ICP Segmentation · Facilio PMM

Not all customers are the same.
Not all stories should be either.

Tier 1
Global IFMs · 10k+ employees
Future ICP
Tier 2
Regional IFMs · <10k employees
Hard to crack
Tier 3
Growing FMs · <1k employees
Sweet spot ✦
Who they are
Buying trigger
GTM motion
En masse · Webinar · Events
Account-Based Marketing
Account-Based Marketing
Message angle
Tier 1
Global IFMs
10k+ employees · established operators
Future ICP
Who they are
  • Brand-name operators with multi-country footprints.
  • ERPs, legacy CaFM, and native tools already in place.
Motion
En masse · webinar · events
Message angle
  • Industry thought leadership.
  • Net-zero and the future of FM.
Tier 2
Regional IFMs
<10k employees · country leaders expanding markets
Hard to crack
Buying trigger
  • Win marquee clients in RFPs.
  • Prove tech capability in new markets.
  • Consolidate fragmented IT stacks.
Motion
Account-Based Marketing
Message angle
  • "Stand out in your next RFP."
  • Growth without complexity.
Tier 3
Growing FMs
<1k employees · hungry for tech-led differentiation
Sweet spot ✦
Buying trigger
  • Differentiate to grow faster.
  • Reduce operational firefighting.
  • Scale without adding headcount.
Motion
Account-Based Marketing
Message angle
  • "Your CaFM is holding you back."
  • Tech-led growth, fast time-to-value.

Middle East · UK · US markets · IFM PMM Handbook, Facilio 2024