THE B2B ICP PLAYBOOK

What's inside

• Why firmographic-only ICPs collapse demand programs (and what they cost you)

• The 4 layers of a real B2B ICP: Firmographic Fit, Operational Trigger, Buying Psychology, and Deal Dynamics

• A data-driven method to identify your real ICP from closed-won deals, lost deals, and sales interviews

• The difference between TAM, ICP, and Active ICP, and why scaling means narrowing, not expanding

• A four-part ICP validation checklist to use before you scale spend or expand targeting