How We’re Targeting Smarter (Before Spending a Penny on Ads)
You don’t need a podcast, a media budget, or a big sales team to drive growth.
You don’t need a podcast, a media budget, or a big sales team to drive growth.
You need a way to show up with purpose — in front of the right people, in the right places, with the right message. That’s how traction starts.
That’s why I created my ICP Profiler and this ICP Targeter — two tools to help you get under the skin of your ideal customer and build a demand engine that’s precise, consistent, and commercially focused.
Together, they help define:
Who you’re targeting
What they care about
Where to reach them
And how to engage them — before you waste a penny on marketing that doesn’t land
Both tools will be available soon as a free download! (Make sure you subscribe).
ICP Targeter in Action:
Here’s a live example, based on our actual targeting framework. Please note I don’t count personal connections/network in my targeting strategy, we’re after new blood (like you).
Why Does This Matter If I’m Just Doing Email, Content and Social?
You might be thinking — where’s the buzz? the hype? the big marketing spend?
This is the work.
You don’t need a funnel if you don’t know who you’re speaking to.
You don’t need a campaign if you haven’t earned attention.
And you definitely don’t need automation until you’ve built connection.
Everything I share — the blogs, the tools, this post — is designed to give value before I ask for anything. I’m not chasing clicks. I’m here to earn a following.
Once I’ve done that, I’ll automate lead routing and conversion behind the scenes. But not before.
This Is Our 101
We’re a bootstrapped, revenue-first business. That means our marketing has to work — not just look good.
We focus on three core channels that consistently punch above their weight:
Hot Spot One: Cold Email Outreach
Still the most efficient way to start real conversations.
We target small commercial or product-led teams with messaging tied directly to budget, growth pressure, and clarity.
No fluff. No mass mailers. Just precise, high-relevance outreach.
Practically free, easy to test, and designed for traction.
Hot Spot Two: Guest Blogging, Podcasts & Speaking Ops
Before asking for anything, we show up with value.
That means contributing to blogs, newsletters or niche podcasts our audience already trusts.
We’re not chasing reach — we’re looking for credibility, context, and direct access to decision-makers.
It takes effort, but it builds traction.
Hot Spot Three: LinkedIn — Done Properly
Yes, they’re all on LinkedIn.
No, we’re not automating.
No bots. No spam. No fake connect messages.
We use LinkedIn to identify, research and engage. When we connect, it’s because there’s a reason to connect — not a sequence to run.
Then we shift to cold email when it’s time to talk.
Why These Three Work Together
This isn’t multi-channel theatre. It’s a simple, effective system:
Content fuels email and social
Email drives direct conversation
LinkedIn builds context, credibility and reach
Do this consistently, and you’re not “doing marketing” — you’re building a machine that educates, engages, and converts.
Data Extraction: Finalising the Targeting Framework
Hours spent profiling, refining, and pressure-testing what a great-fit client actually looks like. This isn’t a persona pulled from a slide deck — it’s a real-world framework built on lived experience, revenue signals, and hard-won lessons from working inside founder-led B2B businesses.
Now comes the next step: finding them.
To do that, I’ll need someone who lives in data — part researcher, part analyst, part human web crawler. Luckily, I know an expert in that.
But first, here’s the framework we’ve landed on.
1. Sector Focus
We work across B2B, but not all of it. This list reflects the industries where sales-led marketing strategy can genuinely move the dial — and where we’ve seen our work land strongest.
Include:
SaaS / Software
Professional Services (consulting, legal tech, IT services)
Manufacturing / Engineering (B2B-specific)
Logistics / Supply Chain
Construction tech / Proptech
Digital Platforms / Marketplaces (B2B only)
Recruitment Agencies (selectively — can’t compete with TCG)
Exclude:
Financial Services (insurance, banking, fintech)p
Education & Training
B2C or hybrid models
Government / Public Sector
2. Company Size
We’re looking for companies that are already up and running — with ambition, revenue, and real commercial challenges — but still lean enough to move quickly.
Revenue: £2M–£10M
Team size: 20–100 employees
3. Senior Job Titles
The people we work with are decision-makers. They sit at the intersection of growth pressure, commercial ownership, and day-to-day delivery.
Founder / Co-Founder
CEO / Managing Director
COO
Commercial Director
Sales Director / Head of Sales
Revenue Director / Head of Revenue
Business Development Director
4. Marketing Team Signals
This is where the real qualification happens. Most of our best-fit clients look like this:
No CMO or VP of Marketing
Just 1–2 marketers, often mid-level
Titles like Marketing Manager, Digital Marketing Exec, Marketing Assistant
Founder or Sales still leading GTM
What this really tells us:
Marketing is underpowered
Sales is still driving strategy
There’s an appetite to level-up, but not the time or senior expertise to do it internally
This is our sweet spot.
5. Geography
We’re starting close to home — not because it’s easy, but because I need to stay close to customers in the short term while we scale.
Primary focus: UK Mainland & London
Secondary (optional): English-speaking Europe (Netherlands, Nordics, DACH)
6. Tech Stack / Enrichment Layer (Optional)
Some bonus signals we’ll enrich during research:
CRM in place: HubSpot, Salesforce, or Pipedrive (critical for ROI tracking)
Running ads via LinkedIn or Google (shows appetite for marketing)
Actively hiring in commercial or marketing roles
Recently announced funding, new hires, or product launches
🙌
What’s Next
Build the data, enrich the list, and start the conversations.
Final Thought
We don’t guess. We profile.
We don’t broadcast. We target.
We don’t automate strangers. We earn trust first.
If you’re building your own outbound system and want help refining your version of this, drop me a message. Happy to share the thinking.
Next Up: Building the Engine: Inside Kimble’s GTM Content Strategy
Content is not the cherry on top. It’s the engine.