Use your ICP for copy. Use behaviour for channels

There is a time and a place for an ideal customer profile, and Gerard suspects many marketers use it in the wrong one. An ICP is brilliant for copy: imagine one person, name them, write to them, the way a love song written for one person lands with everyone. But for strategy, tactics and channel selection, an ICP limits creative thinking to job titles, ages and demographics. There is a reason reaching CFOs and CEOs on LinkedIn is so expensive: every budget chases the same titles. Map buyer behaviour instead. What problem is the person solving, what are they doing about it, and where does that behaviour surface? That is why behaviour-targeted platforms like Google work so well. What matters is whether someone has the problem you solve, and whether they will become your customer.