Demand Spring

Your ICP shouldn't live in a slide deck. It should live in your CRM.

We define who to target, company and role, based on real buyer data, then build it into your CRM and campaigns so your team works from it every day.

Are you targeting the accounts that buy— or just the ones that are easiest to find?

Most target lists are not built on the roles, problems, and priorities that actually predict who becomes a customer. We find your best customers, from the company down to the buying committee, then build the targeting model to reach them.

The Business Impact

Target lists that drive quality pipeline.

  • Fewer wasted sales cycles

    Sales stops chasing accounts, and people inside them, who were never going to buy. They spend time on the ones that match your real buying pattern.

  • Efficient marketing spend

    Campaigns and ad targeting reach the companies most likely to convert and the roles inside them who actually drive the decision.

  • Aligned sales and marketing efforts

    One shared definition of who you’re going after, company and role, means the two teams stop working from different account lists.

Our Approach

A structured path to platform excellence.

No generic checklists. Our audit follows four proven stages designed to find exactly where your platform is falling short — and exactly how to fix it.

  • Discovery

    01

    We align on your revenue goals and where your current targeting is falling short.

  • Data & Signal Analysis

    02

    We analyze your closed-won and closed-lost accounts, including who was involved in each deal, to find the patterns your best customers actually share.

  • ICP & Role Definition

    03

    We define your ideal customer profile and the roles within those accounts, including the problems they’re responsible for solving and what they prioritize when evaluating a solution like yours.

  • Activation

    04

    We build the ICP and role definitions directly into your CRM, ad platforms, and campaign targeting, so your team is working from it immediately.

Testimonial

“The result of this research and the process of pulling together this persona content is something that we’ve been able to use across our finance business… having the quality of the profile… has been phenomenal.”
Abby Lutte Former Integrated Marketing Leader

Related Insights

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Common questions.

How is this different from generic firmographic targeting?
Firmographic filters get you a list of companies. We go further, defining the specific roles inside those accounts, the problems they’re responsible for solving, and what they prioritize when evaluating a solution like yours.
How does this affect our pipeline?
When sales and marketing are targeting the same well-defined set of accounts and roles, less time gets spent on prospects who were never a fit, and pipeline concentrates around the deals most likely to close.
Do you help us actually use the ICP once it's defined?
Yes. We build it directly into your CRM and campaign targeting, so it’s driving account selection and ad targeting from day one instead of sitting in a document.
How does this relate to buyer journey mapping?
This defines who to target and the roles inside those accounts, along with what they need and prioritize. Buyer Journey Mapping takes those defined roles and measures how well their actual experience matches what they need at each stage, then recommends specific improvements for each type of buyer.