Analyze · ICP-Fit & Lead-Quality Analysis
Identify ICP Expansion Opportunities From Existing Wins
Spot adjacent segments your agency is already winning in so you can responsibly expand ICP without diluting it.
When to use
Use after 12+ months of operating with a defined ICP and at least 20 closed-won clients. It identifies emerging segments where you're quietly winning, so you can formalize them into ICP v2 instead of stumbling into scope.
The prompt
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.
Variables
[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
Example input
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
Example output
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.
Pro tips
- 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.
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