How to Evolve Your Ideal Customer Profile (ICP) as Users Grow

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How to Evolve Your Ideal Customer Profile (ICP) as Users Grow

Many SaaS businesses define their ICPs early and stick to those profiles. But in reality, your users change as they grow—their needs, expectations, and maturity evolve. Skipping this evolution can limit your growth and lead to wasted resources.

Embracing the changing stages of your users helps you stay aligned with their needs and unlock new upsell opportunities. Here’s how to adapt your ICP based on user maturity over time.

Understanding the Stages of User Maturity

Stage 1: Solving the Core Problem

Initially, users are interested in solving a specific problem. They want your product to deliver a clear, tangible outcome—like automation, collaboration, or data insights.

Stage 2: Gaining Control and Customization

As users become comfortable, they ask for more control—custom fields, integrations, and features that tailor the experience. They’re seeking to maximize value and fit your tool into their workflows.

Stage 3: Embedding and Optimizing

At this phase, your product is integral to their business. Users want advanced reporting, permissions, role management, and scalable capabilities. They expect your platform to support their growth.

Why This Matters for Your Business

  • Aligning your messaging with user maturity builds trust and retention.
  • Targeted features and offerings increase the likelihood of upselling.
  • Understanding user growth prevents misalignment and wasted development.

How to Adjust Your ICP for Evolving Users

Here’s a simple process to refine your ICP based on user growth:

  • Map out the typical user journey and key milestones.
  • Identify distinct needs at each stage—what features or benefits matter most.
  • Update your ICP criteria to reflect these stages, not just initial buyer demographics.
  • Communicate these evolving needs in your marketing and onboarding.
  • Offer tailored upsell paths aligned with their maturity stage.

Action Items to Implement Today

  • Review your current ICP and identify where user growth is overlooked.
  • Create or update user journey maps to spot evolving needs.
  • Segment your users by maturity stage for targeted engagement.
  • Develop features or messaging that align with each stage’s specific needs.
  • Regularly gather feedback to refine your understanding of user evolution.

Remember, your users don’t stay the same—their expectations and needs grow. Evolving your ICP along with them ensures your SaaS product remains relevant and keeps driving revenue.