ICP Lab
Compare market hypotheses instead of accepting one plausible guess.
Azzy generates a primary ICP, a broader market and an experimental segment — each with buyer roles, pains, triggers, exclusions and confidence.
Build your first ICPEvery profile includes
Company sizeIndustryGeographyBuyer roleBuyer levelPainsTriggersIntent signalsExclusionsConfidence scoreRationale
Three profiles, not one
Primary ICP
Growing B2B SaaS sales teams (50–250 employees)
Role: VP Sales · Head of Sales
Pain: Proposal inconsistency increases as the team grows.
Trigger: Third SDR hired · Hiring announcement
Confidence92%
Product directly addresses onboarding and standardization pressure at this size.
Broader market
Professional services firms (consulting, law, finance)
Role: Business development · Engagement manager
Pain: Proposals are high-stakes and time-intensive.
Trigger: New partner joined · Headcount growth
Confidence74%
High proposal volume and custom format requirements create fit. Proof required.
Experimental
Solo consultants and boutique agencies
Role: Founder · Owner
Pain: Proposal quality is inconsistent because it depends on available time.
Trigger: Recent personal branding activity
Confidence61%
Unit economics are uncertain. Test with non-credit activities first.
Versioned, not overwritten
You can promote an experimental ICP to primary, create alternatives or narrow criteria. Old versions stay accessible so you can compare your thinking over time.
When you select an ICP, the Lead Research module uses it as the target. Company Brain updates improve ICP quality automatically.
v1: Initial AI proposal
v2: Narrowed to 50–250 employees
v3: Added SDR hiring trigger
v4 (current): Excluded solo consultants