Turn Your ICP into Action and Achieve More B2B Conversions in 2025

Those marketers who do the hard work to develop a rock-solid Ideal Customer Profile (ICP) know that it’s more than worth the effort. Research from HubSpot and Gartner highlights that companies with well-defined ICPs achieve up to 68% higher account engagement and 33% faster sales cycles.

The truth is, without a structured ICP, businesses risk targeting the wrong prospects and missing out on high-value opportunities. A well-crafted ICP ensures that your campaigns reach the right companies and decision-makers—those most likely to benefit from your product or service—and that your budget and resource allocations are optimized.

Heinz Marketing, a B2B marketing consulting company, notes that “once your ICP is established, identifying the buying groups within your targeted companies is critical.” These groups will include key decision-makers and influencers with varying levels of responsibility or authority.

According to the Heinz team, a proper ICP includes:

Firmographics: Who They Are

- Industry & geography

- Company size (employees/revenue)

- Growth stage & revenue model

- Regulatory considerations

 

Technographics: What They Use

- Tech stack & integration needs

- IT budget & compliance standards

 

Psychographics: Why They Buy

- Key pain points & business objectives

- Buying triggers (expansion, compliance changes, etc.)

- Decision-making processes

 

Once your ICP and buying committee are defined, personas serve as the bridge between strategy and execution. Heinz Marketing says they help answer critical questions:

 

- What messaging resonates with different decision-makers?

- Where do they consume content?

- What information do they need at each stage of the buying journey?

 

From Insights to Action: Level Up Your ICP

Your ICP and buyer committee definitions provide a framework for understanding who your prospects are—but more insights are needed for a successful campaign. To dig in deeper, here are three modern approaches we use with our Fortune 2000 clients to unlock additional data findings about prospects, leading to improved personalization, relevance, and results, from increased conversions to higher campaign ROI:

1. Bring in B2B2C Data: We have all witnessed the emergence of the B2B2C movement, where the lines between our personal and professional lives are blurring. In step with this shift, it makes good marketing sense for our ICPs--and the campaign audiences we build to align with them--to focus on a more complete view of the prospect, encompassing their life at work and home.

Our Universal Person Marketing (UPM) database, used by our Fortune 2000 clients to fuel highly scalable customer acquisition campaigns, addresses the B2B2C movement, weaving together a variety of B2B2C prospect attributes. It enables more personalized and effective campaign targeting across channels like direct mail, email, social media, connected TV, and programmatic advertising. The database contains 145 million business contact records with linkage to residential addresses and alternate emails on 90 million of those records, which is an exceptional match rate. 

Through our data linkage service, we can link and overlay consumer audience demographics such as:

-  Marital status

 - Children

- Income

- Gender

- Age

- Residential address

- LinkedIn profile

 

These demographics are layered on top of B2B attributes, such as:

- Email

- Firmographics

- Job title

In addition, we offer both company- and contact-level social URLs, mobile phone numbers, and a range of LinkID overlays.

With all of this added information, you can't help but better understand who your prospects are and what motivates them. Most importantly, the B2B2C data remains anonymized at the execution interface to support privacy regulations. Here is an example of how we worked with a leading e-commerce platform provider to execute this strategy.

2. Precision Audience Building and Targeting: Today, with personalization being more critical than ever, every marketing message you craft and activate should demonstrate that you know who you’re engaging with and what that person values. To deliver on this promise, the most critical first step in every campaign should be audience building that not only aligns with your ICP but also takes it up a notch – whether it's for email marketing, connected TV or programmatic advertising, or omni-channel.

In reality, generic audiences built around a limited or non-descript set of attributes don't cut it anymore. That’s why OMI developed a results-driven digital audience-building service. Leveraging our extensive B2B Living File® data, which includes over 145 million professional contacts with director-, manager- and professional-level and above titles, we craft highly targeted, precision audiences to fuel omni-channel campaigns. This ensures you use your marketing budget efficiently, reaching the most relevant prospects to boost campaign results.

By incorporating intent monitoring—uncovering prospects whose recent online behavior shows interest in specific offerings just like yours—and using B2B2C data, we help you execute more personalized and relevant campaigns, leading to higher ROI. Simply put, intent-driven strategies ensure that marketing messages reach the right people at the right time.

3. Build an In-House Identity Graph: As data privacy regulations have evolved, identity graphs have come into play to give brands a powerful way to use anonymized prospect data at scale. However, many brands are now moving away from third-party identity solutions to build their own in-house identity graphs to gain more control of their data. A robust identity graph integrates first-party customer data with external firmographic and behavioral insights, allowing for more effective personalization while maintaining privacy compliance.

To optimize and build out their identity graphs, top brands are turning to third-party data providers like OMI to fill in the data gaps. For example, by leveraging our comprehensive B2B2C data, brands can ensure that outreach efforts connect with the right individuals across multiple personal and professional touchpoints to optimize campaign results.

Ready to refine your ICP and supercharge your customer acquisition efforts? Let's talk. We offer guidance, solutions, and support across all three strategies above--and more. Reach out to our team today.