If you’re tired of sending cold emails that land with a thud, or chasing leads who never buy, you’re not alone. Most B2B outreach falls flat because it’s aimed at the wrong people. Building a solid ideal customer profile (ICP) is how you stop wasting time and start getting replies from folks who actually want what you’re selling.
This guide is for sales and marketing folks who want to build a razor-sharp ICP inside Xfactor — so your outreach hits home and your pipeline fills up with real opportunities.
Let’s skip the fluff and get to the good stuff.
Why bother with an Ideal Customer Profile?
It’s tempting to think, “More leads, more sales.” But if you’re targeting everyone, you’re really targeting no one. An ICP helps you:
- Find companies that actually have a problem you solve
- Keep sales and marketing on the same page (finally)
- Avoid chasing dead ends or time-wasters
You don’t need a 20-page slide deck or an MBA to do this well. You just need a bit of focus, some honest data, and a willingness to adjust as you learn.
Step 1: Get Clear on What Actually Works
Before you open Xfactor, take stock:
- Who are your best customers right now? Not just the biggest, but the happiest and easiest to work with.
- Who churns or wastes your time? Be honest. List them out.
- What’s the common thread? Look for patterns: industry, company size, tech stack, pain points, budget, geography, etc.
Pro tip: Don’t just guess. If you’re not sure, talk to your sales reps or look at your CRM. “Gut feel” is a start, but data is better.
What to ignore: Vanity metrics. Just because you landed a big logo once doesn’t mean you should chase more like them—especially if they were a nightmare to close.
Step 2: Fire Up Xfactor and Start Building
Now you know what you’re aiming for, it’s time to get your hands dirty in Xfactor.
2.1 Set Up a New Customer Profile
- Log in and head to the ICP section.
- Click “Create New Profile.”
- Give it a name you’ll recognize (not “ICP v3 FINAL FINAL”).
2.2 Enter the Firmographics
Start with the basics:
- Industry: Be specific. “Tech” is too broad. “SaaS companies with 50-200 employees” is better.
- Company size: Revenue, employee count, or both.
- Location: If you only sell in North America, don’t waste time elsewhere.
Xfactor usually pulls from a solid database, but double-check for weird gaps or outdated info.
2.3 Layer in Technographics and Tools
This is where Xfactor shines. You can filter companies by the tools they use. If your product integrates with Salesforce, for example, only target companies using Salesforce.
- Add tech stack requirements (e.g., Hubspot, AWS, G Suite)
- Exclude stacks that don’t fit (e.g., companies still using Lotus Notes… run)
Pro tip: Don’t get lost in the weeds. Pick the top 2-3 “must-have” tools, not every possible integration.
2.4 Add Behavioral and Buying Signals
If Xfactor offers intent data or buying signal filters, use them. Look for:
- Companies recently hiring for roles related to your product
- Recent funding rounds (but don’t assume all funded companies are a fit)
- Activity on social or in the news about relevant business changes
What to ignore: Don’t chase every company that’s “growing fast.” Growth can mean chaos, not buying power.
Step 3: Tighten Up with Real-World Filters
There’s a difference between “could buy” and “will buy.” Here’s how to get closer to the second group:
3.1 Exclude the Obvious Misses
- Block companies you’ve failed to close three times already.
- Cut out industries where you’ve never won a deal.
- Remove subsidiaries or holding companies if you always need to talk to the parent org.
3.2 Prioritize the “Lookalikes”
Some platforms (including Xfactor) let you upload your best customer list to find “lookalikes.” This is usually more useful than generic filters.
- Upload your top 10-20 logos
- Let Xfactor suggest similar profiles
- Sanity-check the list—algorithms miss the human context
Pro tip: Don’t trust AI blindly. It’s a tool, not a crystal ball.
Step 4: Build Out the Details (But Don’t Overthink It)
It’s easy to fall down the rabbit hole of endless criteria. Focus on high-impact details:
- Pain points: What do your best customers complain about before they buy?
- Decision makers: Who signs the check? Who blocks deals?
- Budget range: If you know it, add it. If not, make a reasonable guess.
What to ignore: Overly detailed psychographics (“They value innovation and love coffee”). If you can’t act on it, leave it out.
Step 5: Save, Test, and Refine
This is where most people drop the ball. Don’t just build your ICP and forget it.
5.1 Save and Document
- Save your ICP in Xfactor with a clear description of who’s in and who’s out.
- Share it with your team. Get feedback—especially from reps who are in the trenches.
5.2 Run a Test Campaign
- Pull a list of prospects from your new ICP.
- Send a small batch of outreach—personalized, not spray-and-pray.
- Track replies, meetings booked, and deals started.
5.3 Review and Iterate
- Did you get responses from the right people?
- Any duds or surprising wins?
- Tweak your filters. Don’t be afraid to drop a criterion if it’s getting you nowhere.
Pro tip: It’s normal to tweak your ICP every month or two as you learn. The goal isn’t perfection—it’s progress.
Step 6: Use Your ICP Where It Actually Matters
Don’t let your ICP collect dust. Use it to:
- Build targeted prospect lists
- Train new reps (so they don’t waste time on bad fits)
- Align marketing and sales efforts
- Say “no” faster to leads who are a bad fit
What to ignore: Fancy reports that no one reads. The real value is in the day-to-day use.
Real Talk: What Works, What Doesn’t
- Works: Keeping your ICP simple, grounded in real data, and revisiting it often.
- Doesn’t work: Overcomplicating things, trusting algorithms without human input, or assuming yesterday’s ICP works forever.
- Ignore: Hype about “AI-powered targeting” being magic. It’s helpful, but not a replacement for common sense.
Keep It Simple and Keep Going
Building an ICP in Xfactor isn’t rocket science. The hard part is being honest about what’s working, staying focused, and updating as you learn.
Don’t wait for the “perfect” profile. Start simple. Test. Adjust. The best outreach comes from knowing exactly who you’re talking to—and why.
Now, go build your ICP and start talking to people who actually want to hear from you.