Marketing to everyone is marketing to no one. Growth-focused businesses market to an audience of one. 

In this episode of 10-Minute Masterclass, Trey Sheneman breaks down how to create your Ideal Customer Profile (ICP)—the key to higher conversion rates, better retention, and scalable sales growth. Using real-world case studies, Trey walks through a four-step process for identifying, refining, and testing your ICP so your sales team can close more deals with less effort. If you’re serious about increasing sales efficiency and customer loyalty, this episode is a must-listen.

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Key Takeaways:
- Why most businesses get ICPs wrong—and how that leads to wasted time and money.
- The four-step framework for defining your ICP: demographics, psychographics, triggers, and validation.
- Why customer pain points and decision-making processes matter more than surface-level data.
- The power of refining and testing your ICP over time—it’s not a one-and-done process.
- How a company scaled 250x in one year by focusing only on its best-fit customers.

Timestamped Highlights
- [00:00] – Why marketing to everyone is marketing to no one.
- [01:30] – Defining an Ideal Customer Profile (ICP)—and why it’s essential for scaling.
- [03:00] – The four steps to building an ICP that actually works.
- [04:15] – Step 1: Demographics—why this is the starting point but not the finish line.
- [05:45] – Step 2: Psychographics—understanding customer pain points and emotional drivers.
- [06:30] – Step 3: Triggers—what makes someone ready to buy right now.
- [07:15] – Step 4: Validation—testing, refining, and iterating your ICP over time.
- [08:30] – Why nailing your ICP turns transactional businesses into relationship-driven flywheels.
- [09:00] – Final takeaway: Your ICP isn’t static—your business grows when your ICP evolves.

Call to Action
Want to work with Trey and his Team? Then go to Herald:
🔗 Herald – https://www.weareherald.co/

Want to connect with Trey for a follow up question? Find him on LinkedIn:
🔗 https://www.linkedin.com/in/treyshen/

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training:
🔗 https://www.thecompassmethod.co/crashcourse

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