The client had an e-commerce product in the US and a few early customers, and they approached Leadle for outbound support.
We ran a signal-led outbound test. Hiring spikes, funding, tech stack changes, anything that suggested an account was in motion.
Within 30 days, the pattern was clear.
The outreach was reaching the right kind of people.
The problem was the product. It wasn’t resonating with e-commerce buyers in a way that created real urgency.
That gave them a clean decision.
Don’t push harder. Pivot.
They reworked the product and chose a new segment to test it in: AEC (architecture, engineering, construction).
But we didn’t repeat the old playbook with a new list.
We ran micro GTM sprints.
Small, controlled tests. Validate, refine, scale.
Test 1: Hatchback segment.
Pain point didn’t land. Killed it.
Test 2: Steel fabricators.
Pain point landed. People agreed it was a problem, but their current setup was “good enough.” The new product wasn’t a clear upgrade yet.
Test 3: HVAC companies dealing with proposal and bidding processes.
This one hit.
That’s when we layered in ABM.
Instead of treating accounts like a list, we mapped the territory around how buying actually happens:
End users
Business stakeholders
Decision-makers
We tracked signals across all three.
When an account showed movement (new ops hire, leadership changes, internal restructuring), we triggered outreach tailored to each persona.
End users got tactical pain messaging.
Business stakeholders got process and throughput angles.
Decision-makers got ROI and competitive positioning.
For prospects who couldn’t jump on calls, we also used a short questionnaire to validate the pain asynchronously. It kept momentum without forcing meetings.
362 accounts reached
15–20 responses
8–9 live conversations
What started as an outbound test turned into a discovery sprint.
They now know:
Which AEC segment pulls hardest for the new product
Which pain points land at each level of the buying committee
How to message end users vs decision-makers without flattening it
When to engage, because signals show when the window opens
