#182: The Anti-ICP: How to Identify Customers You Should NEVER Market To!
The B2B Playbook · 2025-05-11 · 21 min
Episode notes
Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to? This week, we reveal why defining your Anti-ICP is just as critical as your ICP - and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers. We also share the powerful go-to-market process of Cataloguing the Market - a strategy that helps you validate who’s actually a good fit before you waste a single dollar on ads or outbound. Tune in and learn: + How to identify and define your Anti-ICP (with examples) + The 80/20 analysis that reveals who’s a drag on your business + Why Cataloguing the Market gives you unfair timing advantage If you’re tired of spending time and money chasing the wrong accounts - or if you’re looking to finally build a sustainable demand engine = this episode is a must-watch. - Links + CTAs - Need help running your own LinkedIn Thought Leadership Ads? Learn how to drive revenue across your organisation with CRO School:
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