ICP briefs
An ICP brief is a description of your ideal customer profile for a specific vertical. It tells Kai what a good-fit company looks like, what pain they typically have, and what angles to lean into when writing outreach for that vertical.
What ICP briefs are for
Kai writes outreach for contacts across different verticals. Media and Publishing companies have different pain points, terminology, and buying contexts than Fintech companies. ICP briefs give Kai that vertical-specific context so it does not write generic copy that could apply to anyone.
ICP briefs are also used by the 24/7 sourcing engine to score candidates. A brief that describes the company characteristics of a good ICP fit gives Kai a richer filter than a simple keyword list.
What to include
A useful ICP brief covers:
- Company profile: Size (employees or revenue), industry sub-categories, growth stage, geographic focus
- Buying signals: What behaviours or characteristics indicate this company is likely to buy now rather than later
- Core pain: The specific problem they have that your product solves, in their language, not yours
- What they care about: The metrics and outcomes they optimise for
- Negative ICP signals: What disqualifies a company, what makes them a bad fit even if they look right on paper
Where to find it
ICP briefs live in Settings, in the Vertical ICP section. There is one brief per vertical. Edit the brief for the vertical you are actively running campaigns in. Changes take effect on the next generation run: contacts already in Pending Approval status were generated against the previous brief.