactly how many accounts fit it.
  • Combine firmographics, technographics, and buying intent signals, not firmographics alone.
  • Most teams claim ICP focus but cannot back it with real account level data.
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The question it answers

  1. What is an ideal customer profile and how do I define mine?

Read with it

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  5. Market size is meaningless until you know exactly who you're for, and Lenny turns that into a concrete, repeatable ICP exercise... Lenny's Newsletter Article · ~15 min read How to identify your ideal customer profile (ICP) Lenny Rachitsky
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