Workshop
Many B2B SaaS companies segment by company size and industry, then treat everyone who fits as their ICP. It looks tidy, but it rarely explains who buys, who stays and who never closes.
In this workshop, we build a segmentation your team can actually use. It’s based on your customers, your deals and the situations that make companies buy, not on a spreadsheet of company data.
Stop selling to everyone. Choose where you can win.
Who need a sharper target for campaigns, content and ABM.
Who want pipeline from the companies that actually buy, and stay.
Who need to choose where to focus next, and agree on why.
The definition is so broad it doesn’t help sales or marketing choose.
Each team has its own idea of the best customer.
Lots of activity in segments that rarely buy, or rarely stay.
A new year’s plan, an ABM push or a new market, and you need to choose.
Half a day in four parts, built around your own material. The order and depth follow what your team needs.
Why size and industry alone rarely explain who buys, and what your own customers and deals tell you instead.
You leave with
A view of who actually buys and stays
We group your market by the situations and needs that make companies buy.
You leave with
A first segment map of your market
We compare segments on attractiveness, fit, access and how winnable they are, and choose where to focus.
You leave with
Criteria, and a first priority
The difference between your target segment and your ICP, and how to turn segments into something sales and marketing can target.
You leave with
Hypotheses to test, and what it takes to validate them
Segment map
Workshop outputWhat your team is working on, who joins and what a good outcome looks like.
You share the material that matters, and I shape the session around it.
Half a day, hands-on, working on your real challenge with your team: virtually, or at your office in the Netherlands.
Your team leaves with clear next steps. If the session reveals bigger work, we can talk about that too.
Not quite. First you choose the segment you want to win; your ICP is the fit filter within it. We work on both.
It helps, but it isn’t required. A list of your best and worst customers and some recent deal data is a good start.
From €2,500 per workshop, excluding VAT. On-site in the Netherlands is €500 extra. And if you book a scoped project within two months, the workshop fee is deducted from it.
Either. Virtually, your team can join from wherever they are. In the Netherlands, I can also run it on-site at your office.
Half a day: three to four hours, including breaks.
Yes. Every workshop starts with a conversation about your situation, and the session is shaped around it.
Then we can talk about a scoped project or ongoing support. A workshop often shows where the bigger work is.
Go beyond prompting. Build better ways of working with AI.
Most Product Marketing teams already use AI. But using ChatGPT or Claude for individual tasks isn’t the same as building AI into how your team operates.
Half day · virtual or on-site · From €2,500
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Get clearer on who you’re for, what makes you different and why customers should care.
Most teams can explain what their product does. Fewer can explain why a customer should choose them over the alternatives, in a way every team repeats. That gap shows up in sales calls, on the website and in deals lost on price.
Half day · virtual or on-site · From €2,500
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Sometimes a session is enough to get a team moving. Sometimes it reveals a bigger opportunity.
First PMM can also help implement the work through a scoped project or ongoing embedded engagement.
And for teams that want a shared, AI-ready GTM knowledge foundation, there’s the GTM hub.
Tell me what your team is working through, and we’ll explore what a useful workshop could look like.