Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to?

This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers.

We also share the powerful go-to-market process of Cataloguing the Market—a strategy that helps you validate who’s actually a good fit before you waste a single dollar on ads or outbound.

Tune in and learn:

+ How to identify and define your Anti-ICP (with examples)

+ The 80/20 analysis that reveals who’s a drag on your business

+ Why Cataloguing the Market gives you unfair timing advantage

If you’re tired of spending time and money chasing the wrong accounts—or if you’re looking to finally build a sustainable demand engine = this episode is a must-watch.

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🔗 Links + CTAs

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🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

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00:00 Stop Wasting Time on the Wrong Customers

01:06 What is the 5 BEs Framework?

02:19 Why You Need an Anti-ICP

03:20 $10K Wasted on the Wrong Fit

05:31 How to Identify Your Anti-ICP

06:49 Ask Your Team: Who Do You Hate Working With?

07:49 Documenting Red Flag Customers

08:28 Firmographics vs Demographics

09:36 Use Case Clarity: Where You Deliver Value

10:35 What Anti-ICPs Tell You About the Buying Committee

11:04 What is “Cataloguing the Market”?

12:19 How Cataloguing Prevents Wasted Spend

13:31 Why Predictable Revenue Broke Go-To-Market

14:43 How Timing Drives Smarter Spend

16:34 Precision Over Pressure: Striking at the Right Time

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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S07 E182 - The B2B Playbook

#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy