Most B2B outreach fails on targeting, not messaging. We find the people in your market who are ready to buy, score them with the reason, and put them in the CRM you already use.
Book a 20-minute callA friend of mine, a low handicapper, hit a perfect approach on a course we’d never played. Two feet from the pin. Then we walked up and found it was a double green, with two pins. He was two feet from the wrong one. He made double bogey, and he hit the green.
That is most B2B marketing. The message is fine, the channel is fine, the execution is fine. The target is wrong, and when the target is wrong, nothing else you do matters.
It doesn’t matter what you do if you’re targeting the wrong person.
Segmenting decides who could buy. Targeting decides who is ready to buy now. You need both, in that order.
Most companies sell to three or four kinds of customer and market to all of them with one message. Blend them together and the numbers hide what’s working. One segment costs $100 to win a customer, the other two cost $500 and $700, and the average says $350. Your real cost is $100, in the one segment you’re winning, and the losers are hiding it.
Blending is the curse. Segmenting is the cure.
So we start by building your segments from your best customers, each with its own buying unit: who champions, who signs, who evaluates, who uses it. Then every signal runs through them.
Everyone researching your category or visiting your site. Most of it doesn’t matter to you.
Built from your best customers, each with its own buying unit. You confirm them.
People at companies that fit, showing buying behaviour right now, whatever their title. Scored and delivered.
Intent and site visits on their own are noise. Run through your segments, they become a list worth working.
Inside your segments, we find the people showing behaviour this week and rank them. The segment gives the context; the behaviour gives the timing. A lead is only delivered when both line up.
Your CRM winners and losers, by segment. You confirm the segments.
Site visitors and in-market leads, with their buying units, go to your tools.
Every lead gets worked, by your team, in your CRM, email, LinkedIn, ads and dialer.
Every result comes back: replies, connections, connected calls, ad clicks, meetings, wins and losses.
The score is rebuilt, and the next cycle is sharper. Day one is a weighted best guess. Measured against your results, it becomes fact.
The company is the gate. If it’s in a segment, the person passes.
The buying unit is a guide. It never drops someone whose title isn’t on the map. The CFO signs, but it is often someone else reading your pricing page at 11 p.m.
One person’s interest brings the rest. When anyone at a company shows interest, the whole buying unit goes to your CRM.
Your team works from the top. Results decide who moves up next cycle.
Targeting that never learns gets the same input every cycle, so it never improves. Targeting that learns starts from the same point and improves with use. The gap grows every cycle.
An AI-native system runs in a loop. Every email, every connection, every call, every win and every loss, who stayed and who spent more, feeds back in, and the system gets sharper every day. That’s how we work: segmenting and targeting both improve on your own results.
And a competitor can’t buy that. They’d have to run the same laps you’ve run, starting today.
If it isn’t running in a loop, it isn’t really doing AI. It’s automation.
A commercial water-system company marketed to hotels, apartment buildings, senior living and car washes with one message. Four different buyers, four different job titles, four different reasons to care about water. Blended into one cost-per-lead, all four looked bad.
For an employee-benefits broker, the lead we build is a company in a state he’s licensed in, 50 to 500 employees, the owner, CFO or head of HR, researching benefits this week, with a policy renewing in the next six months. Every box checked before anyone picks up the phone.
A retail-sector client: a market of three million people narrowed to the companies that fit, then to the people inside them with the right titles. Last week, six hundred of them, each scored one to ten, went to the sales lead. He made seventy calls, and he called the twos and threes. The system finds the needles. Your people still make the calls, and they call the nines and tens first.
Once the segments, site visitors and ideal customer were set, only those people got a LinkedIn request. There was no note, only the sender’s bio line and website. They clicked through, saw themselves in it, and accepted.
You need the right person and the right time.
We deliver the targeting, scored and in your CRM. Your team runs the campaigns.
BTargeting, email, LinkedIn and calls, run by us for a fixed fee.
CFor the right company, we run it and are paid on the revenue it produces.
Which one fits is what the 20-minute call is for. Custom data, such as renewal dates, new-in-role or your own exclusions, can be added.
Stop selling the blind guy glasses.
The days of mass targeting are over.
Connect your CRM and answer three questions. Who are your best customers? Who do you never want? Who do you wish you had? We build your segments from there. The three boxes are optional.
I’ll tell you straight whether it’s a fit, and which way of working makes sense.
Advisors, CRM implementers and sales teams: if you have a client in mind, put their name in the referral field. You stay in the room.
John Gallagher