The Ideal Customer Profile

Guide the right prospects to schedule meetings with your sales team to increase the quality of your pipeline and, in turn, shorten deal cycles. When a visitor completes a form on your site, dynamically offer a sales rep’s calendar to only the visitors in their ideal customer profile.

How to Build the Ideal Customer Profile

Build a Form Experience so your reps speak with the most promising visitors.

1. Connect Qualified to your Marketing Automation Platform

Form Experiences are triggered when a Marketo, Pardot, or HubSpot form is submitted. Once your form is built, verify that the MAP is connected with Qualified.

2. Configure Meeting Types & Meeting Routing

Create or verify that you have the right meeting types and meeting routing for these accounts. We recommend customizing meeting types for two similar types of visitors.

• Route visitors from target accounts to the Salesforce contact owner ID:
  
• Route visitors from accounts in your ICP to your BDR group:
  

3. Create a Form Experience

Next, design a new Form Experience:

1. Click Show this experience to visitors that fill out.
2. From the right panel, pick which form to connect from Select form.
3. Insert a Branch action and set the criteria to your Salesforce Target Accounts list. 
4. Below the Match branch:
   1. Insert an Offer a meeting (fullscreen) action.
   2. Click the Route for Meeting step and then click Select Meeting type from the right panel. Choose the meeting type designed for your target accounts.
5. Below the No Match branch, insert another Branch action.
6. Within your second branch’s criteria, check the visitor’s form answers to learn if they’re in your ICP. If your form includes Number of Employees and Industry fields, for example, choose your MAP, like Marketo Lead, and then those form fields:
   
7. Below the Match branch:
   1. Insert an Offer a meeting (fullscreen) action.
   2. Click the Route for Meeting step and then click Select Meeting type from the right panel. Choose the meeting type designed for your target accounts.
8. Below the No Match branch, end the Experience or add a Start a conversation action to direct them to live chat with an available sales rep.
9. When you finish building your Experience, click Save in the top-right corner.

TIP! You can also reference fields from Clearbit, Salesforce, or your other marketing automation platforms to learn if they’re in your ICP.

Use Case

TroveRobotics is laser-focused on growing pipeline from their ideal customer profile (ICP). To make sure visitors in their ICP are given VIP treatment, Admin Anna creates a new Experience that checks submitted forms for fields that indicate an ICP account. When identified, visitors can immediately schedule a meeting without emailing back and forth.

After the Form Experience is created, every submission on their pricing page is reviewed for ICP criteria. A visitor happens to be in their ICP, so they’re offered Rep Raquel’s calendar right away. With minimal effort, they schedule a meeting and Rep Raquel starts researching her new high-priority account.