Most B2B companies define their ICP using just firmographics: industry, headcount, geography. Some can't even tell the difference between B2B and B2C customers in their CRM.
We don't do that. We use our own product to figure out who gets the most value from Unstuck Engine—and it's way more nuanced than "SaaS companies with 50-200 employees."
Not just SaaS
We build for B2B GTM teams. Not just SaaS - any company selling to other businesses. Software, services, agencies, consultancies. What matters isn't your industry. What matters is that you need precision in your go-to-market.
The common thread? You've realized that volume doesn't work anymore. Sending 10,000 cold emails to get 5 meetings isn't efficient—it's expensive. You're looking for a better way.
How we define our ICPs
Most companies build one ICP and call it done. We don't.
We run multiple ICPs simultaneously—up to 8 at once—because different customer segments need different approaches. And we practice what we preach: we use Unstuck Engine to score our own prospects.
Here's what one of our ICP configurations looks like:
This isn't arbitrary. We build these scoring models based on two key factors: win rates and net dollar retention. The companies that close fastest and stay longest? Those patterns become our ICP definitions.
But unlike traditional single-dimension scoring, we're looking at dozens of attributes simultaneously, each weighted based on actual outcomes. That's the difference between "they're a SaaS company, close enough" and "they're a 51-200 person privately-held SaaS company founded in 2019-2022, using subscription pricing, with a sales-led motion, and they use Clay—this is an 87/100 fit."
6 ICPs, increasing platform usage
Our ICPs aren't defined by industry or company size alone. They're defined by use case—how much of the platform you actually need.
Each successive ICP uses more of our capabilities. This isn't a hierarchy of "better" customers. It's a map of different needs.
1. Do-It-Yourself (Clay/n8n users)
What they use: CSV export/import, webhooks, our scoring engine
Who they are: Teams that already have sophisticated automation workflows in Clay or n8n. They take our multi-dimensional ICP scoring—the part that's genuinely hard to build—and plug it into their existing systems.
Why this works: They get the best of what we do (precision scoring across multiple ICPs) without changing their entire workflow. They're technical enough to handle integration themselves.
2. Database Users (Apollo/ZoomInfo/Sales Navigator)
What they use: Multi-ICP scoring + prioritization
Who they are: Companies using Apollo, ZoomInfo, or LinkedIn Sales Navigator. They have massive databases—10,000+ leads—but no way to prioritize them intelligently.
The problem they're solving: Their database has leads for multiple products, multiple buyer types, multiple regions. Single-score systems can't handle this complexity. We can.
Why this works: They keep their existing database tools. We layer on top to add intelligence.
3. Inbound-Focused
What they use: First-Party Signals, dark funnel activation
Who they are: Companies with meaningful website traffic, content downloads, webinar attendees. They know people are interested—they just don't know who to prioritize or when to reach out.
The problem they're solving: Someone downloaded three whitepapers, attended a webinar, and visited pricing twice. Are they ready for a call? Or are they just researching? First-Party Signals tell you.
Why this works: Activation timing matters. Too early and you're pushy. Too late and they've chosen a competitor.
4. Lead Gen / Outbound
What they use: Second-Party Signals (intent data from external sources)
Who they are: Teams running predictive outbound. They need to know who's in-market right now—even if those buyers haven't visited their website yet.
The problem they're solving: How do you find buyers before your competitors do? Second-Party Signals show job changes, funding rounds, technology installations, hiring patterns.
Why this works: Outbound used to be spray-and-pray. Now it's "reach out to people actively searching for solutions like yours, before they talk to your competitor."
5. Demand Generation
What they use: Targeted audience lists for paid campaigns, brand awareness, content distribution, events
Who they are: Teams investing in demand creation, not just demand capture. They're running ads, building brand awareness, creating content, hosting events—all of which require knowing exactly who they're targeting.
The problem they're solving: When you're spending money on brand awareness or sponsoring a conference, you can't spray-and-pray. You need to know which accounts and personas to target. Which content topics resonate with which ICP. Which event attendees are high-fit versus low-fit.
Why this works: Demand Gen isn't just about attribution (though we do that). It's about precision across every channel. Whether you're choosing LinkedIn ad audiences, selecting who gets invited to your webinar, or deciding which accounts to send swag to after a conference—you need the same multi-dimensional ICP scoring.
I returned from a conference recently with 40 business cards. Uploaded them to Unstuck Engine. Within minutes, they were scored across all our ICPs, segmented by persona, and prioritized for follow-up. That's Demand Gen in practice.
6. Account-Based (ABM/ABS)
What they use: Everything. Full platform stack.
Who they are: Teams selling large contracts ($100K+) to enterprises. They're coordinating across sales, marketing, and customer success to land and expand accounts.
The problem they're solving: How do you orchestrate outreach across 11 stakeholders in a buying committee? How do you know when an account is ready to buy versus just exploring?
Why this works: ABM isn't about hitting one person with one message. It's about coordinating multiple touches across multiple people, all scored for fit and intent. When someone from Finance suddenly starts engaging after being silent for months, that's a signal. When three people from the same company attend your webinar, that's a signal. We aggregate all of it.
Personas: It's not just who buys, it's who influences
Most companies think about one persona: the decision maker.
We track four.
Because in B2B, especially as deal sizes grow, buying isn't done by one person. It's done by committees.
1. Product Champions
Who they are: The person who feels the pain. They understand the problem intimately. They'll champion your solution internally.
Budget authority: Usually none, or very limited.
Why they matter: They're your internal advocate. If you don't win the champion, you don't get to the decision maker.
Our approach: Our entry pricing ($25/month) is designed so champions can start without approval. By the time they bring it to leadership, there's already ROI to show.
2. Decision Makers
Who they are: VP Sales, CRO, VP Marketing, CMO—whoever signs off on meaningful annual spend.
Budget authority: Full, within their function.
Why they matter: They write the check. But they're also busy. You need the champion to tee this up, or you're cold-calling into a wall of assistants and ignored emails.
Our approach: By the time we talk to decision makers through our Sales-Assisted motion ($12K+/year), the champion has usually already been using the product. We're not pitching. We're structuring the expansion.
3. Buying Committee
Who they are: In companies with 200+ employees, decisions aren't made alone. There's a committee. Could be other department heads, could be senior ICs. They don't have final say, but they have veto power.
Budget authority: None directly, but significant influence.
Why they matter: One "no" from a committee member kills the deal. You need to know who's in the room and address their concerns.
Our approach: Multi-persona tracking shows us who's engaging, who's silent, who's skeptical. We adjust messaging accordingly.
4. Blockers
Who they are: Finance, Security, Legal, IT, Procurement. Their job is to say "no" until you prove it's safe to say "yes."
Budget authority: None, but veto power over everything.
Why they matter: They won't champion your product. But they'll kill it if you ignore them. Security wants SOC 2. Legal wants contract redlines. Finance wants ROI models. Procurement wants vendor consolidation.
Our approach: We track blocker engagement separately. If Finance is suddenly active after being silent, the deal is moving to approval stage. If Security goes quiet after initial questions, something's wrong.
We make it extremely easy for you to buy Unstuck Engine
Most B2B sales processes are broken. You fill out a form, wait for a sales rep to reach out, sit through discovery calls where they qualify you before showing the product, then maybe, if you're lucky - see pricing after the 3rd meeting.
We flipped this completely. Customers buy from us, we don't sell to them.
Here's how it actually works:
Start with a free 7-day trial. No credit card. No demo request. No sales call required.
Sign up takes less than a minute. Name, email, company. That's it.
We analyze your website during sign up. Reverse engineering your business model to auto-generate your first ICP sketch and persona. It's not perfect - you'll probably want to refine it - but it massively reduces time to value.
You get your first results in under 15 minutes. Most users configure their most important signals and see their first scored leads within an hour. Some get results in 15 minutes.
Try it, see if it works, scale up organically. Start at $25/month after trial. Grow as you need. By the time you're ready for our Sales-Assisted tier ($12K+/year), you already know the product works. We're not pitching features. We're just negotiating terms for scale.
This approach is the direct implementation of our mission: Build a world where every GTM interaction matters to both sides. We practice what we preach. We don't spam you with cold outreach (though when we do reach out, it's highly targeted using our own product). We educate you through the product itself. And we let you decide if it's valuable.
The result? We focus our resources on shipping better products and delivering more value, not on building massive sales teams to convince people they need us.
Why this eliminates the blame game
Here's something that happens in many B2B companies:
Marketing says: "Sales can't close the leads we're sending them."
Sales says: "Marketing is sending us garbage leads."
Customer Success says: "We're churning customers who never should have been sold to in the first place."
Business Development says: "Nobody told us this wasn't our ICP."
Everyone has a different definition of "good lead" and "good customer." So everyone blames everyone else when things don't work.
Multi-dimensional ICP scoring eliminates this.
When Sales, Marketing, Business Development, and Customer Success all use the same system with the same ICP definitions, there's no ambiguity. A lead either scores 85/100 for ICP #2 or it doesn't. An account either has three high-value signals or it doesn't. A persona either matches Decision Maker criteria or it doesn't.
This creates alignment. Not because we forced everyone into meetings to agree on definitions. But because the system itself enforces consistency.
Internally at Unstuck Engine, our entire team from founders to interns, uses the same ICP models. When someone uploads conference leads, when someone sees LinkedIn engagement, when someone gets an inbound demo request—we all see the same scores, the same fit assessment, the same prioritization.
For our customers, this is even more valuable. The VP Sales and CMO finally agree on what "qualified" means. Customer Success knows which accounts to focus on for expansion. Business Development knows which partnerships will actually drive good leads.
Everyone operates from the same source of truth. Which means less fighting, more execution.
Why multiple ICPs and personas matter
Single-score systems assume all buyers are the same. They're not.
Multi-dimensional scoring lets you be precise. Not just "this lead is an 8 out of 10." But "this lead is a 9/10 for our ABM ICP, they're a Decision Maker persona, and they have three First-Party Signals in the last week, plus two people from their company attended our webinar."
That level of detail changes how you engage. It changes what you say, when you say it, and who says it.
And that's how both sides win.
Sellers stop wasting time on bad-fit leads. Buyers stop getting irrelevant spam. Every interaction has a higher chance of being valuable.
Next: What Unstuck Engine does — The multi-dimensional scoring system that makes precision scalable.
Deep dive: How we work — Product-Led Growth Sales-Assisted and what it means for how we build.
Context: Our culture — Why Fail Fast and Context Not Control enable this level of precision.
Made with Bullet