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Unlocking focused growth
through AI-driven ICP clarity

Move the lens to bring the message into focus

Level 1 · The Company

Meet heyData

Berlin-based compliance-tech company
All-in-one software for GDPR & data protection
Automates compliance workflows end to end
Rapidly expanding product portfolio
Customers across many industries
Level 2 · The Challenge

A growing portfolio, a blurry customer picture

heyData's rapidly expanding product portfolio made it difficult to maintain a clear and actionable ICP. Sales and marketing struggled to prioritise outreach, segment customers, and focus resources on the highest-value opportunities.

The customer base, as sales and marketing saw it: all alike, no way to tell who to focus on. (Schematic illustration, not actual customer data.)

Level 3 · The ICP Lens

Three solutions, one sharp picture

Gemma brought the ICP into focus in three steps.

Run them in order and watch the customer base sharpen

Solution 01

Customer Data Enrichment

AI-driven enhancement of customer attributes: the foundation for an actionable ICP definition.

Solution 02

ICP Analysis

Customer attributes, subscriptions and product usage reveal strong predictors of high-value customers.

Solution 03

Expanded ICP Definition

A nuanced, multi-segment ICP framework that reflects heyData's broader product portfolio.

0 / 3 applied
Acquisition focus Upsell focus Nurture

Schematic illustration, not actual customer data.

Run all three solutions to unlock the result
Level 4 · The Result

Every customer, a clear priority

The Outcome
One sharp ICP one definition of the ideal customer, shared by every team
3 segments acquisition focus, upsell focus, nurture: every customer lands in one
Highest value first prospects and upsells ranked by the strongest predictors
Marketing Budget flows to the highest-value clusters Sales Best-fit prospects top the call list Account Management Upsell potential visible per customer
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© Gemma Analytics · Case Study heyData