How to Find Leads That Fit Your ICP
You don’t need more leads. You need the right leads.
Every growth-focused company talks about their Ideal Customer Profile (ICP), but few actually use it as a daily filter for finding and prioritizing prospects. Without a clear ICP, teams waste time chasing the wrong accounts, and pipeline metrics become vanity instead of strategy.
At Marion Street Capital, we help founders and revenue leaders refine their ICP’s and operationalize them across marketing, sales, and partnerships. Here’s how you can do the same.
Start with the Data You Already Have
Your best leads usually look a lot like your best customers. Start your ICP definition by analyzing the top 10% of accounts, those with high retention, low churn, and strong profitability.
Look for repeatable patterns in:
Firmographics: Industry, size, funding stage, geography
Operational factors: Tech stack, sales cycle length, team structure
Psychographics: Leadership mindset, growth priorities, buying triggers
These insights form a data-backed foundation for your Ideal Customer Profile, one that aligns with measurable business outcomes.
Define “Fit” and “Intent” Separately
One of the most common ICP mistakes is treating fit and intent as the same thing. They’re not.
Fit = Does this company match your ICP criteria (firmographics, pain points, potential value)?
Intent = Is this company actively showing buying signals (content engagement, keyword searches, third-party data)?
When you separate these two, you can build smarter lead scoring models that prioritize ICP-fit leads when they also show intent.
Use Your ICP Across Every Channel
Your ICP isn’t a slide deck. It’s a targeting system.
Apply your ICP definition across every part of your B2B lead generation strategy:
LinkedIn Prospecting: Filter by ICP criteria and not just job titles.
Email Campaigns: Personalize around ICP-specific pain points and KPIs.
Paid Ads: Exclude non-ICP segments to improve ROI and conversion rates.
Content Marketing: Create case studies and insights tailored to ICP priorities.
When every channel speaks the same ICP language, your brand message becomes sharper and your pipeline gets stronger.
Continuously Refine Through Feedback Loops
Your ICP will evolve as your company grows. That’s a feature, not a flaw.
Review performance quarterly to answer:
Which ICP-fit leads converted fastest?
Which had the highest LTV or expansion potential?
Which partnerships or referrals came from top-fit customers?
Feed this data back into your ICP framework so your targeting stays aligned with what’s working now and not with what worked last year.
Empower Your Team to Say “No”
The best sales and marketing teams are selective. A refined ICP isn’t just about who you target but also about who you don’t.
Empower your team to disqualify early when a lead doesn’t match your Ideal Customer Profile. It protects your bandwidth and keeps your funnel focused on accounts that actually move the needle.
Bottom Line
Finding leads that fit your ICP is about clarity, consistency, and discipline. The goal isn’t to stuff the top of your funnel, it’s to make every lead count.
If you’re ready to refine your ICP and build a repeatable system for identifying and converting high-fit leads, schedule a no-cost audit with Marion Street Capital.
Frequently Asked Questions About ICPs and Lead Generation
What is an Ideal Customer Profile (ICP)?
An Ideal Customer Profile (ICP) is a detailed description of the type of company that gets the most value from your product or service — and provides the most value back. It typically includes firmographics (industry, size, location), operational characteristics, and buying behavior.
How do I create an ICP for my business?
Start by analyzing your best customers. Identify the ones with the highest retention, profitability, and satisfaction. Look for patterns in their characteristics — such as industry, team size, or common challenges — and use those patterns to define your ICP.
Why is an ICP important for B2B lead generation?
Your ICP ensures that marketing and sales teams focus on high-fit leads instead of wasting time on poor prospects. It improves lead quality, conversion rates, and customer lifetime value — all while lowering acquisition costs.
What’s the difference between an ICP and a buyer persona?
An ICP describes companies that are a good fit; a buyer persona describes the individual decision-makers within those companies. Think of your ICP as the “what” and your persona as the “who.”
How often should I update my ICP?
Revisit your ICP at least once per quarter or whenever your market, product offering, or pricing model changes. The best-performing teams treat ICP refinement as an ongoing process, not a one-time exercise.