Manufacturing company ICP examples breakdown

Manufacturing's lengthy and complex sales cycles, which can last 6–18 months, create a challenge in identifying consistent customer characteristics that drive conversions. The ICP is also constantly evolving, forcing companies to continually test and refine their targeting strategies in real-world scenarios.

In this article, we'll explore the ideal customer profile of a manufacturing company we collaborated with. We’ll highlight what makes this profile effective and share how we used it in outreach campaigns. We’ll also guide you through how Belkins account managers refine ICP for our other manufacturing clients.

ICP example for NIR spectroscopy solution

Company X produces innovative scanners to analyze animal feed composition and properties. When we began generating leads for this company, our initial focus was on the key ICP — animal feed mills. However, after conducting research, we discovered a new target group — feed analysis laboratories. This enabled us to redefine their ICP and broaden our lead research.

Thanks to the new ICP, our research team found over 500 new decision-makers. Our SDRs then used the list to launch personalized cold outreach campaigns targeting laboratories with tailored value propositions. Eventually, the manufacturing company got a solid number of qualified appointments that brought an extra 15+ device purchases from laboratories only.

Initial ICP

Refined ICP example

What Belkins changed

So we included a new targeted market: animal feed analysis labs. We also added non-decision-making positions (e.g., quality assurance specialists) and new dream client examples.

 What makes this ICP great

• It accounts for diverse roles within target feed analysis labs, each with different needs and priorities (e.g., laboratory manager directly involved in lab operations and equipment selection, quality assurance manager overseeing the accuracy and reliability of feed analysis, etc.).
  
• It limits the ICP regions, focusing on the United States and Canada, which have a well-established agricultural and feed industry, and minimizes the delivery and maintenance costs of the NIR spectroscopy tool.

• It strategically targets small to medium-sized companies, which are likely to invest in cost-effective yet advanced technologies to remain competitive in the market. If your company doesn't have the resources to cover large-scale business needs, it's essential to exclude large-sized companies from your ICP.
• It lists reputable, industry-leading labs that help better understand the type of companies our client wants to work with.

Belkins’ approach to refining ICP for manufacturing clients

Our client partnerships always start with a complimentary ICP analysis, usually after the demo call, that helps us understand the prospect’s/client’s needs.  

We ask our clients to complete the ICP form to learn their target market and define their ICP down to every detail. Seeing your TAM (total addressable market) helps us determine if our partnership makes sense. 

Once the client fills out the form, our research specialists do the ICP market research for the client, using tools like Sales Navigator to get audience insights and determine whether demographics or geographic regions are extra engaged. We focus on checking your niches, regions, industries, and titles to ensure you connect with leads who are ready to convert. In addition, our team works on an analytical forecast of where your company can expand into the market.

The final ICP returned to you includes the analytical results of the TAM and test leads, accompanied by dream clients and our forecasts.