Ideal Customer Profile (ICP) vs Buyer Persona Meaning and Use Cases

Empathy is one of a marketer’s most powerful tools. By understanding customers on different levels, you can develop strategies that enhance their journey and overall experience. One effective way to shape you campaigns through customer data is by creating an ideal customer profile or a buyer persona.

Ideal Customer Profile (ICP) is a hypothetical description of a company that would realize the most value from your solution and provide the most value to your company in return.

A buyer persona is a semi-fictional representation of your ideal customer based on research and data about your existing and prospective customers.

While both define ideal customers, ICP focuses on the organizational level (company) and buyer persona focuses on the individual level (person within the company).

"Marketing Manager Jane Doe" is a buyer persona who is a data-driven marketing professional in her early 30s, seeking efficient and measurable marketing solutions to improve campaign performance and demonstrate ROI to her leadership.

"Tech Startup Inc." is an Ideal Customer Profile (ICP) that is a fast-growing, Series A funded SaaS company with 50-200 employees, a strong focus on innovation, and a need to scale their customer acquisition efforts efficiently

What is Ideal Customer Profile (ICP)

Just like envisioning the perfect vacation or an ideal scenario, every product or service has an ideal customer who is the perfect fit. Since this is determined by the needs your product fulfills, marketers use this data to identify new companies for potential collaboration.

The Ideal Customer Profile (ICP) is essentially a detailed description of the best kind of company you want as a customer. ICP is a constructed, evidence-based model of a paradigmatic organization optimally positioned to derive maximum utility from a specific offering.

Think of it as a model of your perfect customer company. It functions as a strategic instrument for resource efficiency and targeted market engagement.

ICP is primarily used in B2B targeting, meaning it focuses on businesses as customers.

How to Create an ICP

The Ideal Customer Profile (ICP) is based on analyzed and synthesized data to draw the perfect candidate for your product. So, here are some of the steps you can take:

• Focusing on Existing customers and analyzing their behavior can help you in your customer persona mapping.
• Defining key characteristics allows you to identify companies similar to your ICP faster.

One other way to create an ICP that fits your business perfectly is to interview stakeholders. You can benefit from their data or experience in creating a frame that leads your analysis.

Defining an Ideal Customer Profile (ICP) requires evaluating various aspects of your target audience to ensure your marketing and sales efforts are focused on the right prospects. Below is a comprehensive list of elements to consider when building your ICP. Not every criterion will apply to every business, so select the ones most relevant to your goals.

1. Firmographic Characteristics (Company-Level):

• Industry:
  • Specific industry vertical (e.g., Healthcare, SaaS, Manufacturing, Retail, Finance)
  • Industry classification codes (e.g., NAICS, SIC)
  • Industry trends and growth rate
  • Regulation and compliance factors relevant to the industry
• Company Size:
  • Number of employees (ranges or specific tiers)
  • Annual revenue (ranges or specific tiers)
  • Market capitalization (for publicly traded companies)
  • Customer base size
• Geographic Location:
  • Region (e.g., North America, EMEA, APAC)
  • Country
  • Urban vs. Rural
  • Specific cities or metropolitan areas
  • Time zones
  • Language and cultural considerations
• Company Structure & Type:
  • Public vs. Private
  • Partnership, Corporation, LLC, etc.
  • Startup, SME (Small and Medium-sized Enterprise), Enterprise
  • Decentralized vs. Centralized decision-making
  • Franchise vs. Independently owned
• Financial Health & Stability:
  • Profitability
  • Funding status (e.g., bootstrapped, VC-backed, Series A, B, C)
  • Growth rate (year-over-year)
  • Credit rating (if applicable/accessible)
  • Budget availability for your type of solution
• Business Model:
  • B2B, B2C, B2B2C
  • Product-based, Service-based, Subscription-based
  • E-commerce, Brick-and-mortar, Hybrid
  • Direct sales, Channel sales, Partner network
• Organizational Culture & Values:
  • Innovative vs. Traditional
  • Risk-averse vs. Risk-taking
  • Customer-centric vs. Product-centric
  • Values alignment with your company (e.g., sustainability, social responsibility)

2. Technographic Characteristics (Technology-Related):

• Current Technology Stack:
  • Specific software and platforms they use (e.g., CRM, Marketing Automation, ERP, Cloud providers)
  • Compatibility and integration requirements with their existing systems
  • Technology adoption rate (early adopter, mainstream, laggard)
  • IT infrastructure maturity
• Technology Budget & Spending:
  • Percentage of revenue allocated to technology
  • Specific budget for solutions like yours
  • Decision-making process for technology purchases
• Data Maturity & Analytics Capabilities:
  • Level of data-driven decision-making within the organization
  • Use of data analytics tools and platforms
  • Importance of data security and compliance

3. Behavioral & Engagement Characteristics:

• Problem Awareness & Need:
  • Clearly recognizes the problem your solution solves
  • Actively seeking solutions to this problem
  • Urgency of the need
  • Pain level associated with the problem
• Solution Fit & Value Alignment:
  • Understands the value proposition of your solution
  • Sees your solution as a strong fit for their needs
  • Potential for high ROI (Return on Investment) from your solution
  • Long-term value potential
• Buying Process & Decision Making:
  • Length of their typical sales cycle
  • Number of stakeholders involved in the decision
  • Decision-making criteria (e.g., price, features, support, security)
  • Preferred communication channels
• Engagement with your Company:
  • Responsiveness to marketing and sales outreach
  • Level of interest in your content and resources
  • Participation in webinars, events, or demos
  • Referral potential

4. Strategic Alignment & "Ideal" Qualities:

• Customer Lifetime Value (CLTV) Potential:
  • Potential for repeat purchases, expansions, and long-term contracts
  • Opportunity for upselling and cross-selling
• Advocacy & Referral Potential:
  • Likelihood to become a strong reference customer
  • Potential to generate positive word-of-mouth and referrals
• Ease of Onboarding & Implementation:
  • Simplicity of integrating your solution into their operations
  • Minimal support and training requirements
• Profitability & Cost of Acquisition (CAC):
  • Cost-effectiveness of acquiring and serving this type of customer
  • Profit margins associated with this customer segment

What to Consider When Creating an ICP

Customer Relationship Management (CRM) data: Revenue, deal size, customer lifetime value, churn rate, support tickets, customer satisfaction scores.

Sales data: Sales cycle length, win rates, average deal size, lead sources, sales process stages.

Marketing data: Lead quality, conversion rates from different channels, engagement metrics, content consumption.

Customer feedback: Surveys, interviews, testimonials, case studies, reviews, support interactions.

Your Product/Service Value Proposition: This involves deeply understanding the core value your product or service delivers and who benefits most from it. Consider:

Key features and benefits: Which features resonate most with your best customers? What problems do you solve most effectively?

Ideal use cases: In what scenarios is your product/service most valuable and impactful?

Competitive advantages: Where do you outperform competitors and for which customer types?

Pricing and packaging fit: Which customer types are most comfortable with your pricing model and package options?

Your Market Research & Industry Knowledge: Leverage external data and insights to understand broader market trends and ideal customer segments. Utilize:

Industry reports and publications: Market size, growth rates, industry-specific challenges, emerging trends.

Competitor analysis: Identify your competitors' target customers and their ICPs (if publicly available or inferable).

Third-party data providers: Firmographic databases, market intelligence platforms, industry associations.

Analyst reports and webinars: Expert opinions on market segments and customer needs.

Your Sales & Customer-Facing Team Insights: Tap into the qualitative knowledge and experience of your teams who directly interact with customers and prospects. Gather:

Sales team feedback: Common questions, objections, pain points heard during sales conversations.

Customer success team feedback: Challenges customers face during onboarding and ongoing usage, factors contributing to customer success or churn.

Support team feedback: Frequently asked questions, common issues, areas where customers need the most assistance.

Account management team feedback: Insights into customer goals, expansion opportunities, and factors driving customer loyalty.

Your "Problem" Focus: Center your ICP around the core problem you solve and the companies that experience this problem most acutely. Define:

Specific business challenges: What are the critical pain points your solution addresses?

Consequences of not solving the problem: What are the business impacts of not using your solution (e.g., lost revenue, inefficiency, compliance risks)?

Urgency of the problem: How critical and time-sensitive is solving this problem for your ideal customers?

Measurable outcomes: How do your ideal customers quantify the value and ROI of solving this problem with your solution?

Your "Ideal" Company Qualities: Beyond basic demographics, consider the characteristics that make a company a great customer to work with. Think about:

Responsiveness and engagement: How easily do they engage with your sales and onboarding processes?

Decision-making efficiency: How streamlined and quick is their purchasing process?

Cultural alignment: Do their values and work style align with your company's?

Long-term partnership potential: Are they likely to be a customer who will grow with you and remain loyal over time?

Advocacy potential: Are they likely to become enthusiastic references and advocates for your product/service?

What is a Buyer Persona?

A buyer persona is a research based, semi-fictional representation of your ideal customer, including their key characteristics, motivations, goals, needs, and problems.

It goes beyond demographic targeting to include psychographic details, purchasing behaviors, professional backgrounds, and even preferred communication styles. A buyer persona is developed through a combination of qualitative research, quantitative data analysis, and insights from sales and customer service teams.

It is a dynamic tool that should be regularly updated to reflect evolving market trends and customer insights.

How to Build a Buyer Persona

By conducting interviews with existing customers, you can gather information about the range of individuals purchasing from you.

Most reliable data would be the ones you get from your users along the customer journey. This data can give you crucial aspects like, demographics, goals, or pain points.

One of the most effective strategy is to tap into your empathy skills and analyze detailed personas based on your business strategy.

Here is a complete list of aspects you can include in your buyer persona profile.

1. Professional background:

• Specific job title (e.g., Marketing Manager, VP of Sales, Software Engineer)
• Level of seniority (Entry-level, Manager, Director, VP, Executive)
• Department/Team (Marketing, Sales, IT, Operations, Finance)

• Industry Experience:
  • Years of experience in their industry
  • Previous roles and career path
  • Industry-specific knowledge and expertise
• Job Responsibilities & Daily Tasks:
  • Key responsibilities and duties
  • Typical daily/weekly activities
  • Tools and technologies they use in their role
  • Key performance indicators (KPIs) they are measured by
• Company Size & Type (Context):
  • Size of their company (as defined in your ICP)
  • Industry of their company (as defined in your ICP)
  • Company culture and values (as relevant to their role)
• Team Structure & Reporting:
  • Who they report to
  • Who reports to them (if applicable)
  • Size of their team
  • Key colleagues and stakeholders they collaborate with

2. Demographic Information:

• Age Range: (e.g., 25-34, 35-44, 45-54)
• Gender: (Male, Female, Non-binary)
• Education Level: (e.g., Bachelor's Degree, Master's Degree, PhD)
• Income Level: (Household or individual income range - can be less precise)
• Location: (Urban, Suburban, Rural; Region, Country)
• Family Status: (Married, Single, Children, etc. - may be relevant for certain B2C personas, less so for B2B)

3. Goals, Motivations & Challenges:

• Primary Goals (Professional):
  • What are they trying to achieve in their role? (e.g., increase sales, improve efficiency, reduce costs, innovate)
  • What are their career aspirations? (e.g., promotion, leadership, industry recognition)
• Motivations (Intrinsic & Extrinsic):
  • What drives them in their work? (e.g., recognition, impact, learning, security, compensation)
  • What are their personal values that influence their work? (e.g., integrity, collaboration, innovation)
• Pain Points & Challenges:
  • What are their biggest frustrations and obstacles in their job?
  • What problems are they actively trying to solve?
  • What keeps them up at night related to work?
  • What are the negative consequences of not addressing these pain points?
• Fears & Concerns:
  • What are they afraid of in their role? (e.g., failure, job loss, missing targets, making mistakes)
  • What are their concerns about adopting new solutions or making changes? (e.g., risk of implementation, lack of support, budget constraints)

4. Values, Attitudes & Personality:

• Values & Priorities (Professional):
  • What do they value most in a solution or vendor? (e.g., reliability, innovation, customer service, price, ease of use)
  • What are their professional ethics and principles?
• Attitudes towards Technology:
  • Early adopter vs. Skeptical adopter
  • Comfort level with new technologies
  • Preference for specific types of technology
• Personality Traits (General):
  • Communication style (Direct, Collaborative, Analytical, etc.)
  • Decision-making style (Data-driven, Intuitive, Consultative, etc.)
  • Work style (Independent, Team-oriented, Detail-oriented, Big-picture thinker)

5. Information Consumption & Buying Behavior:

• Information Sources:
  • Where do they go to research industry information and solutions? (e.g., industry publications, blogs, social media, conferences, webinars, analyst reports, peers)
  • Who do they trust for advice and recommendations? (e.g., colleagues, industry experts, online communities)
• Preferred Communication Channels:
  • Email, Phone, Social Media (LinkedIn, Twitter, etc.), In-person meetings
  • Content formats they prefer (e.g., blog posts, videos, infographics, case studies, webinars)
• Online Behavior:
  • Social media platforms they use
  • Groups and communities they belong to online
  • Websites they frequently visit
• Buying Process & Habits:
  • Role in the purchasing decision (Decision-maker, Influencer, User, Recommender)
  • Typical buying process for solutions like yours
  • Length of their typical buying cycle
  • Key criteria they use to evaluate solutions
  • Common objections they raise during the sales process

6. Example Persona Name & Quote:

• Persona Name: Give your persona a memorable, descriptive name (e.g., "Data-Driven Marketing Jonathan," "Strategic IT Director Steve," "Efficiency-Focused Operations Olivia").
• Persona Quote: Create a short quote that summarizes their main goal or pain point from their perspective (e.g., "I need to prove marketing ROI and get better insights from our campaigns," "My priority is to ensure our systems are secure and reliable," "We need to streamline operations and reduce manual work").

Things to Consider When building a Buyer Persona

Note details that shape your buyer persona, such as their job title, which can reveal a lot about their passions, financial situation, and life circumstances.

You can also include personal details like your persona's goals or challenges with these, you create space to address their needs and aspirations.

To effectively reach your customers, you should communicate in their social media language. Researching their communication channels and analyzing the patterns can assist your campaigns capability to engage with them.

Here is a complete list of considerations you can include in your buyer persona profile.

Your Customer Interviews (Qualitative Data): Direct conversations with your existing customers and potential prospects are invaluable.

• Interview Questions: Prepare open-ended questions to understand their roles, responsibilities, goals, challenges, decision-making processes, information sources, and pain points.
• Sample Size: Aim for a representative sample of customers across different segments, industries, and customer lifecycle stages if possible.
• Interview Recording & Transcription: Record and transcribe interviews (with permission) to analyze responses thoroughly.
• Identify Patterns & Themes: Look for recurring patterns and common themes in their responses to identify key persona characteristics.

Your Customer Surveys (Quantitative & Qualitative Data): Surveys can reach a larger audience to validate findings from interviews and gather broader data points.

• Survey Question Types: Include a mix of multiple-choice, rating scales (quantitative), and open-ended text boxes (qualitative) questions.
• Demographic & Firmographic Questions: Collect basic demographic and company information for segmentation.
• Behavioral & Attitudinal Questions: Focus on understanding their behaviors, motivations, preferences, and attitudes related to your product/service and their work.
• Survey Distribution Channels: Use email, website pop-ups, social media, or post-purchase surveys to reach your target audience.
• Data Analysis & Segmentation: Analyze survey data to identify trends and segment respondents into potential persona groups.

Your Website Analytics (Quantitative Data): Website data provides insights into online behavior and content consumption patterns.

• Website Traffic Sources: Understand where your website visitors are coming from (organic search, social media, referrals, paid ads).
• Page Views & Time on Page: Identify which content (blog posts, case studies, product pages) is most engaging and for which audience segments.
• Conversion Paths & Funnels: Analyze how visitors navigate your website and convert into leads or customers.
• Demographic & Geographic Data (if available): Use analytics platforms to understand the demographics and locations of your website visitors.
• Keyword Analysis: Identify the search terms visitors use to find your website, revealing their needs and interests.

Your Social Media Analytics (Quantitative & Qualitative Data): Social media data reveals audience demographics, interests, and engagement with your brand.

• Audience Demographics & Interests: Understand the demographics, interests, and professions of your social media followers.
• Content Engagement Metrics: Analyze which types of content (posts, articles, videos) resonate most with your audience on social media platforms.
• Social Listening Data (Qualitative): Monitor social media conversations to understand what your target audience is discussing, their pain points, and their opinions about your industry and competitors.
• Social Media Polls & Questions (Qualitative & Quantitative): Use polls and questions on social media to directly gather insights from your audience.

Your Sales & CRM Data (Quantitative & Qualitative Data): Your CRM system holds valuable data about your leads and customers throughout the sales process.

• Lead & Customer Demographics: Analyze demographic and firmographic data associated with leads and customers in your CRM.
• Sales Interactions & Notes (Qualitative): Review sales call recordings, email exchanges, and sales notes to understand common questions, objections, and customer needs.
• Deal Stages & Conversion Rates: Analyze conversion rates at different sales stages to identify patterns and potential persona-specific sales processes.
• Customer Segmentation in CRM: Segment your customer data within your CRM to identify potential persona groups based on shared characteristics.

Feedback from Sales, Customer Support, & Customer Success Teams (Qualitative Data): These teams have direct, ongoing interaction with customers and prospects.

• Sales Team Insights: Gather feedback on common prospect questions, objections, successful sales approaches, and characteristics of easy-to-close vs. difficult-to-close deals.
• Customer Support Team Insights: Understand common customer issues, frequently asked questions, and areas where customers need the most help.
• Customer Success Team Insights: Identify factors contributing to customer success, churn risks, and opportunities for upselling/cross-selling within different customer segments.
• Team Workshops & Brainstorming Sessions: Conduct workshops with these teams to brainstorm and consolidate their collective knowledge about ideal customer types.

Third-Party Data & Market Research (Quantitative & Qualitative Data): Supplement your internal data with external sources to gain a broader market perspective.

• Industry Reports & Market Research Firms: Purchase or access industry reports, market research data, and analyst reports to understand market trends and customer segments.
• Competitive Intelligence: Analyze your competitors' target audiences and marketing strategies (publicly available information).
• Online Communities & Forums (Qualitative): Engage in relevant online communities and forums to understand industry conversations and customer pain points.
• LinkedIn Sales Navigator & Similar Tools (Quantitative & Qualitative): Use professional networking tools to research potential customers and gather firmographic and professional data.

ICP vs Buyer Persona: Key Differences

Buyer Personas and Ideal Customer Profiles (ICPs) are both essential tools for effective marketing and sales, but they operate at different levels. An Ideal Customer Profile (ICP) defines the characteristics of the best type of company that would benefit most from your product and be a valuable customer in return. It focuses on company-wide attributes like industry, size, and revenue, helping you target the right organizations.

In contrast, a Buyer Persona represents a semi-fictional individual within those target companies. It focuses into personal traits, motivations, and challenges of the people involved in the buying process, guiding how you personalize your messaging and sales approach to connect with them on a human level.

They work in tandem: ICP narrows your focus to the most promising organizations, and buyer personas help you connect with the individuals inside those organizations to drive successful sales.

Example of Ideal Customer Profiles (ICPs) and Buyer Persona

Let's create a fictional company called DataSpark, that connects to various data sources (CRM, e-commerce platforms, marketing automation, social media, etc.) to break down data silos.

DataSpark reviewed their most profitable clients. They noticed commonalities in company size, industry, and tech infrastructure.

Key Traits Identified:

Industry: E-commerce

Size: 500-5000 employees

Revenue: $50M - $500M annual revenue

Technology: Already using cloud-based platforms, but struggling with data silos.

Need: Improve customer insights and personalize marketing efforts using data analytics.

DataSpark's ICP Defined: "E-commerce companies, 500-5000 employees, $50M-$500M annual revenue, currently utilizing cloud platforms but lacking integrated data analytics capabilities for customer personalization."

DataSpark's team interviewed Marketing Directors at companies matching their ICP. Sales also provided feedback on typical contact profiles.

Key Traits Identified:

Job Title: Director of Marketing

Responsibilities: Marketing strategy, campaign performance, customer segmentation, data analysis oversight.

Goals: Increase online sales, improve customer retention, optimize marketing ROI.

Pain Points: Lack of unified customer data, difficulty measuring campaign effectiveness, pressure to personalize customer experiences.

Information Sources: Industry publications, digital marketing conferences, professional networks.

DataSpark's Buyer Persona: "Data-Driven David": David is a Director of Marketing at a mid-sized e-commerce company. He's responsible for driving online sales growth and is under pressure to demonstrate marketing ROI. He's frustrated by fragmented customer data and needs a robust analytics solution to gain actionable insights and personalize marketing campaigns effectively. He actively seeks information from industry publications and peers.

What DataSpark did?

ICP: Defined the ideal e-commerce company profile for DataSpark to target.

Built a Buyer Persona ("Data-Driven David") that represents the Marketing Director within these companies, highlighting their role, needs, and information sources.

What happened?

Leads became higher quality, sales cycles shortened, and DataSpark finally started seeing the "spark" in their marketing campaigns.

They learned that knowing who your ideal customer is, both as a company (ICP) and as an individual (Buyer Persona), is like having a compass and a map.

Why You Need Both ICP and Buyer Personas

While choosing just one marketing targeting strategy is still an option, using both can provide a more comprehensive analysis. As you can see, each has its own benefits, so the real question is: is your business applicable for both?

Here's a checklist of questions to determine if you should use both ICPs and Buyer Personas:

• Is your business B2B?
• Do you sell to different types of companies (size, industry, etc.)?
• Is your product/service complex or expensive?
• Are there multiple decision-makers in your customer's company?
• Do you need to personalize your marketing and sales approach?
• Is efficient use of sales and marketing resources important to you?
• Do you want to improve lead quality and sales conversions?
• Are you focused on building long-term customer relationships?

If yes, you need both an ICP and Buyer Personas because they address different but equally critical aspects of your target market.

Your ICP defines the type of company that is the best fit for your product, ensuring you focus resources on organizations with the highest potential for success and value.

Buyer Personas then zoom in, describing the key individuals within those companies you need to engage with.

Having both allows for a comprehensive strategy: ICP guides your overall market targeting and prioritization, while Buyer Personas inform how you tailor your messaging, content, and sales approaches to resonate with the actual people making decisions within those ideal companies, maximizing your chances of conversion and long-term customer success.

Common Mistakes to Avoid When Using ICP and Buyer Persona

Relying on Assumptions, Not Data. : ICPs and Personas are built on hunches or limited stories, not real research. You can avoid this by structuring your strategies on customer data, market research, and sales/support team feedback to build your ICPs and Personas.

Making ICPs Too Broad or Too Narrow. : ICPs are either too general to guide targeting or too restrictive and miss good prospects. You can avoid this by finding a balance – be specific enough for focus, but broad enough to include your market. Keep refining based on results.

Creating Too Many Personas. : Marketing and sales get too complicated, messaging gets diluted, and resources are wasted. You can avoid this by focusing on just 2-4 key personas that represent most of your ideal customers.

Static ICPs and Personas. : ICPs and Personas become outdated as markets, customer needs, and your business change. You can avoid this by reviewing and updating them regularly (at least once a year) to stay relevant.

Focusing Only on Demographics. : Just looking at demographics misses key motivators, problems, and buying habits needed for good targeting. You can avoid this by including deeper details like psychographics, technology use, behaviors, goals, and challenges in both ICPs and Personas.

Not Socializing ICPs and Personas Internally. : Sales, marketing, product, and support teams aren't aligned, leading to confused efforts. You can avoid this by sharing ICPs and Personas across all teams and make sure they use them in their work.

Ignoring Negative Personas/ICPs. : You waste time and money on bad-fit leads and companies that will likely churn or be unprofitable. You can avoid this by defining "negative" ICPs and Personas to help you quickly rule out the wrong prospects.

Treating ICP and Persona as "One and Done" Projects. : You think you can create them once and forget about them. You can avoid this by seeing ICP and Persona work as ongoing. Keep learning, testing, and updating them as you get new information.

Conclusion

In conclusion both Ideal Customer Profiles (ICPs) and Buyer Personas are crucial in modern business strategy.

ICP serves as a blueprint for identifying the most valuable types of companies to target – those that will thrive with your solution and reciprocate with long-term value.

Buyer Personas, conversely, provide a deep understanding of the individuals within those companies who influence purchasing decisions, allowing for tailored engagement and communication.

While distinct, ICPs and Buyer Personas are powerfully synergistic. Utilizing both, grounded in solid data and research, enables businesses to refine their targeting, optimize resource allocation, personalize marketing efforts, and ultimately build stronger, more profitable customer relationships, driving sustainable growth.

Regular updates to both ICP and buyer personas are essential to stay relevant.

By avoiding common pitfalls like relying on assumptions or neglecting internal socialization, businesses can leverage ICPs and Buyer Personas to achieve a significant competitive advantage.

We hope this blog has helped you identify strategies you can apply to your business model. Happy emailing!