Make the ICP researchable.
“Growing SMBs with operational pain” may describe your market, but a researcher cannot apply it consistently. Replace abstract traits with observable conditions: company type, geography, size proxy, workflow, current tool, trigger and exclusions.
Independent dental groups with 3–15 locations in Belgium or the Netherlands whose public patient journey still depends on phone or email intake, excluding hospital networks and groups already offering online intake.
Use buying signals that your evidence can support.
A signal does not prove purchase intent. It makes a conversation more relevant than a cold message based on industry alone. Stronger list rows connect one visible signal to the exact problem the product addresses.
- A manual workflow is visible in the customer or staff journey.
- A company is hiring for work the product helps organise or automate.
- Multiple locations or teams create a coordination problem the product serves.
- A current tool or workaround is visible and the product has a clear alternative use case.
- A regulatory, operational or growth change creates a timely reason to review the process.
Separate fit, signal and speculation.
| Level | What it says | How to use it |
|---|---|---|
| ICP fit | The company resembles the customers the product is built for. | Keep or reject the row. |
| Observable signal | A current workflow, change or tool makes the use case relevant. | Choose the outreach angle. |
| Hypothesis | The signal may create a problem, but the internal impact is unknown. | Ask a question; do not state it as fact. |
Find the person who owns the use case.
Founder titles are not a default answer. Operations may own a workflow product, finance may own spend control, and a functional lead may own a specialised tool. Decision-maker research should follow the use case recorded in the same row.
Write the angle as a testable hypothesis.
Observation: new-patient requests are handled through phone and email across several clinics. Relevant angle: one intake and reminder workflow across locations. Opening: ask how the group coordinates intake today and whether reducing manual follow-up is a priority—without asserting staff hours or missed appointments that have not been verified.
Disqualifiers protect the list.
Exclusions are as important as positive criteria. Remove companies outside the supported company size, using a product you cannot credibly replace, lacking the relevant workflow, or operating in a segment you cannot serve. A shorter list with explicit disqualifiers is more useful than a larger one padded with weak fits.