You wouldn’t try and sell dog food to a cat owner. But when your audience targeting is weak, that’s exactly what you’re doing.
If you’re talking to the wrong people, your marketing won’t work.
Whether you’re selling protein shakes or payroll software, the same rule applies:
That’s where two simple tools come in, Ideal Customer Profiles (ICP) and Buyer Personas. Most businesses confuse them, ignore them, or use them badly. And that’s why their ads flop, emails get ignored, and budgets disappear without results.
Let’s fix that.
Ideal Customer Profile (ICP): Who’s Actually a Good Fit?
Your ICP is the big-picture view. It describes the kind of customer (or business) that’s most likely to buy from you, get value, and stick around.
For B2B, it might be:
- Companies with £2–10M turnover
- Based in the UK
- In sectors like property, finance, or manufacturing
For B2C, it could be:
- Women aged 30–45 in London
- Who shop online monthly
- And value eco-friendly packaging
🚫 If someone doesn’t fit your ICP, it doesn’t matter how good your product is, they’re not your customer.
Buyer Personas: Who’s Making the Decision?
Buyer personas zoom in. They describe the real people behind the purchase, what they care about, what stresses them out, and how they make decisions.
Think:
- “Startup Sam” wants tools that save time.
- “Busy Brenda” needs quick delivery and no faff.
- “Operations Ollie” has to justify every penny he spends.
Good personas go beyond job titles or income brackets. They focus on the emotional stuff, frustrations, fears, ambitions.
That’s what shapes buying behaviour.
So, Do You Need Both?
Yes—and here’s why:
- Your ICP tells you who’s worth marketing to.
- Your Personas tell you how to market to them.
If you only have one, you’re either spraying ads at the wrong people or delivering the right message to the wrong person. Either way, it’s wasted spend.
How to Get Started
✅ Look at your best customers, what do they have in common?
✅ Create a basic ICP: age, location, budget, business size, etc.
✅ Interview a few real customers and note what they actually care about.
✅ Draft 2–3 buyer personas. Think real people, not stereotypes.
✅ Share with your team so sales, marketing, and support all stay on the same page.
If you’re sick of marketing that doesn’t land, chances are you’re not speaking to the right people, or not saying the right things when you do.
Fix that, and your next campaign won’t just look good, it’ll actually work.
