Ideal Customer Profile Kit

Your Personalized Questions and Customer Profile Template


B2B Enterprise

Here's everything you need to create your own ideal customer profile.

To create an ICP, you need to conduct customer surveys, so start by picking 7-10 questions from your personalized list of questions below. Choose the ones that will have the most impact in how your company deals with its customers.

Then, check out your ICP templates. See what an ICP for your field should look like, then fill in the blanks to create an ideal customer profile that is practical for your team and your business.

Your questions

Click here for a downloadable version


Demographics and personal data:

  • What’s your age group?
  • What’s your highest education level?
  • How long have you been working in [field]?
  • What’s your job title?
  • What team do you work with?
  • Were you promoted from inside or moved from a different company?
  • How long have you been working with your company?
  • What tools do you use on the job every day?
  • What tools do you have access to but don’t use very often?
  • Who do you report to?
  • How is your success at work measured?
  • Where do you go for information to solve problems at work?
  • How do you stay up-to-date with current news and updates in your industry?
  • What are your favorite groups (online or offline) to chat with peers and give and receive advice?
  • Is it your responsibility to search for new products or vendors for your team or company?
  • How do you search for new products or vendors for your team?

Company:

  • What’s your company size (number of employees)?
  • What is your industry?
  • Who is your main customer base?
  • How many branches does your company have?
  • Is your company international?

Goals:

  • What are your company’s goals for this quarter or year?
  • What are your team’s goals for this quarter or year?
  • What are your branch’s goals for this quarter or year?
  • What are the company’s long-term goals?
  • What are your team’s long-term goals?
  • How does [your product] help your team, company, or branch reach those goals?

Challenges and pain points:

  • How have recent industry trends and world events affected your business?
  • What are the main challenges you face in reaching your goals?
  • What are the main challenges your team faces in reaching their goals?
  • What problems are affecting your team’s ability to reach their goals?
  • How does [your product] help you overcome those challenges?
  • What challenges were you facing before you purchased [your product]?
  • What was your deadline to solve those main challenges/problems?
  • What was this challenge costing the company in dollars per month?
  • Who in your company or team was working to solve those issues?
  • What’s one thing that could make your job easier or more enjoyable?
  • What’s your least favorite part of your job?
  • What takes up the most time in your day?

Price sensitivity:

  • How much budget does your team have for this type of product?
  • At what price would you consider a [type of product] to be so expensive that you would not consider buying it?
  • At what price would you consider a [type of product] to be so cheap that you doubt the quality of it?
  • At what price would you consider a [type of product] to be somewhat expensive, but still an option?
  • At what price would you consider a [type of product] to be a great deal?

Decision factors and purchase process:

  • Do you make all purchase decisions for your team?
  • If not, who makes purchase decisions for your team?
  • Where did you first hear about [your product]?
  • Why did you decide to purchase then?
  • Did you use another [type of product] before purchasing [your product]? If so, why did you switch?
  • How many people were involved in the decision to purchase [your product]?
  • What roles were involved in the decision process?
  • What other options were presented during the purchase process?
  • Who had the final word on whether or not to purchase?
  • How does this role measure the success of a purchase decision?
  • How did you decide which pricing plan was best for your business?
  • Did you need to change pricing plans?

Common objections:

  • What main concerns did you have about purchasing a [type of product]?
  • What were the main concerns of the other stakeholders and decision-makers?
  • Which features do you feel [product] is missing?

Use of your product:

  • Which features of [product] do you and your team use every day?
  • Which features of [product] do you use on a weekly basis?
  • Which features of [product] do you hardly use?
  • Which features of [product] stood out to you at the beginning? Did those features live up to your expectation of them?
  • Which features of [product] did you not expect to use as often as you do now?
  • How does each feature of [product] help you do your job better? (Rate from 1 to 10)
  • Do teams in other branches use [product]? If so, how often?
  • How many users actively use [product]?
  • How much direct ROI would you contribute to using [product]?

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