ai-marketing-skills/outbound-engine/references/icp-template.md

ICP Data Collection Template

Use this template when defining the Ideal Customer Profile. Collect all fields before writing copy.

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ICP Definition

Client/Campaign: _______________ Date: _______________ Collected by: _______________

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Target Titles

Who specifically receives these emails? List primary and secondary titles.

Primary titles (high intent):

• e.g., VP of Marketing
• e.g., Director of Demand Generation
• e.g., Head of Growth

Secondary titles (acceptable, lower priority):

• e.g., CMO (at smaller companies)
• e.g., Marketing Manager (if company size <50)

Never target:

• e.g., Coordinators, Interns, Assistants (unless specifically requested)

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Target Industries / Verticals

Primary verticals: 1. 2. 3.

Secondary verticals (test, not primary): 1. 2.

Excluded verticals (anti-ICP):

• e.g., Non-profits (budget constraints)
• e.g., Government (procurement timelines)
• e.g., [Specific vertical you can't serve]

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Company Size

Employee count range:

• Minimum: ___
• Maximum: ___
• Sweet spot: ___

Revenue range (if targeting by revenue):

• Minimum ARR/Revenue: $___
• Maximum: $___

Funding stage (if relevant):

• e.g., Series A+
• e.g., Bootstrapped >$5M revenue
• e.g., PE-backed

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Geographic Targeting

Primary markets:

• e.g., US only
• e.g., US + Canada
• e.g., English-speaking markets

Excluded regions:

• e.g., APAC (different sales motion)

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Buying Signals / Trigger Events

What makes a company more likely to buy right now?

• e.g., Recently hired a new VP Marketing (job posting signal)
• e.g., Raised funding in last 6 months
• e.g., Launched new product in last 90 days
• e.g., Running paid search (visible via SpyFu/SemRush)
• e.g., Job listings for [role] signal they need help

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Anti-ICP (Explicit Exclusions)

Who should never receive these emails?

Company characteristics:

• e.g., <10 employees (too small, no budget)
• e.g., Bootstrapped and not scaling
• e.g., Already a current client

Contact characteristics:

• e.g., No verified email (bounce risk)
• e.g., Missing firstName (won't personalize)
• e.g., Opt-out list

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Offer-to-ICP Fit

What's the primary offer?

• Free audit
• Free trial
• Demo
• Strategy call
• Content/report download
• Other: _______________

Why this offer for this ICP? (One sentence — if you can't answer this, the offer needs rethinking)

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Known Objections

What does this ICP typically say no to?

How we address objections in copy: (Don't address all of them — pick the one that kills the most deals and neutralize it in Step 3 or 4)

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Personalization Data Available

What data fields are available per lead?

• firstName ✓ (required)
• companyName ✓ (required)
• personalization field — source: _______________
• Industry
• Employee count
• LinkedIn URL
• Other: _______________

Personalization source:

• e.g., Clay enrichment
• e.g., Apollo export
• e.g., Manual research (for small lists)
• e.g., None (template must work without it)

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Notes / Special Instructions

Any other context the copywriter needs:

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