Firmographic and technographic criteria
Prospecting 11 min
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Business problem
An ICP like 'companies that need a CRM' is useless — it fits everyone and no one. AI will generate you 1000 companies that 'might need it', but none will be ideal. Precise criteria are the filter that separates leads from noise.
Proven method
ICP criteria fall into 3 groups:
- Firmographic — industry (PKD codes, categories), size (headcount, revenue band), location (city, region, reach), business model (B2B/B2C, agency/product, margin),
- Technographic — the stack they use (CRM, marketing automation, ERP), integrations, tools they're missing,
- Geographic — market, language, time zone, regulations. The rule: every criterion must be VERIFIABLE AGAINST DATA — if you can't check it on a company (e.g. 'companies with a mission'), don't put it in the ICP. AI works best with hard criteria (industry, size, stack).
Market example
- BAD
- Unstructured prospecting without ICP filters and generic outreach to random accounts.
- GOOD
- Instead of 'marketing agencies' → specific: 'performance/SEO agencies in Warsaw and Krakow, 10-30 people, revenue 3-15M PLN, using Meta Ads or Google Ads, without a dedicated CRM or with HubSpot Starter, retainer model'. That's a criterion AI can check against external data (LinkedIn, website, registries) and return a list of companies meeting the conditions.
Ready-to-use prompt
You are a B2B data analyst. Context: I sell [PRODUCT]. My ICP outline: [DESCRIPTION]. Task: Turn this outline into hard criteria for filtering company lists: 1. Firmographic: industry + PKD codes, size (employees, revenue), location, business model 2. Technographic: the stack they use + 1 thing they're missing (that's our hook) 3. Geographic: market, language, reach 4. For each criterion: where to verify it (LinkedIn, website, registry, tool) Format: 3 sections, each with bullet points.
Model rekomendowany: Claude 3.5 Sonnet / GPT-4o Copy and paste into ChatGPT, Claude or Perplexity
ALTERNATYWNE SCENARIUSZE
Variations & alternative scenarios
SaaS version: add the 'number of users' and 'implementation stage' criteria.
Agency version: add 'retainer revenue' and 'focus on 1-2 channels'.
Practical exercise
Extend your ICP with: industry + PKD, size band, 3 locations, target stack, business model. For each criterion write where you'll verify it.
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