Context
US manufacturer of custom mobile food solutions: food trucks and mobile kitchens. Wide range of potential buyers across hospitality, events, and food service. Outbound ICP was undefined at engagement start.
The problem
Unclear ICP. Wide range of potential buyers with different motivations. The outbound motion needed to be defined separately from the existing inbound motion, which served a different buyer profile entirely.
What changed
- Analyzed existing CRM data alongside market data to identify conversion patterns.
- Tested multiple segments in parallel at contained volume.
- Narrowed focus to high-converting verticals: catering companies, restaurants, country clubs.
- Built a weekly outbound motion running at approximately 400 contacts per week.
Outcome
- Steady weekly flow of inbound requests generated from a deliberately small contact volume.
- Outbound ICP validated as structurally distinct from the inbound motion, with a different buyer and a different trigger.
- Targeting narrowed to three verticals with demonstrated buying capacity and decision speed.
- Repeatable weekly cadence running at ~400 contacts per week with consistent lead flow.
