#182: The Anti-ICP: How to Identify Customers You Should NEVER Market To!

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 advantageIf 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.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency🧠 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-----------------------------------------------------🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses📺 YouTube: https://www.youtube.com/@theb2bplaybook📩 Newsletter: https://theb2bplaybook.com/newsletter/📚 Latest content: https://theb2bplaybook.com/-----------------------------------------------------00:00 Stop Wasting Time on the Wrong Customers01:06 What is the 5 BEs Framework?02:19 Why You Need an Anti-ICP03:20 $10K Wasted on the Wrong Fit05:31 How to Identify Your Anti-ICP06:49 Ask Your Team: Who Do You Hate Working With?07:49 Documenting Red Flag Customers08:28 Firmographics vs Demographics09:36 Use Case Clarity: Where You Deliver Value10:35 What Anti-ICPs Tell You About the Buying Committee11:04 What is “Cataloguing the Market”?12:19 How Cataloguing Prevents Wasted Spend13:31 Why Predictable Revenue Broke Go-To-Market14:43 How Timing Drives Smarter Spend16:34 Precision Over Pressure: Striking at the Right Time-----------------------------------------------------👥 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??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-gen...S07 E182 - The B2B Playbook#B2BMarketing #GoToMarketStrategy #DemandGeneration #MarketingStrategy