Firstly, because these are the people who are going to buy your product or service.
If you're following your GTM Strategy
correctly, you've determined what problem your product or service fixes. And from there, you've also determined who is most likely to benefit and thus buy your product or service.
If you want to make any kind of revenue, these are the people you will be reaching out to, especially as you start out. The more they fit your ideal customer profile, the better.
You explain how exactly what you offer can make their lives easier, and they are far more likely to understand than someone who does not fit it.
Even when you decide to explore new verticals, you should create a customer profile for those as well. Do some preliminary research, and then start trying different sales channels
to see if anyone bites, or you receive information.
One of the best ways to further understand and refine your ICP is to incorporate the feedback you receive as a frontline SDR. And this is because you are often the one sending out those first cold emails or making those initial cold calls
. You are directly in touch with potential customers who can guide you on whether you're approaching them correctly or if they're the right person to talk to.
By then providing whatever information you receive to your superiors, the ICP can be further refined, and you can get even more meetings or sales to hit quota.
It's also important to define your ICP to protect your email deliverability, especially if you're using cold email
Prospects need to be invested in the content you provide them. If your email is not relevant to their needs or interests, the possibility of them marking you as spam increases exponentially.
Once you're marked as spam, email verification systems such as firewalls will share this information with each other, resulting in your landing in spam more often. And this will only go on to affect your email health and that of your entire company or domain, causing your ability to hit quota to diminish significantly.
To avoid this, the prospects you are emailing need to be very specifically targeted and match your ICP.
And this is very different when it comes to B2B or B2C outreach.