ICP (Ideal Customer Profile)
An Ideal Customer Profile (ICP) is a detailed description of the company that gets the most value from your product — defined by industry, size, revenue, tech stack, and buying behaviour.
An Ideal Customer Profile is the foundation of every effective B2B content program. It defines the type of company — not person — that gets the highest value from what you sell, churns the least, and refers the most. Without a clear ICP, your content has no defined audience and ends up written for everyone, which means it resonates with no one.
A strong ICP goes beyond basic firmographics like industry and company size. It includes the stage the company is at (seed-stage vs. Series B), the tech stack they use, the team structure around the problem your product solves, the budget they typically allocate, and the specific triggers that cause them to start evaluating solutions like yours.
For content marketing, the ICP determines everything: the topics you write about, the language you use, the objections you address, and the channels you prioritise. A fintech company targeting enterprise banks writes completely different content than one targeting credit unions — even if the product is identical.
Most B2B companies think they have a clear ICP but actually have a wish list. The test: look at your best five current customers — the ones with the highest lifetime value, lowest support load, and most referrals. Your ICP is built from what they have in common, not from who you wish would buy.
Content written without a clear ICP is unfocused by definition — every word, topic, and CTA needs a specific company profile to optimise for
A sharp ICP reduces wasted content spend — instead of covering every possible topic, you cover the topics your best-fit buyers actually search for
ICP alignment between marketing and sales shortens the sales cycle — when content pre-qualifies the right leads, sales spends less time on poor-fit conversations
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Full glossaryBuyer Persona
A buyer persona is a semi-fictional profile of an individual decision-maker or influencer in your buying process — built from research on their role, goals, pain points, and behaviour.
Content MarketingBottom-of-Funnel Content
Bottom-of-funnel (BOFU) content targets buyers who are close to making a purchase decision — comparison pages, case studies, pricing guides, and alternatives content.
SEOKeyword Intent
Keyword intent (also called search intent) is the underlying goal a searcher has when they type a query — informational, navigational, commercial, or transactional.
B2B SaaSMQL (Marketing Qualified Lead)
A Marketing Qualified Lead (MQL) is a prospect who has shown enough interest in your product to be considered ready for sales outreach, based on defined behavioural criteria set by the marketing team.