ICP Definition Template
for B2B SaaS.
A template for defining your Ideal Customer Profile with firmographics, behaviors, and disqualifiers. Firmographic-led: company size, function, role.
Get the templateWhat's included
- Firmographics
- Triggers
- Behaviors
- Disqualifiers
- Acquisition channels
- Champion role
Why this version
Firmographic-led: company size, function, role.
A sharper ICP usually beats a broader funnel.
How B2B SaaS use this template.
For B2B SaaS, ICP definition is firmographic-led: company size (employees, revenue), function (Engineering, Sales, Marketing, Ops), role (IC, manager, executive), and behavioral attributes (uses competing tools, uses adjacent tools). The sharper the ICP, the higher the conversion. Most B2B SaaS over-broadens ICP early and loses focus. Sharpening to a 100-company target market beats targeting "all SaaS companies".
B2B SaaS-specific gotchas
- Firmographics first: size, function, role
- Add triggers: what causes them to look for solutions
- Behaviors: what tools do they currently use
- Disqualifiers: who shouldn't buy from us
- Champion role: who internally pushes for purchase
A B2B SaaS sharpens ICP from "B2B companies" to "Series A-B SaaS with 50-200 employees, engineering team of 10+, currently on Jira". Conversion rate from outbound: 3% to 12%.
Common B2B SaaS questions
How often should we re-evaluate ICP?
Quarterly at fast-growing startups; annually at scale-ups.
What if our customer base is broader than our ICP?
Normal. ICP is who you target; customer base includes who finds you.
Templates are starts.
If you want senior practitioners filling in this template for a specific B2B SaaS engagement, brief us.
Brief us