Impact Report / Website Intent & ICP Match

WebID ICP Filter Northwind Commerce: the buyers on the site, their company size, and whether we have ever advertised to them

Website identity and LinkedIn ads / 1 March 2026 to 28 July 2026 / prepared by Impactable

59 ICP companies 30 ICP named people 29 distinct ICP accounts 3 with paid exposure 11 competitor entities on site 1 complete three signal account

What this tab shows

59 ICP companies and 30 named ICP buyers are already visiting the site. Three have also been served ads.

Every ICP company in this dataset visits only one to three times, so they sit invisibly beneath high frequency job seekers and crawlers in any volume ranking. This analysis instead pulls the full industry distribution across all 1,306 identified companies, sweeps every ICP industry bucket exhaustively, and filters people by seniority and department rather than by session count.

The result is the buyer list below: 59 ICP companies, 30 named ICP people, and 3 companies already touched by paid. ICP Brand 51 is the clearest overlap — present in both the July ad cohort and the website, with two named marketing managers.

The account to lead with

ICP Brand 51 is the only complete account in the dataset: ads, then site, then two named buyers.

246 paid impressions and 7 clicks in the 180 day window, present in the July engaged cohort at 179 impressions, 2 website visits, and two named people in performance marketing and brand management. 501 to 1,000 employees, squarely inside the ICP band, cosmetics.

Every other account in this report has one or two of those three signals. This is the single proof that the full funnel can work, and it is the strongest named account story in the quarter.

Method, stated so it can be challenged

Companies: Full industry distribution across all 1,306 identified companies, then exhaustive pulls of the 11 core ICP industries (74 companies, complete set) plus a sweep of the mislabel prone buckets Automotive, Building materials, Wholesale, Consumer services and Design (100 rows).
People, pass A: Seniority filter. CXO returned 95 rows, the complete set. Director, VP, Owner, Partner and Senior returned 100 rows.
People, pass B: Department filter across Marketing, Purchasing and Product management at all seniorities, 57 rows, the complete set. This catches manager level brand and ecommerce people that a seniority filter misses.
Join: Normalised on lowercase, punctuation stripped, corporate suffixes removed (inc, llc, group, usa, brands, the, company), minimum token length 5 to avoid short string false positives.
Label override: WebID industry labels were disregarded where wrong. ICP Brand 51, ICP Brand 47, ICP Brand 10, ICP Brand 110, ICP Brand 111 and ICP Brand 92 are all filed under Automotive. ICP Brand 80, ICP Brand 18, ICP Brand 59 and ICP Brand 35 are under Building materials.
Known limit: The ad exposure list is the top 100 ICP industry companies by impressions, which bottoms out around 235 impressions. Companies below that threshold may have exposure this join cannot see. ICP Brand 9 is a confirmed example at 145 July impressions. So 3 matched is a floor and 56 unmatched is a ceiling.

ICP people by company size

30 named people across 29 companies. Size is the decisive filter because the minimum contract is $7,500 to $15,000 per month.

2 to 10

4below floor

11 to 50

5below floor

51 to 200

4ICP band

201 to 500

7ICP band, largest

501 to 1,000

2ICP band

1,001 to 5,000

1ICP band

5,001 to 10,000

2enterprise

10,001+

1enterprise

Unknown

4unresolved

Inside stated ICP band

51 to 5,000 employees

47% of named ICP people

Below contract floor

Under 50 employees

30%, likely cannot pay

Largest single band

201-500

7 named people

Same band, zero ad leads

Accounts with 2+ buyers

ICP Brand 51

Buying committee forming

The 201 to 500 band is where the best inbound buyers live and it is the same band the audience analysis flagged for 319 clicks, a healthy 1.60% CTR and zero leads. Those two facts together move the diagnosis: this is not an audience fit problem, it is a conversion problem in a band that is already engaging on both channels.

The ICP prospect list

Ordered by signal strength then size. Three signals means paid or organic ad exposure, plus a website visit, plus a named person.

Company	Size	Named person title	Function	Signals	Priority
ICP Brand 51	501-1000	Sr. Manager, Performance Marketing NA plus Brand Manager	Marketing	Ads + site + 2 people	Tier 1
ICP Brand 18	201-500	VP of Global Digital Strategy	Marketing	Site + person	Tier 1
ICP Brand 88	201-500	Director of Ecommerce	Ecommerce	Site + person	Tier 1
ICP Brand 112	51-200	Supply Chain Director	Purchasing	Site + person	Tier 1
ICP Brand 100	201-500	VP Commercial	Commercial	Site + person	Tier 1
ICP Brand 59	51-200	Brand Manager	Marketing	Organic + site + person	Tier 1
ICP Brand 52 (ICP Brand 89)	51-200	Senior Marketing Product Manager	Marketing	Site + person	Tier 1
ICP Brand 27	201-500	Retention Marketing Associate	Marketing	Organic + site + person	Tier 2
ICP Brand 7	201-500	Chairman	Executive	Site + person	Tier 2
ICP Brand 20	201-500	Owner	Executive	Site + person	Tier 2
ICP Brand 98	201-500	Senior Social Media Manager	Marketing	Site + person	Tier 2
ICP Brand 47	201-500	company identified, person not resolved	n/a	Site only	Tier 2
ICP Brand 76	51-200	Chief Executive Officer	Executive	Site + person	Tier 2
ICP Brand 77	1001-5000	Senior Brand Manager and Director, Personal Care	Marketing	Site + person	Tier 2
ICP Brand 92	1001-5000	company identified, person not resolved	n/a	Ads + site	Tier 2
ICP Brand 42	11-50	Vice President, Marketing	Marketing	Site + person	Verify size
ICP Brand 75	11-50	Chief Operating Officer	Executive	Site + person	Verify size
ICP Brand 30	11-50	Merchandising Consultant	Merchandising	Site + person	Verify size
ICP Brand 65	11-50	Assoc. Manager of Ecommerce Advertising	Ecommerce	Site + person	Verify size
ICP Brand 96	11-50	President and Owner	Executive	Site + person	Verify size
ICP Brand 48	2-10	Director of Ecommerce	Ecommerce	Site + person	Size label suspect
ICP Brand 37	2-10	Brand Marketing Director	Marketing	Site + person	Verify size
ICP Brand 97	2-10	Marketing Manager	Marketing	Site + person	Verify size
ICP Brand 13	2-10	President	Executive	Site + person	Verify size
ICP Brand 22	5001-10000	eCommerce Advertising Manager	Ecommerce	Site + person	Enterprise
ICP Brand 1	5001-10000	Board Member	Board	Organic + site + person	Enterprise
Enterprise Account 61	5001-10000	Lead Client Computing Analyst	IT, wrong fit	Ads + site	Wrong role
ICP Brand 8	10001+	Director of Software Engineering	IT, wrong fit	Organic + site + person	Wrong role
ICP Brand 49	Unknown	Chief Executive Officer	Executive	Site + person	Enrich
ICP Brand 21	Unknown	Owner and President	Executive	Site + person	Enrich
ICP Brand 33	Unknown	Chief Executive Officer	Executive	Site + person	Enrich
ICP Brand 26	Unknown	Owner	Executive	Site + person	Enrich

Seven Tier 1 accounts carry a named decision maker in marketing, ecommerce, commercial or purchasing at a company inside or adjacent to the ICP band. That is the outreach list. Every LinkedIn URL must be verified by hand first: two records elsewhere in this dataset link to the wrong person.

Competitors and agencies on the site

Eleven entities, several with named executives. Read twice: it is contamination in every ABM count, and it is evidence the positioning is landing.

Entity	What they are	Named person	Ad signal	Action
Competitor 9	Self described "Premium and Professional Beauty Full Service Amazon Agency"	CEO and Founder	Site only	Exclude
Competitor 27	Direct competitor, profiled in the April white space analysis	Senior Marketing Manager	Very high, 44 organic eng.	Exclude
Competitor 1	Ecommerce growth agency	VP of Sales	Very high, 117 impr, 10 clicks	Exclude
Competitor 10	Marketplace management agency	Chief Engagement Officer	Site only	Exclude
Competitor 11	"One Stop Shop For All Amazon Creatives"	Founder and Principal Designer	Site only	Exclude
Competitor 4	Amazon affiliate marketing	Account Director, Amazon Affiliate	Site only	Exclude
Competitor 6	Independent Amazon and ecommerce strategist	Amazon and eCommerce Strategist	Site only	Exclude
Competitor 23	Ecommerce agency	Director of Marketing	Site only	Exclude
Competitor 7	Amazon listing service	Founder and Director	Site only	Exclude
Competitor 19	Amazon aggregator, competitor or partner	Founder	Site only	Classify
Impactable	Us	Content Production Lead	Dual signal, score 443	Exclude

Competitor 30 also appears with a Senior Agency Partner. It is adtech rather than a marketplace agency, so it is a non buyer rather than a competitor, which matches the the account analysis classification.

What to do

1 / this week

Upload the 7 Tier 1 accounts as a matched audience

ICP Brand 51, ICP Brand 18, ICP Brand 88, ICP Brand 112, ICP Brand 100, ICP Brand 59, ICP Brand 52. Six of the seven have never received a paid impression. Named buyer, right size, right function, demonstrated intent.

2 / this week

Build the wider ICP list into a second audience

The remaining 22 ICP accounts plus the 56 ICP companies without a resolved person. Small, cheap, and currently receiving nothing.

3 / this week

Exclude the 11 competitor entities

Two of them, Competitor 27 and Competitor 1, sit in the very high engagement tier. Excluding them keeps the ABM audience clean and the engagement numbers honest, even though the headline count steps down slightly.

4 / before outreach

Enrich the four unknown sizes and verify every URL

ICP Brand 49, ICP Brand 21, ICP Brand 33 and ICP Brand 26 have CEO or owner level visitors and no size data, so they cannot be qualified against the contract floor. Verify all LinkedIn URLs by hand.

5 / next 30 days

Attack the 201 to 500 conversion gap directly

Seven of the 30 named ICP buyers sit in this band, and the audience analysis shows the same band delivering 319 clicks at a healthy CTR with zero leads. The audience is right and engaging on both channels. Fix the offer and the landing experience for this band specifically.

6 / the pattern to remember

The best buyers visit quietly, once or twice

ICP buyers do not announce themselves with volume. They arrive once or twice and sit beneath the careers-page noise, which is exactly why they are identified here by industry, seniority and department rather than by traffic.