Ideal Customer Profile Kit

Your Personalized Questions and Customer Profile Template

B2B Service

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?
  • What other services does your company or team use regularly?
  • 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?
  • Where do you search for new service providers?
  • Is it part of your job to search for new service providers?


  • What’s your company size (number of employees)?
  • What is your industry?
  • Who is your main customer base?


  • What are your company’s goals for this quarter or year?
  • What are your team’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 working with [your service] help your team or company 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 using [your service] help you overcome those challenges?
  • What challenges were you facing before you started using [your service]?
  • What was your deadline to solve those main challenges/problems?
  • 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 [type of service]?
  • At what price would you consider a [type of service] to be so expensive that you would not consider buying it?
  • At what price would you consider a [type of service] to be so cheap that you doubt the quality of it?
  • At what price would you consider a [type of service] to be somewhat expensive, but still an option?
  • At what price would you consider a [type of service] 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 service]?
  • Why did you decide to purchase then?
  • Did you work with another company that provides [type of service] before purchasing [your service]? If so, why did you switch?
  • Who was involved in the decision to purchase [your service]?
  • Who had the final word on whether or not to purchase?
  • Did you ever consider directly hiring someone to work full-time on this need? If so, why did you choose not to do so?
  • What other companies did you consider for service? Why didn’t you purchase [type of service] from them?

Common objections:

  • What main concerns did you have about working with a [type of service]?
  • Are there any tasks [your company] doesn’t offer that you wish we did?

Use of your product:

  • Who in your company benefits most from [type of service]? What benefits does this role receive?
  • What direct ROI have you seen working with us?
  • How often do you need [type of service]?
  • Which tasks are most valuable to your team?

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