Can start quickly
Scoped Projects
A defined segmentation or ICP question with a clear outcome.
I take ownership of the analysis and help you turn the findings into choices your teams act on.
ICP & Segmentation
Segments that predict who will buy.
Most B2B SaaS segments are built on firmographics: industry, company size, region. They’re useful because they’re meant to predict how companies buy. Often, they don’t.
I help B2B SaaS companies find the segments that actually predict buying behavior, and turn them into an ICP that sales and marketing use.
Your ICP is clear on paper. Your pipeline says otherwise.
Everyone agrees on who you sell to. But win rates, deal sizes and sales cycles vary more than the segment suggests.
Our ICP describes everyone
Sales and marketing target different accounts
Win rates vary wildly within one segment
We picked a segment, but it isn’t converting
Segments are only useful if they predict behavior.
We don’t segment by industry or company size because those things are interesting. We do it because they’re meant to predict which companies have the problem, how urgently, and how they’ll buy.
When a segment stops predicting that, everything built on it drifts: targeting, messaging, pricing and where sales spends its time.
Companies that look the same on paper aren’t always the same market.
And it’s getting harder. AI is splitting markets that used to behave alike: two companies with the same profile can now be at completely different stages.
Start from your own deals.
I start with what your deal data already shows, then test it with the people who sell and the customers who buy.
- Which deals do we win, and which do we lose?
- Which variables actually predict buying?
- Which segments do they create?
- Which ones do we focus on first?
- What does our ICP look like in practice?
The goal isn’t a better persona document. It’s segments your teams can find, reach and win.
How I work with your data
Your deals show where your segments really are.
Before any new research, I look at what your deals already tell you. I built two tools for this.
- 1The first analyses your deal history: which segments are growing, which ones you actually win in, and where to focus.
- 2The second uses AI to read your sales call transcripts and shows why deals are won, lost or stalled.
Together they show which segments deserve your focus, and where the lines between them really are.
An example
One segment on paper. Two in the data.
For one client, companies with 200 to 1,000 employees were treated as a single segment.
Their deal data showed a sharp split after 400 employees. Below it, the win rate was much higher. Above it, the win rate dropped off a cliff.
What you get
Segments your teams can act on.
- 01
Segment map
Which variables actually predict buying, and the segments they create.
- 02
Prioritized segments
Size, urgency, fit and winnability for each segment, with a clear recommendation.
- 03
An ICP sales and marketing can use
An ideal customer profile your teams actually use to choose accounts.
- 04
What it means for your GTM
Where to focus, what to say to each segment, and what to say no to.
Examples, not a fixed menu. What you get depends on the decision in front of you and what you already know.
When this matters most
Get the expertise you need, in the way that works for you.
From 2 days a week
Embedded / Fractional
Senior Product Marketing expertise, part of your team.
I keep your segments and ICP in step with the market, alongside positioning and GTM work.
More on segments and ICP
All Insights- SegmentationAI is growing your market and shrinking your segmentTwo companies can be the same size, in the same industry, with the same buyer, and still be different markets. Why AI maturity is becoming a segmentation variable, and why parts of your segment may no longer be addressable.
- SegmentationICP, Segment, PMC, PMF, Beachhead: what they actually mean and when each one mattersFounders use these terms interchangeably. They shouldn’t, because each one answers a different question. Every B2B SaaS company uses the terms ICP, segment, and beachhead. Most use them loosely. “Our ICP is mid-market SaaS companies.”
- Market ExpansionWhy ICP clarity doesn’t solve your growth plateauEarly in my career as a marketing manager, I did what every good marketer does when joining a new company. I defined the ICP. Interviewed customers, analyzed the data, mapped the patterns. Six weeks later I had a clean document: segments, triggers, firmographics, the works. Leadership loved it.
Find the customers you’re most likely to win.
Whether your ICP has gone vague, a segment isn’t converting or your market is changing underneath you, I can help you find where the lines really are, and focus on them.