Personas to Profits: How to create a customer profile

Christoph Trappe 6 minute read

Defining your ideal customer is a foundational yet often overlooked marketing activity. Who is your ideal buyer? What problems do they need to solve and what do they care about? Where can you find more of them? In any case, if you know how to create a customer profile correctly, it enables more effective targeting, content effectiveness, and budget allocation.

However, few companies invest the time needed to really understand their best customers at a deeper level. They rely on surface-level demographics and miss growth opportunities. In essence, they don’t understand who their ideal customer profile (ICP for short) actually is.

In this article – which is based on this “Marketing, Demystified” podcast episode, we’ll cover proven steps for creating an ideal customer profile that helps you get results. You’ll learn:

With these in mind, let’s dive in and start growing by truly knowing your customers.

Why the right ICP matters

That is to say, ideal customer profiling, also called buyer persona development, seems basic on the surface. But it’s one of the highest lever activities a company can undertake to drive growth.

Thus, here are four key reasons you need to prioritize creating detailed customer profiles:

1. More Relevant Messaging

Generally, customer profiling enables you to craft messaging that precisely matches what your ideal buyers care about. It’s the foundation for truly relevant content.

Rather than generic claims, you can speak directly to the problems your product solves for a specific persona. This results in higher conversion rates across the funnel.

2. Improved Targeting

Overall, a clear profile makes it easy to identify other organizations and roles that closely match your ideal customers. Specifically, you can spend money more efficiently by avoiding those unlikely to buy.

3. Cross-Team Alignment

All in all, sales, marketing, product, and service teams all benefit from a shared understanding of the ideal customer. This alignment ensures you send consistent messaging and provide the right experience.

4. Reduced Churn

By only selling to customers that are a strong match for your offering, you minimize post-purchase dissatisfaction. This reduces churn risk and increases lifetime value.

In today’s competitive market, growth requires hyper-focus on your best buyers. Customer profiling is the way to achieve that focus.

Podcast: Identifying customers and connecting with them quickly

How to Build Detailed Buyer Personas

At any rate, the best customer profiles move beyond basic demographics to paint a holistic picture of the buyer. Here’s an ideal framework for developing rich personas:

Identify Preliminary Attributes

Start by brainstorming the basic attributes of your current customers:

  • Firmographic data: Industry, company size, location
  • Role: Job title, department
  • Demographics: Age, gender, income

Look for common themes across your customer base to establish a profile.

Understand Their Worldview

Now move beyond the surface to understand how your personas see the world:

  • What challenges do they face in their role? What keeps them up at night?
  • How do they define success and progress in their job?
  • What personal motivations and values influence them?
  • Who do they look to for advice and validation?

Carla JohnsonAs marketing expert Carla Johnson explains: “The opportunity that companies miss in developing their ideal customer profile is that they think of them only in terms of what makes them a buyer for THEIR product or service. They don’t invest the time and energy to get to know them in their own world. One of the best exercises that helps with this is to create a ‘Day in the Life of…’ profile and think through all of their challenges throughout an entire day. It provides a broader view and helps better understand ideal customers.”

Map Their Buyer’s Journey

Analyze how your personas typically move through the buying process:

  • How do they prefer to research and learn about new solutions?
  • Who is involved in the decision process?
  • What factors determine if they’ll invest in a new solution?
  • How do they measure ROI on purchases?

Fleshing out these elements results in a multidimensional perspective on your ideal customer. This depth of insight ensures your marketing and sales interactions will resonate.

Optimize Your Ideal Customer Profile

Defining your ICP is an iterative process of continuous optimization. Here are proven ways to refine your profile:

Include Customer Success

Don’t just look at who you can sell to initially. Involve customer success to understand which customers have the longest lifetime, highest satisfaction, and lowest churn.

Track Metrics

Monitor marketing and sales metrics tied to your personas to spot trends. If SQLs from a persona drop, reevaluate messaging.

Follow Job Changes

Pay attention to where key buyers and champions move to identify new companies to target.

Talk to Lost Prospects

Understand why past prospects said no. It often comes down to bad timing rather than poor fit. Nurture them.

Test New Variables

Try segmenting your data in new ways, like how prospects make money or who controls the budget. See if additional traits strengthen your ICP.

Revisit Quarterly

In any case, set a cadence to formally reassess your persona against the latest data. But also continually gather insights.

Evolving your customer profiles is key to staying aligned with the market. Don’t let past assumptions limit future growth

Strategies for Reaching Your Ideal Customers

An ideal customer profile isn’t useful unless you can identify where more of them exist. Here are proven ways to connect with your perfect buyers:

Leverage Existing Customers

Interview them to uncover referrals to similar organizations. Offer rewards for introductions.

Personalized Ads

Use account-based ad campaigns matched to individual prospects’ names and companies.

Target by Role

If you sell to a specific role, target by job title and function on platforms like LinkedIn.

Get Referrals

Build relationships with advisors and partners who can refer prospects that match your ICP.

Attend Industry Events

Get in front of your persona through speaking slots and networking at conferences they attend.

Read next: Conference strategy: Lead generation event ideas

Watch for Trigger Events

Likewise, monitor news and job changes to identify companies experiencing relevant challenges you can solve.

Focus Your AEs

Make sure the sales team spends time on high-value persona/account matches, not wasting effort elsewhere.

Create targeted content

Create content on your website that shows up in search when your target customers search for topics relevant to your business.

The strategies you choose depend on your business model and personas. Test different approaches and double down on what delivers results.

Jason FallsAs EVP of Marketing at Jason Falls explains: “There’s a difference in tightly defining an ICP and letting it put blinders on you. I’ve worked with clients who are so obsessed with a specific customer ideal that they intentionally ignore prospects who are virtually raising their hands to be customers. An ICP defined is as a directional tool, not a filter. It helps you fish where the fish are. But don’t put up guardrails and ignore the ones who just try to jump in the boat!”

So stay open to prospects that may not fit your predefined ICP but could still be a great match for your offering.

Avoiding Common Persona Mistakes

While detailed buyer profiling is invaluable, there are some common mistakes that limit its impact:

Too Generic

In brief, don’t rely on basic filters alone. Build in more nuance on motivations and challenges.

Biased Perspective

Incorporate perspectives from across departments to avoid a one-sided perspective on the ideal customer.

Not Actionable

In general, don’t just create a generic document. Use personas to directly inform strategy and planning.

Cast Too Wide a Net

Avoid trying to be all things to all people. A niche target persona will drive better results.

Static Over Time

Occasionally refresh your personas regularly to reflect learnings and market changes. Past assumptions become outdated.

Invest time upfront doing the deep analysis needed for robust personas. And stay focused on optimizing them continually for maximum impact.


In sum, you can’t afford to waste time and money marketing and selling to the wrong prospects. Defining and perfecting your ideal customer profile is essential to growth.

Follow the steps here to develop rich, actionable personas. Then integrate them into your targeting, content, and sales process for improved results.

Remember to continually gather data and optimize your customer profiles. Markets change fast. What worked yesterday might not tomorrow. A dynamic ICP will keep you ahead of the curve and connected to your dream buyers when others fall behind.

Now that you understand why and how to create high-impact customer profiles – it’s time for action. Start turning your top customers into thoroughly defined personas that become your roadmap for accelerated growth.

Learn how to map your customer journey correctly

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