Frequently Asked Questions

• What is an ICP Model?

  99% of B2B companies want to focus on their true ICP. But the traditional "filter and flood" list building tools don't support a nuanced and dynamic ICP program.

  There's a better way, an ICP Model.
  
  An ICP Model uses account fit insights to represent your ideal customer profile with data. It helps you identify & prioritize your best-fit accounts with scoring, tiering, and intelligence. 

  It’s not just about company size or industry; it includes nuanced factors about each company’s business situation, activities, and problems, represented in signals or AI-driven insights. It’s a dynamic system that continuously ranks accounts for marketing and sales. 

  If you’ve read this far, and you’re interested in us helping you create your own ICP Model, you can talk to Katie about it here.

• What is Keyplay? How does it help?

  Keyplay is the ICP modeling and account scoring solution for modern B2B. 

  Working as a companion to your CRM, Keyplay uses AI lookalikes and fit signals to model your ideal customer, score & segment accounts, and surface new opportunities. It helps you prioritize best-fit accounts and understand your target market. So you can finally feel confident you’re working the right accounts.
  

  Using a battle-tested methodology, we will help you move from a dreaded RevOps "list building" project to a dynamic ICP program. Keyplay will improve territory planning, outbound targeting, ABM performance, and lead qualification.
  

  The primary outputs from your Keyplay ICP Model are:

  1. Account Scores and Tiers.

  2. Account Signals.

  3. New Account Discovery.

  This data and intelligence from Keyplay is continuously updated and synced with your CRM.

• What are the main use cases for Keyplay?

  Keyplay helps marketing and sales prioritize accounts for:

  1. Territory Planning.

  2. Account-Based Marketing & Advertising.

  3. Outbound Enablement.

  4. Inbound Lead Qualification.

  5. Market Segmentation. 

  Keyplay is often purchased as part of a strategic initiative like:

  • Launching or revising an ABM strategy.

  • Expanding a sales-led motion (hiring more AEs and SDRs).

  • Optimizing or expanding a LinkedIn Ads strategy.

  • Entering new segments and/or moving up-market.

  • Launching new products or markets with distinct ICPs.

• How is Keyplay different from data providers (e.g. ZoomInfo, Apollo)?

  Traditional data providers deliver raw lists with rigid filters. This “filter and flood” approach doesn’t capture the nuance and specificity required to model your ICP.

  Keyplay focuses on prioritization – using dynamic ICP scoring to identify the best-fit accounts. Instead of just adding more records, you’re building an ICP program.

  Beyond firmographics and technographics, Keyplay includes nuanced factors about each company’s business situation, activities, and problems, giving you custom signals and insights.

• How is Keyplay different from ABM Platforms (e.g. 6sense, Demandbase)?

  ABM platforms focus on intent. Keyplay focuses on ICP and fit.

  Platforms like 6sense and Demandbase deliver intent data and display ads, but without a well-modeled ICP, intent signals lose their value.

  Keyplay helps build ICP models that prioritize fit first, making ABM work as it was originally intended.

  ABM is a wonderful strategy. Unfortunately, when “ABM Platform” became a vendor category, the principles got lost in a maze of buzzwords, bloated suites, and $100K+ over-promises. At Keyplay we help bring an ICP-first strategy back to ABM.

• Who is Keyplay best for?

  Keyplay is ideal for growing B2B SaaS companies with a sales-led motion, 5+ AEs, and Salesforce or HubSpot CRM. We tend to work with companies from Series A to post-IPO. 

  We are best for companies that need to prioritize accounts for multiple segments, optimize their sales and marketing efforts, and struggle with inaccurate or outdated ICP models.

• How much does it cost?

  Keyplay offers a range of plans based on your stage and needs.

  Our Growth plan is $12K/year for ICP modeling with all standard fit signals, AI Lookalikes, CRM integrations, and ongoing scoring & enrichment for up to 50K CRM records.

  Our Full-Service ICP plans start at $24K/year and increase based on customization, CRM account volume, and number of models. It includes everything in Growth, plus API access, multi-model support, selective sync, custom signals (add-on), and additional services. 

  Our List Builder plan is a self-serve, freemium option for companies who need to jumpstart outbound & LinkedIn Ads with a quality account list. You can start for free and then purchase credits to save and download more accounts.

• How does it work with my other tools?

  Keyplay effortlessly integrates with your CRM, so you can operationalize your ICP within the systems you already use. Our CRM integration provides ongoing scoring and enrichment, allowing your teams to access actionable insights directly within their workflow.

  Learn more about Keyplay for Salesforce.

  Learn more about Keyplay for HubSpot.

• How do I know if my ICP Model is accurate?

  Accuracy comes from testing and iteration. With Keyplay, you can backtest your ICP Model by comparing real customer data, tracking progress with best-fit and not-fit accounts, and refining based on what’s working. It’s an ongoing process, not a one-time project.

  Learn more about how Keyplay backtests your ICP model.

• Is Keyplay secure?

  Yes, we follow industry-standard security practices, including data encryption and continuous monitoring. Keyplay doesn’t access any PII (personal identifiable information) and implements careful controls to protect your data.

  Learn more about our security program.

• Can I get a free trial or proof of concept (POC)?

  Yes, we offer proof of concept engagements to help you see how Keyplay works in your specific use case. It’s the easiest way to validate the impact before making a larger commitment.

  Request a Demo to learn more about our POC process.

  If you’re looking for a self-serve starter option, try our free List Builder.