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ICP Research Worksheet

Build a precise Ideal Customer Profile before you write a single line of copy. Complete every section to define exactly who you're targeting, why they buy, and what messaging will land.

~20–30 min to complete Autosaved to your browser Download as text when done
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1. Company & Offer Fit
Define the company profile that gets maximum value from your offer
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What does your company sell? Required
Write one clear sentence. No jargon. This is your internal clarity statement, not marketing copy.
What's the single biggest outcome you deliver? Required
Think in terms of revenue, time saved, risk avoided, or competitive advantage. Be specific.
Target company stage
Select all that apply. Companies at different stages have different buying motivations and budgets.
Target employee headcount range
Minimum annual revenue (ARR / revenue)
Maximum / sweet spot
Target industries / verticals
Press Enter or comma to add each industry as a tag.
Target geographies
2. Buyer Persona
Who actually makes or influences the buying decision
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Primary decision-maker title(s) Required
Who signs the contract or gives final approval? Add each title as a tag.
Influencer / champion title(s)
Who lobbies for the purchase internally but doesn't hold budget? This is often your best entry point.
Seniority level of primary contact
Department / function
What does a typical day look like for this persona?
Think about their priorities, meetings, and KPIs. The more specific, the better your messaging will be.
What content / media do they consume?
Podcasts, newsletters, LinkedIn influencers, communities. This informs your angles and social proof.
3. Pain Points & Triggers
The problems that make them search for a solution like yours
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Top 3 pains your ICP feels right now Required
Write in their language, not yours. These are the sentences they'd say to a peer.
What events trigger them to look for a solution?
Buying triggers are moments of urgency. Identify these and you can time outreach perfectly.
What are they currently doing to solve this pain? (and why isn't it working?)
What objections will they have to your offer?
Write the exact words they'd say in a sales call. Address these in your messaging proactively.
4. Qualification Criteria
Hard filters that separate real buyers from time-wasters
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Must-have criteria (deal-breakers if missing) Required
These are your hard ICP filters. A prospect missing ANY of these should be excluded from your list automatically.
Nice-to-have criteria (score boosters) Optional
These increase priority but aren't disqualifiers. Use them to stack-rank your prospect list.
Disqualifiers (auto-exclude)
Prospects that look like your ICP but are a terrible fit. Define these to save your team time.
Technographic signals (tools they use that indicate fit)
How quickly do qualified leads typically make a buying decision?
5. Messaging & Value Props
The angles and proof points that convert this ICP
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Core value proposition (one sentence) Required
For [WHO] who [PAIN], we [DELIVER OUTCOME] unlike [ALTERNATIVE].
Top 3 messaging angles to test
Each angle leads with a different hook. Pain-led, outcome-led, curiosity-led, etc.
Best social proof / proof points for this ICP
Testimonials, case studies, or data that this persona would find compelling. Be specific—numbers win.
What do they need to believe to buy?
List the belief shifts required. Your copy must take them from skeptic to believer on each of these.
6. Data & Sourcing Plan
Where to find your ICP and how to build a clean list
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Primary data sources
Estimated addressable market size
How many companies meet your ICP criteria? Knowing this tells you if you need to broaden or tighten your focus.
5,000 companies
Clay AI enrichment signals to use
Which data points should Clay look for to double-qualify leads beyond basic firmographics?
Target list size for first campaign
Notes / anything else that defines this ICP

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