When creating an Ideal Customer Profile (ICP) for your go-to-market strategy, most advice focuses on quick-win metrics: company size, industry, and basic firmographics. While these elements matter, this simplified approach often fails to capture what really drives customer value in industrial b2b: how customers engage across your entire business.
Today's industrial buyers are sophisticated digital researchers, but their true value often lies in how they engage with your business over time. Your most valuable customers might start with a single equipment purchase but grow to include maintenance contracts, spare parts programs, and technical support services. Understanding this fuller picture is crucial - not just for marketing effectiveness, but for demonstrating clear revenue impact to leadership.
