Online course: ICP Modelling and targeting with AI
Build an AI-powered ICP scoring system that turns raw account data into pipeline
Instructor: Eric Linssen
Growth Lead @ Keyplay
AI is redefining ICP targeting. If you are still stuck using manual personas, static segments, and spray-and-pray lists, this is for you. A system to build a dynamic ICP model on buying signals, and the ABM plays to activate it.
- Build a modern ICP model using firmographic, technographic, and behavioral data
- Use AI to score and prioritize accounts that are in-market
- Identify target accounts using tools like Keyplay, Clay, and your CRM
- Launch ABM campaigns with precision. No more wasted ads or SDR time
- Get templates to test, refine, and activate your ICP fast
From CXL, trusted by 90,000+ marketers at companies like these:
Static ICPs lose deals. Dynamic ones, scored on real buying signals, find the accounts that are ready now.
The old playbook is broken. Static firmographics and gut-feel personas don’t work. The best teams right now use AI to spot real buying signals, build dynamic ICPs, and focus only on accounts that have a high chance to convert.
This course is a focused sprint to define your ICP and activate it using AI-powered targeting and ABM plays.
Part 01: Building the ICP engine
Before you can activate an ICP, you need to prove who belongs in it. Customer data, market signals, and AI-assisted analysis become a scoring engine that defines your best-fit accounts, ranks your market by fit, and gives Sales and Marketing a shared model for deciding where to focus.
- Why ICPs are the foundation of B2B performance
- How to build an ICP model and map your TAM
Part 02: ICP Modeling Methodology
Once the ICP engine shows which accounts deserve focus, the next step is turning that model into action. Scored accounts become tiered GTM plays, budget decisions, coordinated campaigns, and executive reporting that shows where the market opportunity is, how much has been penetrated, and which accounts are moving through the pipeline.
- Account engagement: Turning your ICP into action
- Account measurement and reporting
Marketing Engineer: eight-week cohort, starts 11 January
Live Tuesdays, 3 PM UTC, to 9 March. With Diane Wiredu, Ann Smarty, Tyler Durman and Nick Christensen. Included in the annual plan.
Meet your instructor
Eric Linssen is the Growth Lead at Keyplay and co-founder of Demand Collective. He specializes in building data-driven ICP models and leveraging AI to transform account targeting and ABM strategies. Eric is known for turning complex GTM challenges into clear, actionable workflows that drive real pipeline.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
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