Your ICP definition
How Primer generates your ideal customer profile from your website, and how to review and edit it.
Beta — opened on request. Contact support@sayprimer.com to request access.
Your ICP (ideal customer profile) is a description of the companies you sell to, held as a set of company-level filters. Primer uses it to evaluate, target and analyze your audiences. You manage it under Settings → ICP Definition.
How Primer generates it
Primer generates a first ICP from your company's website. When it's ready, the definition is shown for you to review — check the suggested criteria, then Confirm to endorse it or Edit to change it first. Generation runs in the background and can take a few minutes.
If the ICP was built from the wrong website, correct the domain under Sources and regenerate from it. The estimated number of companies matching the current criteria is shown alongside the definition.
Editing the criteria
The ICP is a set of company filters (for example industry, headcount and revenue). Edit them directly, the same way you would audience filters.
The Keywords filter
Alongside the structured firmographic filters, ICP and audience criteria include a Keywords filter for a company's strategic positioning and thematic focus areas. It's useful for hyper-focused targeting when the standard industry/department filters are too coarse.
It's a list filter: add one or more keyword values, matched with is or is not.
You can type your own keyword values (custom input is allowed), not only pick from a suggested list.
You can add up to 50 values on the filter.
Keyword coverage is limited — not every company has keyword data — so reserve it for narrow, high-intent campaigns rather than as your primary filter. For technographic targeting, use the separate Technology filter (see Audience filters).
Where your ICP is used
Building audiences — new audiences can be pre-filled with your ICP's criteria as a starting point.
Audience validation — the validation check flags when too much of an audience falls outside your ICP.
Exclusion audiences — the anti-ICP feature works against this definition.