For effective ad budgeting, aligning an advertisement's message with its viewer is crucial, which is why targeting and personalization are essential in marketing strategies. The process involves defining an ideal customer profile (ICP) using historical data, segmenting it for improved targeting, and utilizing Clearbit’s Data Activation Platform to identify and create custom audiences for platforms such as Facebook and Google. This method, termed "activating your ICP," bridges the gap between theoretical customer profiles and actual audience targeting. The approach requires reverse-engineering the ICP by analyzing past customer data, identifying shared characteristics, and creating detailed silhouettes of future prospects. By further refining these segments into specific personas, such as decision-makers and end-users, marketers can tailor their messaging and campaigns more effectively. Additionally, exclusion criteria can help conserve resources by omitting irrelevant audiences. This data-driven strategy, supported by Clearbit's platform, allows businesses to precisely target their audiences, thereby enhancing the efficiency of ad spend.