Is your ICP actually an ICP… or is it just “women aged 25 to 45” in a trench coat? 😅
In this episode of Blame It On Marketing, Emma and Ruta are joined by Ada, CMO of the Year in Lithuania and marketing leader at Norcurrent, the biggest Baltic mobile gaming company, to talk about ideal customer profiles and why most companies still get them painfully wrong.

We get into what ICPs really are, how gaming uses customer behaviour to understand value, and why B2B marketers need to stop confusing personas, demographics, target audiences and actual profitable customer segments.

Marketing confession of the episode:
Ada once billed a client £1 million instead of £100,000. A tiny extra zero. A very large panic.

We get into:
✅ What an ICP actually is: the customers who bring the most mutual value
✅ ICP vs target audience vs persona — and why mixing them up causes chaos
✅ Why your ICP should not live only in marketing
✅ How gaming uses behaviour, retention and spend to identify “whales”
✅ Why usage data should be part of every B2B SaaS ICP
✅ The big B2B problem: marketing often doesn’t get enough product or adoption data
✅ How to find your ICP: start with revenue, look for patterns, then interview customers
✅ Why “we can sell to everyone” usually means wasted budget
✅ Buyer vs user: why the person who signs the contract isn’t always the person who drives retention
✅ How customer service, product, sales and marketing should all use ICP insights
✅ Why retention data and usage signals can help you spot the customers worth keeping

If your company still thinks an ICP is “anyone with budget,” this one’s for you.

Like, subscribe, and comment with the worst ICP you’ve ever been handed.

#B2BMarketing #ICP #MarketingStrategy #SaaSMarketing #CustomerResearch #ProductMarketing #MarketingLeadership #AIinMarketing