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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.
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 → ICP. 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 for Generate with AI, Write with AI, enrichment research and Intent fit.
Find your ICP from data you already have#
- List your 10 best customers: fastest to close, happiest, highest value.
- Write down what they have in common: size, industry, title of the buyer, the trigger that made them buy.
- List 5 bad-fit customers: churned or painful to serve. Those are your disqualifiers.
- Ask SalesGPT: "Which titles and companies replied positively most often?"
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.
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.
