The B2B Playbook #182: The Anti-ICP: How to Identify Customers You Should NEVER Market To!
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.
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00:00 Stop Wasting Time on the Wrong Customers
01:06 What is the 5 BEs Framework?
02:19 Why You Need an Anti-ICP
03:20 $10K Wasted on the Wrong Fit
05:31 How to Identify Your Anti-ICP
06:49 Ask Your Team: Who Do You Hate Working With?
07:49 Documenting Red Flag Customers
08:28 Firmographics vs Demographics
09:36 Use Case Clarity: Where You Deliver Value
10:35 What Anti-ICPs Tell You About the Buying Committee
11:04 What is “Cataloguing the Market”?
12:19 How Cataloguing Prevents Wasted Spend
13:31 Why Predictable Revenue Broke Go-To-Market
14:43 How Timing Drives Smarter Spend
16:34 Precision Over Pressure: Striking at the Right Time
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S07 E182 - The B2B Playbook
#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy