Start with a narrow commercial hypothesis
Define which companies should care about the offer and why. A focused hypothesis is easier to test than a broad idea that “the market is large.”
Map the companies, not just the sector
Build a realistic list of customer types, example companies and decision-maker roles. This turns abstract market potential into a prospecting problem that can be evaluated.
Test more than one route to market
Direct prospecting, B2B data tools, digital campaigns and relevant fairs can produce different signals. Comparing channels helps show where actual interest exists.
Listen to objections and questions
Early conversations reveal what customers value, what they do not understand and what makes the offer difficult to buy. That feedback should shape positioning.
Scale after evidence appears
When the company sees repeatable signals from the market, it can expand the acquisition effort with greater confidence and a clearer sales process.