Ideal Customer Profile Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example ideal customer profile and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is an ideal customer profile?

An ICP is a detailed description of the type of customer who benefits the most from what you offer - and who, in turn, brings the most value back to your business. It goes beyond basic demographics, looking at factors like industry, company size, budget, pain points, and buying behaviour. By understanding these traits, you can focus your efforts on the customers most likely to be successful and satisfied, rather than spreading resources too thin.

A hand selecting a happy face from a range of faces representing various levels of satisfaction on a screen

Why does your company need an ideal customer profile?

An ideal customer profile gives your team real clarity on who to prioritise. Instead of casting a wide net and hoping for the best, you can zero in on the customers most likely to see real value in what you offer.

Three arrows all hitting the centre of a target

When you understand your customers' challenges, goals, and what really matters to them, it's easier for your sales team to connect on a deeper level, offer more relevant insights, and position your product or service as a solution to their specific pain points. The result is more natural, value-driven conversations rather than generic pitches.

Budget, time, and team energy are never limitless. An ICP helps you focus these resources on the opportunities with the highest chance of success, which delivers better returns and more sustainable growth.

An ideal customer profile gives your team real clarity on who to prioritise. Instead of casting a wide net and hoping for the best, you can zero in on the customers most likely to see real value in what you offer.

When you understand your customers' challenges, goals, and what really matters to them, it's easier for your sales team to connect on a deeper level, offer more relevant insights, and position your product or service as a solution to their specific pain points. The result is more natural, value-driven conversations rather than generic pitches.

Budget, time, and team energy are never limitless. An ICP helps you focus these resources on the opportunities with the highest chance of success, which delivers better returns and more sustainable growth.

An ideal customer profile gives your team real clarity on who to prioritise. Instead of casting a wide net and hoping for the best, you can zero in on the customers most likely to see real value in what you offer.

When you understand your customers' challenges, goals, and what really matters to them, it's easier for your sales team to connect on a deeper level, offer more relevant insights, and position your product or service as a solution to their specific pain points. The result is more natural, value-driven conversations rather than generic pitches.

Budget, time, and team energy are never limitless. An ICP helps you focus these resources on the opportunities with the highest chance of success, which delivers better returns and more sustainable growth.

What elements should an ideal customer profile include?

Our example ICP comprises 10 sections organised in tabs for easy navigation. These are:

Executive summary
Organisation-level attributes
Buyer persona(s)
Firmographic, technographic and behavioural insights
Pain points and business challenges
Value proposition and messaging
Exclusion criteria (negative ICP)
ICP validation and feedback
Alignment and activation
Appendix

Let's explore a few of these sections in more detail:

The top half of Mosaic's ICP for Confluence, showing the heading in a blue background, instructions for use, an overview of the page, and some of the tabs, with the 'Executive Summary' tab open.

Buyer persona(s)

Summarising your buyer personas within your ICP provides insights into who influences purchasing decisions and helps tailor messaging to specific audience segments within the organisation.

Link out to more detailed individual buyer personas with buttons to keep your page from getting off track.

The 'Buyer Persona(s)' tab of the ICP, showing a table with information on three personas and buttons to more detailed pages on each persona.

Firmographic, technographic, and behavioural insights

An ideal customer profile should detail the factual characteristics of the customer company, including company size, geographic location, current technologies used, and more. These details help define the type of organisation that fits best with your product or service.

The Advanced Expand macro is a great way to break up this information into more digestible sections.

The 'Firmographic, Technographic and Behavioural Insights' tab of the ICP, showing collapsible sections with subheadings such as 'Firmographic'

Pain points and business challenges

Understanding the key pain points faced by your ideal customer is crucial in an ICP. These are the real challenges or problems that your product or service aims to solve. Highlighting these in the profile helps align marketing and sales communications to address the customer’s needs.

Displaying them with a visually engaging macro like Advanced Cards will help them stand out.

The 'Pain Points and Business Challenges' tab of the ICP, showing four example pain points and challenges displayed neatly in blue cards.

Customer quotes (Appendix)

Including customer testimonials provides authentic insights into how current customers perceive the value of your product and how it has helped them overcome their challenges, helping teams better understand the voice and experience of the customer.

Depending on how many customer quotes you have, you may want to reduce clutter on your page by displaying these with the Advanced Expand macro as well.