How INXY turned a broad ICP into 20+ monthly meetings

There’s a strange paradox in B2B sales: the bigger your market looks, the harder it becomes to sell.

At first, it feels like a gift. A huge TAM means endless prospects. So founders grab a huge database and send thousands of messages. It feels like progress — activity charts go up, inboxes look busy, the market seems within reach.

But then reality hits. Replies don’t come in. Instead, you rack up rejections, burn through your sending domains, and watch as a database that once looked like gold turns permanently cold.

At Sally, we build outreach systems for B2B companies — helping them turn broad markets into repeatable pipelines.

That’s where INXY decided to bring us in. A European crypto-fintech service processing over $1B annually, they already had a strong go-to-market engine. To scale it further, they wanted to add a predictable outreach channel on top.

Their potential clients spanned crypto companies, SaaS with distributed teams, gaming platforms, and global marketplaces.

📌 Our task: take this wide ICP and break it into focused segments — each with its own message and offer.

1. Turning a giant TAM into real segments

The first challenge was the sheer size of INXY’s potential market.

If we had treated them as a single audience, outreach would have collapsed fast. So we built a scoring system in Crona (our enrichment product) to bring order into the chaos.

1/ Step one was parsing multiple data sources — conference lists, business directories, Sales Navigator — and pulling out company websites.

2/ Then we ran a quick relevance check: was crypto actually part of their business?

3/ From there, we cut the TAM into sharper slices based on business models and pain points:

• SaaS companies struggling with mass payouts;

• Marketplaces focused on accepting payments;

• Trading desks looking at OTC and liquidity management.

4/ Finally, we layered vertical filters — marketplaces, creator economy, tokenization, and so on.

👉 The result was 50+ “segment + offer” bundles. Instead of blasting a generic database, every prospect now sat in a clear playbook with a message crafted for their exact need.

2. Offers that matched readiness

Even the right ICP won’t convert if the timing is wrong. Many companies were curious about crypto but had no resources to integrate APIs — so we filtered them out early.

For the rest, we shaped offers that mapped tightly to their business context.

• We reached out to marketplaces with proposals to negotiate commission rates depending on their turnover.

• We scored companies by transaction volumes → offered them tiered commission models that got cheaper as they scaled.

• Outreached marketplaces → offering flexible fee structures tied to turnover.

• Parsed users of high-risk payment services → reached out with reliability + compliance angle.

These are just a few examples. In total, we built dozens of segment–offer plays, each with its own value prop and messaging. The point wasn’t to find one “winning template” but to engineer a system that could flex across a wide market.

3. Results that compound

With segmentation and readiness baked in, INXY’s outreach became predictable. The system now generates 20+ qualified meetings every month.

Here’s how Serge, CBDO of INXY, described it:

“Before Sally, I didn’t believe in outreach. We sold through conferences and founder networks. But after hearing a lot about Rinat and the team, we decided to test it. Within two months we were closing deals. Now this channel shows excellent growth.”

Takeaways

• A wide ICP is a trap unless you segment ruthlessly.

• Outreach works when offers map to pain + readiness.

• The goal isn’t more contacts — it’s sharper plays.

✍️ At Sally, we’ve built outreach systems like this across 20+ projects — turning broad markets into focused pipelines.

📚 Want more context before we chat?