The B2B go-to-market playbook is changing.
For years, companies relied on an Ideal Customer Profile (ICP) to guide targeting, campaigns, and sales motions.
But here’s the truth: a broad ICP is too blunt to win in today’s market.
Your marketing team wastes budget on audiences that never engage.
Your sales team spends hours chasing low-potential leads.
Your messaging ends up generic because it’s aimed at “an industry,” not a precise market type.
It’s time to get sharper.
A traditional ICP might say:
That’s neat in a slide deck — but in practice, it lumps thousands of different businesses into one bucket.
Not every SaaS company has the same priorities.
Not every VP of Marketing faces the same problems.
Some are ready to buy today; some will never be a fit.
Result: your GTM team spreads effort too thin.
ICP Segmentation is the process of breaking down your big, broad ICP into progressively narrower levels until you reach clearly defined segments you can target with precision.
It’s not about picking one account — it’s about defining types of accounts with shared characteristics.
The structure looks like this:
Example:
Now you’re speaking to a smaller, more homogeneous group — which means your message can be hyper-relevant.
Once you’ve narrowed your ICP down to a specific segment, the real magic happens.
This is where we go beyond simply naming the segment to actually understanding it in depth.
We call this deep dive a Segment 360™ — a complete, 360-degree profile of that market type.
Here’s what goes into it:
The factual snapshot of the segment:
Think of this as the “business card” of the segment — the who and what.
The defining characteristics that make this segment attractive to you.
Examples:
These are the factors that separate high-fit segments from the noise.
The pain points your solution can directly address for this segment.
Maybe it’s:
This is where you connect their world to your value.
Not all needs are created equal.
We rate them using criteria like:
This helps you prioritize messaging and outreach.
Who’s involved in the buying process — and what they care about.
We identify:
And we map how each stakeholder is impacted by the problem (and your solution).
The unique signs that tell you when a segment account is ready to buy.
For example:
These are your real-time alerts for sales and marketing activation.
Where the segment is heading:
Trends help you decide if this is a segment to double down on — or exit.
With Segment 360s, you’re not just saying “We sell to SaaS marketplaces with PLG motion.”
You’re saying:
“We know exactly who they are, what they need, how important those needs are, who to talk to, when they’re ready, and where they’re headed.”
That’s the level of precision your GTM strategy needs in 2025.
When you have Segment 360s for each priority segment, your GTM motions become sharper and more predictable.