EXCLUSIVE
Course
Certification

Ideal Customer
Profile

Know exactly who you're marketing to – and why it matters
A structured process to build your ICP and buyer personas, so every campaign, content asset, and outreach effort is aimed at the accounts most likely to convert and stay
  • 4 lessons
  • 12 videos
  • 28 min
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of Ideal Customer Profile. Shareable on LinkedIn

What you will learn

How to define the key steps in ICP creation and identify the data sources that inform a strong, evidence-based profile

How to build detailed ICP and buyer persona documents using proven frameworks, tools, and guiding questions
How to apply segmentation strategies to identify the firmographic, behavioral, and intent-based factors that matter most for your ICP and buyer personas
How to adapt content marketing assets to match the needs of your buyer personas and use that alignment to nurture leads and build lasting prospect relationships

Course curriculum

Lesson 1

The journey towards ICP creation

Creating ICP and buyer personas is a journey that involves narrowing down understanding of your target audience to recognizing key relevant characteristics of your high-value accounts and decision-makers.
In this lesson, we will define the key steps in this process and list sources of data that B2B marketers can use to inform their ICP and buyer personas creation.

Lesson 2

Segmentation strategy

There are so many ways in which a business or person can be described. However, not all of them are relevant for developing ICP and buyer personas.
In this lesson, we will explore six key segmentation strategies and list examples of factors that might be used under each of them. The goal is to understand what aspects of segmentation are meaningful for the creation of ICP and buyer personas.

Lesson 3

Buyer personas and ICP

Now it’s time to dive into the actual creation of ICP and buyer personas.
In this lesson, we will equip you with questions, examples, and tools to guide the process.

Lesson 4

Adapting content marketing to ICP

Knowing who your ICP and buyer personas are is an integral part of Lead Nurturing. Adapting your campaigns to serve the needs of your audience is the key to reaching the people who will engage with your message and brand.
In this lesson, we will illustrate how content marketing assets can be adapted to fit the interests of your buyer personas. You will use this knowledge to nurture your leads down the sales funnel and build healthy relationships with your prospects.  
  • 4 lessons
  • 12 videos
  • 28 min
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Catherine Vlaeminck

Fractional CMO, Flex CMO

Jeff Cleasby

VP of Strategic Accounts, INFUSE

Adriana Stein

CEO & Founder, AS Marketing

Sharon Palermo

Director of Marketing, PowerOptions

Who is this for?

B2B marketers, sales professionals, and business owners who want to stop guessing who their best buyers are and build a targeting foundation that makes every campaign more focused, more relevant, and more likely to convert