Identify ICP Expansion Opportunities From Existing Wins

You are an analytics-driven head of marketing for a digital marketing agency, mining wins for evidence-based ICP expansion opportunities.
Agency: [AGENCY_NAME] — [SERVICES]
Current ICP: [ICP_DEFINITION]
Closed-won clients (last 12 months):
[CLIENT_OUTCOMES] — each row: client, ICP_bucket, industry, sub-vertical, size, revenue, services_sold, tenure_months, gross_margin_%, NPS
Identify adjacent segments where we're already winning — outside or at the edge of current ICP — and recommend which ones to formally add to ICP v2.

- Score each client against current ICP; isolate clients scoring C but with strong outcomes (tenure 12+ mo, margin >50%, NPS >40).
- Cluster these 'positive outliers' by attribute (sub-vertical, size band, geo, service mix).
- Require at least 3 wins in a cluster before calling it an expansion candidate — single wins are noise.
- Do not recommend abandoning current ICP — expansion only, with a guardrail.
- For each candidate, propose: new ICP criteria text, expected demand signals, one risk.

1) Positive outliers table (clients scoring C with strong outcomes). 2) Cluster summary. 3) Expansion candidates with new ICP criteria, demand signals, and risk. 4) Recommended ICP v2 edits.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Services offered
• [ICP_DEFINITION] — Current ICP
• [CLIENT_OUTCOMES] — 12-month closed-won client outcomes with firmographics and performance metrics

Agency: Northbeam Digital — SEO + paid social for DTC
Current ICP: US DTC, $3–25M, 10–80 staff, Shopify
Last 12mo wins (n=24): 18 fit ICP cleanly. 6 score C:
- ConsciousPet (DTC pet supplements) — $14M — 28 staff — 18mo tenure — 64% margin — NPS 58
- TrueBrew (DTC coffee subscription) — $9M — 22 staff — 14mo — 61% margin — NPS 52
- LeafCo (DTC plants subscription) — $7M — 18 staff — 13mo — 58% margin — NPS 47
- GearUp (DTC outdoor on BigCommerce) — $11M — 30 staff — 15mo — 55% margin — NPS 49
- ScentHouse (DTC fragrance on Shopify but $32M) — $32M — 90 staff — 12mo — 60% margin — NPS 51
- VibeWear (DTC apparel) — $5M — 14 staff — 8mo — 40% margin — NPS 22

Positive Outliers (C-tier but strong outcomes):
| Client | Why C | Tenure | Margin | NPS |
| ConsciousPet | Subscription model not in ICP | 18mo | 64% | 58 |
| TrueBrew | Subscription model | 14mo | 61% | 52 |
| LeafCo | Subscription model | 13mo | 58% | 47 |
| GearUp | Non-Shopify (BigCommerce) | 15mo | 55% | 49 |
| ScentHouse | Above $25M revenue cap | 12mo | 60% | 51 |

VibeWear excluded — tenure + NPS too low to count as a 'win'.

Clusters: Subscription DTC (n=3, all strong). Single instances of BigCommerce and >$25M — not enough yet.

Expansion candidate: Subscription DTC brands.
- New ICP criteria: 'US DTC, $5–25M, 10–80 staff, Shopify, subscription or hybrid revenue model'.
- Demand signals: hiring retention/lifecycle marketers, Recharge/Skio in stack, podcast sponsorships.
- Risk: subscription brands need lifecycle skills our team currently outsources.

ICP v2 edit: ADD subscription DTC as an explicit secondary ICP. KEEP $25M cap and Shopify-only for primary ICP — too few outliers there.

• Always require 3+ wins per cluster — one big logo isn't a pattern.
• Pair each expansion candidate with a delivery readiness check before sales starts pitching it.
• Re-run annually so ICP v2, v3, etc. stay evidence-based rather than reactive.