Let’s be honest, there’s a lot of noise out there about ‘knowing your customer.’ But for agency leaders, especially in B2B, it’s not enough to just guess what your ideal clients care about. You need to know – and the best way to do that?

Talk to them.

Enter the ICP interview. You already understand the value of defining your Ideal Customer Profile, but understanding them on paper is one thing. Speaking directly with them? That’s where the real clarity comes from. These conversations are often the missing piece between a decent growth strategy and a great one.

But once you’re in the room, virtually or otherwise, with a top client or prospect, what should you actually ask?

Here are 10 smart questions every agency founder should ask in an ICP interview to uncover what really matters and what moves the needle.

1. What was going on in your business when you started looking for a solution like ours?

This gets to the trigger moment. What pain, pressure, or opportunity sparked the search? Understanding this helps you frame your services around real, urgent problems.

2. How did you first come across us?

Simple, but revealing. This helps map the actual customer journey—not the one you think they took. It’s also a great test of which marketing channels are quietly working.

3. What other options were you considering?

You’ll learn who (or what) you’re really up against. It might be a competitor, an in-house fix, or just inertia. Either way, it’s insight you can use.

4. What stood out about us that made you want to explore further?

A reality check on your positioning. You’ll uncover what actually resonated, often not what you assumed was your strongest asset.

5. What nearly stopped you from moving forward with us?

You want the honest version of this. The doubts, hesitations, or internal debates that nearly killed the deal. These are gold for refining your sales narrative.

6. Who else was involved in the decision?

B2B buying is rarely solo. Knowing who else had a say helps you map influencers, blockers, and champions for future deals.

7. What does success look like to you, and how are you measuring it?

Forget vanity metrics, this tells you what they value. Use it to align your work, reporting, and comms with what actually counts.

8. What’s one thing we could have done better during the process?

Not just about improvement – it shows you care about the client experience. Plus, it often uncovers small tweaks that have a big impact.

9. If you could wave a magic wand and fix one thing about your business today, what would it be?

A broader view of their world—and a chance to spot future service opportunities that align with their ongoing pain points.

10. What would make you confidently refer us to a peer?

Referrals are rooted in trust and performance. This question shows you what needs to happen to earn advocacy, and can shape both your delivery and retention strategy.

Why This Matters for Agency Growth

As an agency leader, your competitive edge isn’t in doing more—it’s in doing what matters. ICP interviews give you that direction. They help you:

  • Sharpen your positioning
  • Strengthen your sales and pitch materials
  • Build marketing that actually resonates
  • Spot new service opportunities
  • Use your clients’ own words in your messaging

Plus, they show your best clients that you care enough to listen.

Final Tip: Don’t Rely on Memory

Record the conversations (with permission). Tools like Otter, Fireflies, or good old Zoom transcripts mean you can focus on the conversation, and come back later for the exact phrases and insights that matter.

So, book those interviews. Ask better questions. Build smarter strategies.

Need help turning ICP insights into action? That’s where we come in. Drop us a message here and we’ll help you turn interviews into revenue.