---
title: "Define your ICP (ideal customer profile)"
description: "Write an ideal customer profile that gets replies and turn it into rules that score every prospect: the parts of a strong ICP, filters and examples."
url: https://prosyo.com/docs/prospects/define-your-icp/
section: "Prospects and lists"
updated: 2026-11-06
---

# Define your ICP (ideal customer profile)

Your ICP decides who you contact and what AI writes for them. A sharp ICP is the biggest single driver of reply rates. It matters more than copy, more than volume and more than tooling.

![Settings → Workspace → Ideal customer with your ideal customers on the left, Describe them in your own words, and Fill in the rules for me](https://prosyo.com/wp-content/uploads/prosyo-docs/builds/20261105-205402-lvcu5rib/assets/assets/settings-ideal-customer.webp)

**Watch: build an ICP-first LinkedIn sequence**

https://youtu.be/4OhEOdM66PI

## What a good ICP includes

| Part | Weak | Strong |
|---|---|---|
| **Industry** | "Tech companies" | "B2B SaaS selling to mid-market" |
| **Company size** | "SMBs" | "20–200 employees" |
| **Geography** | "Global" | "UK, Ireland, Netherlands" |
| **Titles** | "Decision makers" | "Head of Sales, VP Sales, Founder (under 50 employees)" |
| **Trigger** | — | "Hiring SDRs, or raised funding in the last 6 months" |
| **Pain** | "Wants growth" | "Pipeline depends on the founder's network. No outbound motion." |
| **Disqualifiers** | — | "Agencies, companies with a 10+ person SDR team" |

## Write it in Prosyo

Put it in **Settings → Workspace → General**, in the **Ideal customer profile** box, and click **Save changes**. It's the same text as **Describe them in your own words** on your first ideal customer under **Settings → Workspace → Ideal customer**, so you can write it in either place. If you keep several ideal customers, AI writing and research use the description of the newest one that's switched **On**. Owners and admins can edit it. Plain language works best:

```
We sell to B2B SaaS companies with 20–200 employees in the UK and EU.
Buyers: Heads of Sales, VPs of Sales, and founders at companies under 50 people.
Best fit: they're hiring SDRs or recently raised funding, and pipeline still
depends on the founder's network.
Not a fit: agencies, companies with large SDR teams, B2C.
```

AI uses this when it drafts a whole campaign (**Generate with AI**), writes campaign steps (**Write with AI**) and AI comments on posts, researches prospects (the **ICP fit** in [enrichment](https://prosyo.com/docs/prospects/enrichment.md)), and writes Intent research and first messages. Fit scores from 0 to 100 come from the rules below.

## Turn it into rules that score every prospect

Right after onboarding, Prosyo turns your ICP sentence into ideal-customer rules for you. Check and refine them in **Settings → Workspace → Ideal customer**, where Prosyo scores every prospect and Intent lead from 0 to 100 for fit, with the reasons.

- Write a sentence and choose **Fill in the rules for me**, or set the rules yourself: seniority, department, job titles that fit and that don't, industries, company size, locations and company keywords.
- **Never a fit** lists companies, websites and job-title words that always score zero, such as customers, partners or competitors.
- **What matters most** sets how much each part counts. When something about a person is unknown, that part counts for half rather than nothing. Places, job titles and industries are understood in many languages and at any level: "Europe" covers someone in Berlin, and "Geschäftsführer" is read as a C-level role.
- You can keep several ideal customers. Each person's best match counts.
- **What your replies say** suggests roles and industries that reply more often than average.
- **Who counts as High-intent ICP** sets the score thresholds and the morning email with new High-intent ICP people. It goes to owners and admins at 9:00 in your workspace time zone, only on days with something to act on.

### Automatic delivery

**Automatic delivery** chooses who gets your plan's included [Intent](https://prosyo.com/docs/prospects/intent.md) people:

- **Deliver people with a fit score of at least:** Anyone showing interest, 40 · loose match, 50 · good match (recommended), or 70 · strong match only.
- **Spread my included people across the month:** on by default, so you get fresh people every day. High-intent ICP people always arrive right away.

Owners and admins can edit. Saving updates fit scores within a few minutes and delivers any waiting matches straight away.

## Find your ICP from data you already have

1. List your **10 best customers**: fastest to close, happiest, highest value.
2. Write down what they have in common: size, industry, title of the buyer, the trigger that made them buy.
3. List **5 bad-fit customers**: churned or painful to serve. Those are your disqualifiers.
4. Share your notes with [SalesGPT](https://prosyo.com/docs/ai/salesgpt.md) and ask: *"What do these customers have in common, and which roles should I focus on?"*

## Turn the ICP into Sales Navigator filters

| ICP part | Sales Navigator filter |
|---|---|
| Industry | Industry |
| Size | Company headcount |
| Geography | Geography |
| Titles | Current job title + Seniority level |
| Trigger | Changed jobs in past 90 days · Posted on LinkedIn in past 30 days · Company headcount growth |

Save each combination as a separate list, for example *"ICP-A: UK SaaS Heads of Sales"*. See [Import from Sales Navigator](https://prosyo.com/docs/prospects/import-linkedin.md).

## Slice it: one message per slice

Don't send one message to your whole ICP. Split it into slices where the **same message fits everyone**:

- by **title** (founders care about different things than VPs),
- by **trigger** (a job changer vs a company that's hiring),
- by **region** (timezone, language, examples).

Each slice gets its own list and campaign. Compare them in Reports.

## ICP examples

**Marketing agency**
> Founders and heads of marketing at D2C e-commerce brands doing $2M–$20M revenue in the US, running paid social in-house, with no dedicated performance marketer.

**Dev shop**
> CTOs and founders at seed to Series A startups (10–60 people) in Europe, hiring 2+ engineers, building on React/Node.

**B2B consultant**
> COOs and heads of operations at 50–500 person logistics companies in the UAE and Saudi Arabia, currently hiring for operations roles.

**Local business service**
> Owners of dental and physiotherapy clinics with 2–10 locations in [city/region].

## Review it monthly

Every month, look at who replied positively and who booked meetings. Tighten the ICP toward them and remove slices that never reply.