Marketing · Lead Generation / 01 of 09

ICP & TAM Mapping

Work out who actually buys from you, then count how many of them exist, in concentric layers, so that you can size the market and plan the infrastructure before you spend a penny on it.

How it runs

Count falls, permission to personalise rises

Trigger

Closed-won list in

Step 01

Enrich every record

Step 02

Analyse firmographics and titles

Step 03

ICP definition out

continues

Step 04

Company search on that filter

Layers — 3 rings

Layer 1: everyone who fits
Layer 2: one buying signal
Layer 3: several signals

Innermost ring earns a bespoke asset

Outcome

Counts and cost model

What it is

ICP work tells you who actually buys; TAM mapping tells you how many of them exist and how many are worth personalising for.

You need this if your list is "everyone in the industry", which means you pay the same infrastructure cost to reach people who will never buy as the people who will.

Sizing the market after you have already bought the inboxes is how budgets get set by hope.

If you already know your ICP, the layer counts are what turn it into an infrastructure plan and a revenue forecast.

What it does for you

The market gets counted in three layers rather than one number

so you know how many contacts justify a bespoke asset and how many only justify a volume sequence.

Infrastructure gets planned against real counts

so you buy the domains and inboxes the campaign actually needs and hold spares for the ones that burn.

Cost per lead and expected return are modelled before launch

so the campaign starts as a forecast rather than a bet.

Built and running

Solar On Steroids

Live

The US launch began by mapping the addressable market across seven Northeast states from maps data and an industry directory rather than a single purchased list, so that the lead target and the sending infrastructure were both sized before anything was bought.

How to build it

Start from closed-won rather than from who you wish would buy, because the pattern is already in your own data
Enrich every one of those records so that firmographics and titles are comparable rather than anecdotal
Write the ICP as a filter someone else could run, not as a paragraph
Count Layer 1 by running that filter as a company search and taking the total
Count Layer 2 and Layer 3 by testing each buying signal across Layer 1 and recording what percentage carries one signal and what percentage carries several
Multiply the layer counts by realistic contact, deliverability and reply rates so that the infrastructure spend and the expected return sit on the same page

Want this one built into your business?

Thirty minutes, no deck. We map what you run today and tell you what it would take.

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