The Tools screen in the Marketing module is your utility belt for marketing operations. It brings together specialized tools like ICP (Ideal Customer Profile) building, download form management, and other utilities that support your broader marketing strategy. Think of it as the workshop where you build the components that feed your campaigns and analytics.
Getting There
Navigate to Operations → Marketing → Tools in the left sidebar.
Key Features
ICP Builder
Build and refine your Ideal Customer Profile using data-driven attributes. The ICP Builder helps you define the characteristics of your best-fit customers — industry, company size, geography, technology signals, and more. A well-defined ICP sharpens your targeting and improves lead quality.
Download Forms
Create and manage download forms for gated content — whitepapers, ebooks, reports, and more. Configure form fields, set up lead capture, and track submissions all from this screen.
Form Submissions
View and manage submissions from your download forms. See who’s downloading your content, track conversion, and ensure leads are being properly captured and routed.
MQL Channel Configuration
Set up and manage the channels through which MQLs are captured. Define channel types, configure tracking parameters, and map channels to your reporting structure.
MQL Forms & Embed
Create embeddable MQL capture forms that you can place on your website, landing pages, or third-party sites. Generate embed codes and track form performance.
Step-by-Step: Building Your ICP
- Navigate to ICP Builder — Open the ICP Builder from the Tools screen.
- Define your attributes — Add the criteria that define your ideal customer: industry, size, geography, technology, etc.
- Set attribute weights — Not all attributes are equally important. Weight them to reflect their relative importance.
- Review and refine — Look at which of your existing customers match the ICP and refine accordingly.
- Apply to targeting — Use your ICP to sharpen campaign targeting and lead scoring.
💡 Tips & Best Practices
- Start with your best customers — When building your ICP, analyze the attributes of your most successful current customers.
- Keep forms short — Download forms with fewer fields convert better. Only ask for what you truly need.
- Revisit your ICP quarterly — As your business evolves, your ideal customer may change too. Keep it fresh.
Frequently Asked Questions
Can I have multiple ICPs?
Yes — many businesses have different ICPs for different product lines, segments, or use cases. You can create and manage multiple ICPs.
How do download forms connect to the MQL Tracker?
Submissions from download forms can be configured to create MQL records automatically, ensuring your lead pipeline stays connected from first touch to conversion.
Can I customize the form design?
Forms can be configured with custom fields and settings. For visual customization, the embed code can be styled using your website’s CSS.
Related Articles
- Marketing Dashboard — Track marketing performance
- MQL Tracker — Monitor marketing qualified leads
- GTM Planner — Plan go-to-market campaigns