How AI Agents Are Redefining ICP Targeting
Firmographics fail. Vibes rule. ANY signal, EVERY account.
I shipped something big on Tuesday – check out Keyplay’s new AI Agents here.
AIxGTM hype has been overly focused on messaging.
"It will write personalized emails for you!" "It'll create the perfect call script!" "Just prompt it to write your ad copy!"
This is exciting.
But I believe that AI Agents can be even more transformative for targeting.
Everyone is experimenting with Co-Pilots, AI SDRs, and content generation. Few companies have unlocked the more practical and strategic application – AI for ICP targeting.
You know firmographics fail. But you defer fixing it because you don’t have a better way.
Today, that’s changed.
For the past six months, we've been working with forward-thinking B2B teams to build the AI-Native solution for ICP targeting.
Keyplay AI Agents answer ANY questions for EVERY account in your market.
They research, analyze, and enrich accounts while you sleep. They work at scale across thousands or millions of potential customers. They aren’t another co-pilot or chatbot for your SDRs. They are market analysts that give you intelligence to support your most strategic activities – market segmentation, account selection, and prioritization.
We’ve just introduced this product, but it’s not new for everyone.
The solution has emerged through our work with customers like Dscout, Aerospike, Conveyor, and StrongDM, who have been using Keyplay AI Agents to uncover what we call "impossible signals." They’ve found ICP themes and traits that truly predict success but have historically been impossible to scale.
In this newsletter, I’d like to share why we built this and how it helps.
Even if you don’t choose our solution, I hope these learnings can help you redefine your targeting approach for the AI era.
The Problem with Traditional ICP Targeting
Most companies settle for basic firmographic targeting. We know it’s limiting our growth, but we haven’t had a better way. We know these two companies are very different, but the data says they are the same.
The limitations are clear:
Firmographics miss the context that truly indicates fit (business situations, priorities).
Manual research doesn't scale beyond a handful of accounts.
Legacy ML models lack transparency, producing black-box scores without explanations.
"Vibe" signals remain elusive, impossible to capture systematically.
The New Way: AI Agents for ICP Targeting
Keyplay AI Agents are a fundamental shift in how companies identify, segment, and prioritize accounts. Instead of relying on legacy firmographic filters or black box ML, you can now answer any account research question about every account in your market.
This new way of targeting delivers:
20-30% reduction in non-ICP spend (i.e. waste).
Higher conversion with strategic, segment-specific messaging.
Competitive advantage via unique targeting.
Find Your ICP with "Impossible Signals”
You want those valuable "vibe" signals your best rep would pick up. These “impossible signals” used to cost hundreds of hours of manual research. AI Agents make it possible to find them for every account in your market, automatically. Here are some real examples from our customers:
As Kate Johnson, VP of Marketing at Dscout explains: "We knew our best accounts had a common pattern, but we couldn't identify it with traditional data providers. Keyplay's AI Agents have helped us track that 'impossible' signal."
Keyplay Approach
Most AI for GTM tools are easy to get started, but hard to get right at scale. You don’t need another AI “toy.” With testing tools, CRM integrations, and services, Keyplay agents are ready to scale.
“Just run a domain through ChatGPT and now you have AI for targeting” is great in theory. But in practice, AI needs guardrails. Or you’re back to where you started, wasting 20-30% of your spend on non-ICP accounts.
Start Finding Your Impossible Signals Today
Keyplay AI Agents are now live for all customers.
If you aren’t a Keyplay user, we can fix that. We offer in-depth, free POCs to show off our agents and build a business case. Request yours here.
The time for generic targeting is over. While your competitors are still filtering by industry and employee count, you can now identify the specific business situations, use cases, and priorities that truly predict success.
I’m excited to see what you do with AI for ICP Targeting. Have a cool use case or story?
Share it! Just reply to this email, I read them all.