In the world of B2B, understanding the differences between your Ideal Customer Profile (ICP) and the Average Customer is fundamental for business success. Identifying the specific characteristics that distinguish these two customer profiles will allow you to focus on specific strategies that maximize the results of your business actions.

What is an Ideal Customer Profile (ICP) 


The Ideal Customer Profile (ICP) is a hypothetical description of a company that would derive the greatest value from a product or service and, in turn, provide significant value to the provider. It is a combination of characteristics that make up the perfect customer for whom the product or service is ideal. The ICP helps companies focus their marketing and sales efforts on more promising potential customers, which can result in higher conversion rates, greater customer satisfaction, and better retention.

How to analyze an ICP in a B2B company


  1. Data collection: Collect quantitative and qualitative data on your best customers, including demographic and technographic information.


  1. Define success criteria: Identify the characteristics of customers who have been most successful with your product or service.


  1. Identify eligible customers: Look for patterns in your data that indicate which types of businesses benefit most from your offering.


  1. Perform analytics: Use data to identify similarities among your best customers.


  1. Create ICP template: Develop a template that details the key characteristics of your ideal customer, which can guide marketing and sales strategies.

Average Customer Profile


On the other hand, the Average Customer Profile is a representation of the typical customer based on concrete data. It reflects common attributes, behaviors, and patterns observed in a company’s existing customer base. This profile is grounded in reality and may include a combination of both ideal and less ideal customer traits.

How to analyze an Average Customer profile in a B2B company

  1. Customer data analysisReview transactional data, customer feedback and interaction history to understand the average behaviors and characteristics of your customer base.

  1. Segmentation: Divide your customer database into groups based on shared characteristics to identify the average profile within each segment.

  1. Recognize patterns: Look for patterns in buying behavior, product usage and participation to define the average customer.

  1. Customer surveys and interviews: Conduct surveys and interviews to gain additional information about your average customer’s needs, preferences and pain points.

  1. Feedback loop: Uses customer service interactions and feedback mechanisms to continually update and refine the average customer profile.

Key Differences

  • Purpose: The PCI is used to target potential high-value customers, while the Average Customer profile is used to understand and serve the existing customer base.


  • Construction: The PCI is often aspirational and based on a combination of data and strategic objectives, while the Average Customer profile is descriptive and based on existing customer data.

  • Usage: The PCI informs targeted marketing and sales efforts, while the Average Customer profile informs product development, customer service and overall business strategy.


Both the Ideal Customer Profile (ICP) and the Average Customer Profile play key roles in today’s business landscape. While the ICP orients the acquisition of new valuable customers, the profile of the Average Customer contributes to refining the experience and experience and proposals for the existing customer base. The understanding and correct implementation of these differences allows the companies to companies align their strategies with growth and operational growth and operational objectives and operational objectives, thus strengthening their position in the market.

To improve commercial strategies B2BIn addition, it is vital to explore detailed information about the ICP and the profile of the average customer. These profiles are essential in today’s corporate era, guiding the search for opportunities and optimizing the customer experience. By aligning with expansion goals, companies are able to operate with success and efficiency in the B2B environment.

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