Reach to ICP %¶

Definition¶

Reach to ICP % measures the percentage of your total marketing or campaign reach that falls within your Ideal Customer Profile (ICP). It helps assess targeting precision and audience quality.

Description¶

Reach to ICP % is a key indicator of audience targeting efficiency and campaign precision, reflecting how well your marketing and sales efforts are reaching your Ideal Customer Profile (ICP)—the accounts most likely to convert and grow.

The relevance and interpretation of this metric shift depending on the model or product:

In B2B SaaS, it highlights firmographic targeting accuracy in paid campaigns and outbound lists
In ABM, it reflects how many impressions or engagements come from high-fit accounts
In consumer platforms, it surfaces alignment between content, audience, and intent

A high Reach to ICP % signals well-optimized targeting and low wasted spend, while a low percentage suggests broad exposure, misaligned messaging, or underperforming channels. By segmenting by campaign type, persona, or funnel stage, you uncover insights to optimize ad targeting, prioritize channels, and fine-tune messaging for the right audience.

Reach to ICP % informs:

Strategic decisions, like channel allocation and audience segmentation refinement
Tactical actions, such as adjusting campaign copy or retargeting thresholds
Operational improvements, including CRM enrichment and MQL qualification
Cross-functional alignment, by connecting marketing, sales, and RevOps on reaching and converting high-value customers

Key Drivers¶

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

ICP Definition Clarity: If the team can’t articulate the ICP, outreach will never be precise.
Channel Fit and List Accuracy: Using the right medium with the right data source is essential.
Ad Targeting and Campaign Segmentation: One-size-fits-all content tanks reach to high-value targets.

Improvement Tactics & Quick Wins¶

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

If ICP reach is low, audit your CRM and enrich missing firmographics.
Add filtering in outbound campaigns by title, industry, or tech stack fit.
Run matched-audience campaigns using intent data from platforms like G2 or 6sense.
Refine your content offers to match ICP pain points — not generic assets.
Partner with sales to identify top accounts and layer custom outreach on top of paid/ABM.

Required Datapoints to calculate the metric
- Total Reach (ad impressions, email deliveries, site visitors)
- Reach from Known ICP Segments (via firmographic or behavioral matching)
- Definition of ICP (clear and consistent across GTM)
Example to show how the metric is derived

LinkedIn campaign reached 12,000 users 8,400 of those were in defined ICP companies Formula: 8,400 ÷ 12,000 = 70% Reach to ICP %

Formula¶

Formula

\[ \mathrm{Reach\ to\ ICP\ \%} = \left( \frac{\mathrm{ICP\ Reach}}{\mathrm{Total\ Reach}} \right) \times 100 \]

Data Model Definition¶

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

MarketingReach

cube('MarketingReach', {
  sql: `SELECT * FROM marketing_reach`,

  measures: {
    totalReach: {
      sql: `total_reach`,
      type: 'sum',
      title: 'Total Reach',
      description: 'Total marketing reach including ad impressions, email deliveries, and site visitors.'
    },
    reachFromICP: {
      sql: `reach_from_icp`,
      type: 'sum',
      title: 'Reach from ICP',
      description: 'Reach from known ICP segments via firmographic or behavioral matching.'
    },
    reachToICPPercentage: {
      sql: `100.0 * ${reachFromICP} / NULLIF(${totalReach}, 0)` ,
      type: 'number',
      title: 'Reach to ICP %',
      description: 'Percentage of total marketing reach that falls within the Ideal Customer Profile (ICP).'
    }
  },

  dimensions: {
    id: {
      sql: `id`,
      type: 'string',
      primaryKey: true,
      title: 'ID',
      description: 'Unique identifier for each record.'
    },
    campaignName: {
      sql: `campaign_name`,
      type: 'string',
      title: 'Campaign Name',
      description: 'Name of the marketing campaign.'
    },
    createdAt: {
      sql: `created_at`,
      type: 'time',
      title: 'Created At',
      description: 'Timestamp when the record was created.'
    }
  }
});

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences¶

Negative influences

Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Poor ICP Definition: An unclear or poorly defined ICP leads to imprecise targeting, reducing the Reach to ICP %.
- Inaccurate Data Sources: Relying on inaccurate or outdated data sources can misdirect marketing efforts away from the ICP, decreasing the Reach to ICP %.
- Generic Campaign Content: Using generic content that does not resonate with the ICP can dilute the effectiveness of campaigns, lowering the Reach to ICP %.
- Channel Misalignment: Choosing channels that do not align with the ICP's preferences can result in lower engagement and a reduced Reach to ICP %.
- Lack of Segmentation: Failing to segment campaigns appropriately can lead to a one-size-fits-all approach, which is less effective in reaching the ICP, thus decreasing the Reach to ICP %.
Positive influences

Factors that push the metric in a favorable direction, supporting growth or improvement.
- ICP Definition Clarity: A clear and well-articulated ICP ensures that marketing efforts are precisely targeted, increasing the percentage of reach that falls within the ICP.
- Channel Fit and List Accuracy: Using the appropriate channels and accurate lists enhances the likelihood of reaching the ICP, thereby improving the Reach to ICP %.
- Ad Targeting and Campaign Segmentation: Effective targeting and segmentation strategies ensure that campaigns are tailored to the ICP, boosting the Reach to ICP %.
- Data Quality and Integration: High-quality data and seamless integration across platforms ensure that marketing efforts are directed towards the ICP, increasing the Reach to ICP %.
- Customer Feedback and Iteration: Incorporating customer feedback to refine targeting strategies can enhance the precision of reaching the ICP, thus improving the Reach to ICP %.

Involved Roles & Activities¶

Involved Roles

These roles are typically responsible for implementing or monitoring this KPI:

Account Based Marketing
Demand Generation
Paid Media Management
Product Marketing (PMM)
Revenue Operations
Activities

Common initiatives or actions associated with this KPI:

ICP Definition
Campaign Targeting
Funnel Segmentation
ABM
Reach Analysis

Funnel Stage & Type¶

AAARRR Funnel Stage

This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

Awareness
Acquisition
Type

This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics¶

Leading

These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Marketing Qualified Leads (MQLs): MQLs are a leading indicator of how well marketing campaigns are reaching and engaging the Ideal Customer Profile (ICP) segment. A higher volume or percentage of MQLs fitting ICP criteria typically precedes and drives an increase in Reach to ICP %, indicating improved targeting precision and audience quality.
- Unique Visitors: The number of unique visitors, especially when segmented by ICP characteristics, can forecast future changes in Reach to ICP %. Growth in ICP-aligned unique visitors often signals that campaigns or channels are effectively capturing the right audience, which will reflect in higher Reach to ICP %.
- Content Engagement: High content engagement rates among ICP-aligned users suggest that marketing efforts are resonating with the target profile. This engagement acts as an early signal that campaigns are reaching the intended audience and will likely drive up Reach to ICP %.
- Brand Awareness: Increased brand awareness within the ICP segment is a precursor to higher Reach to ICP %. As more ICPs become aware of the brand, subsequent campaigns are more likely to reach and engage them, increasing the overall percentage.
- Lead Quality Score: A higher lead quality score—driven by alignment with the ICP—indicates that lead acquisition strategies are successfully targeting the desired profile. Improvements in this metric often precede and influence a higher Reach to ICP % as more quality leads are captured.
Lagging

These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Conversion Rate: Conversion Rate quantifies how effectively the reached ICP audience is persuaded to take a desired action. Analyzing conversion rates among ICP segments confirms whether increases in Reach to ICP % translate downstream into tangible business results.
- Social Engagement from Target Accounts: This metric validates if the accounts reached are not just ICPs in name but are also actively engaging with content. High engagement from target accounts corroborates the accuracy of Reach to ICP % and amplifies its business impact.
- Branded Search Volume: An uptick in branded search volume among ICPs or overall can confirm that marketing efforts are not only reaching ICPs but also increasing their intent and awareness, thus reinforcing the effectiveness of increased Reach to ICP %.
- Percent of Accounts Completing Key Activation Milestones: This metric assesses whether ICP accounts that were reached are engaging deeply enough to progress through activation milestones, confirming the quality of the Reach to ICP % and its impact on pipeline health.
- Brand Recall Score in ICP Surveys: Direct feedback from ICPs around brand recall verifies that marketing reach is memorable and impactful within the target segment, providing a post-campaign check on the effectiveness and sustained awareness of increased Reach to ICP %.