How to build a customer profile for better targeting

Your customer profile is probably wrong, and that’s fine—as long as you know it. Most B2B teams build a profile during a kickoff workshop, plug it into a slide deck, and treat it like a fossil for the next two years while their actual customers change jobs, switch budgets, and stop caring about the things the profile says they care about. The teams that win treat customer profiles as living documents—reviewed quarterly, updated with real CRM data, and tied to the workflows that depend on them.