3
New verticals entered in 90 days
47%
Higher demo-to-close rate with new vertical messaging
22
Pipeline opportunities created in new verticals
$180K
New ARR attributed to the expansion strategy
[PLACEHOLDER] StackLayer provides workflow automation for operations teams. They had strong PMF in fintech but wanted to expand into healthcare and manufacturing. The challenge: completely different buyers, different language, different pain points, different procurement cycles. Copying their existing playbook into new markets wasn't working.
Fractional Growth Partner, 6-month engagement. Cross-functional with sales, product, and CS.
Led 22 customer discovery interviews across 3 verticals to deeply map jobs-to-be-done
Defined 3 new ICP profiles with full persona cards, buying journey maps, and decision criteria
Rewrote the website homepage and 3 product pages with vertical-specific messaging
Built a content engine: 1 flagship piece per vertical (case study + landing page + email nurture sequence)
Created a sales enablement kit: battle cards, objection handling guide, discovery call script
Set up LinkedIn Ads to rapidly test messaging hypotheses before doubling down with organic
"[PLACEHOLDER] Most expansion failures happen because teams copy-paste their existing positioning into new markets. It never works. Buyers in different verticals have different fears, different language, and different definitions of "good." You need to speak to the fear, not just the feature set."
Engagement details