Your ICP is a description, not a filter
'Mid-sized manufacturers who care about quality' cannot be turned into a search. A usable ICP is a set of filters — headcount, geography, tech stack, trigger events — that returns an actual list of companies.
ICP & Market Research
Deciding precisely who to go after, before spending a rupee chasing them.
Almost every failed outbound programme fails at the list, not the copy. If the ideal customer profile is 'B2B companies in India', no amount of clever sequencing will save it. The research phase is where outbound is won — it is also the phase everyone skips because it produces no sends.
The problem
What this normally looks like before we start.
You are selling to the wrong seat
The person who feels the pain, the person who owns the budget and the person who blocks the deal are frequently three different people. Sequences written to only one of them stall in month two.
Nobody has asked why the wins actually closed
The pattern in your best twenty customers is sitting in your own CRM, and almost nobody mines it before buying a new data tool.
What we do
The actual work.
01
Mine the wins you already have
We work backwards from your closed-won accounts: what they had in common, what triggered the purchase, who signed, and how long it took. Your own history is the best data you will buy this year.
02
Turn the profile into filters
Industry codes, headcount bands, revenue proxies, location, hiring signals, technologies in use. Everything expressed as something a database can actually return.
03
Map the buying committee
Champion, economic buyer, blocker and end user — named by title, with the message each one needs to hear and the objection each one raises.
04
Size the market honestly
How many accounts genuinely match, not a total-addressable-market slide. If the real number is 400 companies, the programme should be built for 400 companies, not for a scale it will never reach.
05
Define the triggers worth waiting for
Funding, hiring, expansion, leadership change, new compliance requirement. Timing is the difference between a cold email and a well-timed one.
What you get
Deliverables.
- ✦Closed-won analysis from your existing CRM or records
- ✦Written ICP with database-ready filters
- ✦Buying-committee map with titles and objections
- ✦Realistic account count by segment
- ✦Trigger-event list with monitoring sources
- ✦Segment-level messaging angles
- ✦Disqualification criteria — who we will not contact
- ✦Prioritised tier list: A, B and C accounts
What good looks like
Benchmarks.
- Typical research window
- 2–3 weeks
- Inputs used
- Your CRM, calls, market data
- Output
- Filters, not adjectives
- Reviewed
- Quarterly, against what closed
How we’re different
Why this is worth handing to us.
We write the disqualification rules too
Knowing who to leave out is what keeps a list clean and a reply rate honest. It is also the part that saves the most money.
Research is billed once, not embedded forever
This is a defined piece of work with a deliverable you keep, whether or not you run the campaigns with us.
We size it before you commit
If the addressable list is too small for outbound to work, we would rather tell you at the research stage than take a twelve-month retainer.
Questions we get
Straight answers.
We already know who our customers are. Do we need this?+
You may well know. The question is whether it is written down as something a database can execute, and whether it matches what actually closed rather than who you enjoy selling to. The gap between those two is where most outbound budget disappears.
What if we have no CRM history to analyse?+
Then we build the profile from interviews with your sales and delivery teams, plus competitor and market research, and treat the first outbound cohort as a deliberate learning exercise with a smaller list.
Can you research a market we haven't entered yet?+
Yes — that is one of the more useful versions of this work. We size the segment, map the committee and test messaging on a small cohort before you commit to hiring or a full programme.
Get the list right before you send anything.
We'll analyse your best accounts and come back with an ICP you can actually run a search on.
Usually paired with
Database Building
Built lists, not bought ones — assembled from Apollo, Lusha, Fetcher and manual research.
Read →Cold Email Campaigns
Sequenced, tested and tracked — written to be answered, not admired.
Read →Meeting Booking
SDR-as-a-service — replies worked into calendar invitations that get attended.
Read →Pipeline Reporting
Every reply accounted for, from first touch to closed revenue.
Read →