ICPs can be customized to better reflect your actual ideal customers. You can edit existing ICPs, create new ones, or delete ICPs that aren't relevant.
Navigate to ICPs and Leads
Click on the ICP you want to modify
Click "Edit ICP" or click the edit icon (pencil/gear)
The ICP editor opens
Alternatively, to create a new ICP:
Navigate to ICPs and Leads
Click "+ Add New ICP" or "Create ICP"
The ICP creation form opens
Match criteria determine which companies are included or excluded when Eve searches for companies fitting this ICP.
Match Criteria Components:
Fit Criteria:
Specific characteristics companies must have to be considered a match
Examples: "Using Salesforce CRM," "50-500 employees," "Series A-C funded," "Growing headcount rapidly"
Add Fit Criteria: Click "+ Add Fit Criteria" and describe the characteristic
Edit Fit Criteria: Click on existing criteria to modify
Delete Fit Criteria: Click the X or delete icon next to criteria
Best Practices for Fit Criteria:
Be specific: "Growing 20%+ YoY" is better than "fast growth"
Focus on observable characteristics Eve can identify
Include 5-10 fit criteria—not too few (too broad) or too many (too restrictive)
Prioritize criteria that indicate actual need for your solution
Industry Insights:
Why this industry or segment is a good fit for your offering
What unique characteristics make them need your solution
Market trends or dynamics that create opportunity
Edit Industry Insights: Modify the text to better explain industry fit
Pain Points:
Common challenges this ICP faces that your solution addresses
These pull from your GTM AI Profile but can be refined per ICP
Add Pain Points: Click "+ Add Pain Point"
Edit Pain Points: Click on existing pain points to modify
Delete Pain Points: Remove pain points not relevant to this ICP
Location:
Geographic targeting for this ICP
Options: Specific countries, regions, global, or exclude certain locations
Edit Location: Modify to expand or narrow geographic scope
Example: "North America" vs. "United States only" vs. "Global"
Company Size:
Employee count range
Adjust based on who your product serves best
Examples: "10-50," "100-500," "1,000-5,000," "5,000+"
Edit Company Size: Modify the range to reflect your target segment
Target personas define WHO at companies you should reach within this ICP.
Persona Components:
Persona Name and Overview:
Role title (e.g., "VP of Sales," "IT Director," "CFO")
Brief description of what will resonate with this persona
Edit: Modify to better reflect your target role
Likely Titles:
Specific job titles this persona might have
Eve uses these when searching for prospects
Examples for "IT Leader" persona: "CIO," "VP of IT," "IT Director," "Head of Technology"
Add Titles: Include additional job titles that fit this persona
Remove Titles: Delete titles that don't align
Best Practice: Include 5-10 likely titles covering variations (VP vs. Vice President, Director vs. Head, etc.)
Goals and KPIs:
What this persona is trying to achieve
Metrics they're measured on
Examples: "Increase team productivity 20%," "Reduce churn," "Improve forecast accuracy"
Edit Goals: Modify to reflect this persona's actual priorities
Pain Points:
Role-specific challenges this persona faces
Different from company-level pain points—these are individual frustrations
Examples: "Spending 10 hours/week on manual reports," "Can't get visibility into team performance"
Add/Edit/Delete Pain Points: Customize to this persona's actual struggles
Value Drivers:
What motivates this persona to take action
What they value most in solutions
Examples: "Easy implementation," "Executive-ready reporting," "Team adoption," "ROI visibility"
Edit Value Drivers: Align with what actually drives purchase decisions for this role
If an ICP doesn't include all relevant personas you want to target:
In the ICP editor, scroll to Target Personas section
Click "+ Add Persona"
Fill in:
Persona name
Overview/description
Likely titles
Goals and KPIs
Pain points
Value drivers
Save the new persona
Best Practice: Include 3-4 personas per ICP. More than 5-6 personas may indicate the ICP is too broad and should be split.
If a persona isn't relevant to this ICP:
Navigate to the persona in the ICP editor
Click "Delete Persona" or the delete icon
Confirm deletion
The persona is removed from this ICP (but this doesn't affect other ICPs that may include the same persona).
To create an entirely new ICP:
Click "+ Add New ICP" in the ICPs and Leads section
Provide:
ICP Name: Descriptive name (e.g., "Enterprise Financial Services Firms")
Overview: Brief description of this customer segment
Match Criteria: Fit criteria, industry insights, pain points
Location: Geographic targeting
Company Size: Employee count range
Target Personas: Add 3-4 relevant personas
Save the new ICP
Eve will begin researching companies that match your new ICP criteria.
If an ICP isn't relevant or useful:
Navigate to the ICP you want to delete
Click the three dots menu or settings icon
Select "Delete ICP"
Confirm deletion
Warning: Deleting an ICP removes all associated companies and leads from that ICP. Any active campaigns using that ICP won't be affected (they continue with the leads already enrolled), but you can't add new leads from a deleted ICP.
Start Broad, Then Narrow:
Begin with Eve's generated ICPs
Run campaigns to test which characteristics correlate with success
Narrow criteria based on performance data
Example: Start with "SaaS companies 100-1,000 employees," narrow to "200-500 employees" if that range performs best
Use Real Customer Data:
Analyze your existing best customers
What characteristics do they share?
Which industries, sizes, and situations appear most frequently?
Use these patterns to refine ICP criteria
Test One Change at a Time:
Modify one aspect of an ICP and test impact
Don't change multiple criteria simultaneously—you won't know what made the difference
A/B test when possible (create two similar ICPs with one variable different)
Quality Over Quantity:
Tighter, more specific ICPs outperform broad ones
Better to have 100 highly qualified companies than 1,000 mediocre fits
Adjust criteria to increase match score average (see Match Scores section)
Align with Sales Feedback:
Share ICPs with sales team for feedback
Do these match the deals you actually win?
Are personas accurate to who you typically engage?
Adjust based on frontline insights
Q: How do I know if my ICP criteria are too broad or too narrow? A:
Too broad: You're getting 500+ companies per ICP with low average match scores (<65)
Too narrow: You're getting fewer than 50 companies per ICP
Just right: 100-300 companies with average match scores of 70-85+ Monitor campaign performance—if you're getting lots of irrelevant responses or few responses at all, adjust accordingly.
Q: Can I edit an ICP while campaigns using that ICP are running? A: Yes, but changes only affect NEW companies searched after the edit. Existing companies and leads in active campaigns aren't retroactively updated. If you make significant ICP changes, consider creating new campaigns to leverage the updated targeting.
Q: Should I create very specific ICPs or broader ones? A: Lean toward specific. Specific ICPs enable more relevant messaging and better targeting, which improves response rates. You can always create multiple specific ICPs to cover different segments rather than one overly broad ICP. Specificity compounds—better targeting → better messaging → better results.
Q: What's the minimum number of fit criteria I should include? A: Include at least 3-5 meaningful fit criteria. Too few (1-2) and the ICP is likely too broad, catching too many poor fits. Aim for 5-10 criteria that meaningfully narrow down to companies that genuinely need your solution and can afford it.
Q: Can I use the same persona across multiple ICPs? A: Yes, absolutely. If you're targeting CIOs across both "Healthcare" and "Financial Services" ICPs, include the CIO persona in both. You may customize persona details slightly per ICP (e.g., healthcare-specific pain points for the Healthcare ICP's CIO persona).
Q: How many personas should each ICP have? A: 3-4 personas is ideal. At minimum, have 2 personas. More than 5-6 suggests the ICP may be too broad. Each persona should represent a meaningfully different role with different goals and pain points. If personas are very similar, consolidate them.
Q: What if I don't know what criteria to use for my ICP? A: Start with Eve's suggested ICPs and run initial campaigns. Analyze which companies respond positively and which don't. Look for patterns in:
Company size of responders vs. non-responders
Industries with best engagement
Common characteristics of converted leads Use this data to refine ICP criteria over time. ICPs evolve with learning.
Q: Can I create an ICP for a very niche market? A: Yes. Niche ICPs often perform extremely well because targeting is precise and messaging is highly relevant. However, be prepared for smaller company pools. If your niche is very small (< 50 companies globally), you may need to expand criteria slightly or accept that this ICP will have limited scale.
Q: How do I add company-specific attributes like "Uses Salesforce" to match criteria? A: In the fit criteria section, add criteria like "Uses Salesforce CRM," "Built on AWS," "Uses HubSpot," etc. Eve will attempt to identify companies meeting these technology criteria during research. Note that technology stack information isn't always publicly available, so results may vary.
Q: What happens to existing leads if I modify an ICP? A: Existing leads already found and added to campaigns remain unchanged. ICP modifications only affect future company searches. If you significantly change an ICP and want to find companies under new criteria, you'll need to research additional companies (see "How to Add Companies" section).
Q: Should pain points in ICPs be company-level or individual-level? A: ICP pain points should be company-level challenges. Individual-level pain points belong to personas within the ICP. For example:
ICP pain point: "Struggling to scale operations efficiently"
Persona pain point: "Spending 15 hours/week on manual reporting" This distinction keeps your targeting strategic (company) and your messaging personal (individual).
