Notes from the field
Insights on ICP, segmentation, messaging, and B2B growth from the team building Gainbox.
Why your ICP is less than ideal
Most companies already have an ICP. It's documented. It shows up in decks. The problem is that in many organizations it reflects who the company wants to sell to, not who actually buys, expands, and sticks around.
Read articleSegmenting for gold
Most CRMs are already segmented by industry, size, region, and tech used. Those segments are useful for reporting and routing, but far less useful for finding the pockets of opportunity that actually change how teams prioritize.
Read articleWhy B2B messaging is so generic
Most B2B teams don't start out writing generic messaging. Over time the message gets broader and language starts to sound interchangeable. What usually drives that shift is not a lack of creativity. It's the data available to segment by.
Read articlePost-merger CRM integration in B2B
Mergers offer opportunities to expand market share, combine customer bases, and unlock new revenue streams. But once the ink dries, one of the most complex tasks begins: integrating the disparate CRM systems of the merging organizations.
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