How B2B Teams Activate Niche ICPs Across Every Channel

Kickfurther runs a highly constrained two-sided marketplace, serving both CPG brands in need of inventory financing and backers willing to pre-purchase consignment inventory. The extreme specificity of these audiences makes scale difficult — and wasted spend costly. Their goal was simple: activate the exact same ICPs across advertising and outbound without losing efficiency.

Company & GTM Profile

The Challenge: Reach a niche market without wasting budget

Kickfurther’s ICPs were clearly defined — but hard to reach.

Native ad-platform targeting lacked the precision needed to isolate qualified brands and backers. This resulted in spend against poor-fit contacts and inconsistent performance. On the outbound side, reps were spending time reaching unqualified contacts who would never convert.

The deeper problem was misalignment. Ads and outbound were powered by different datasets, meaning messaging failed to reinforce itself across touchpoints.

Kickfurther needed one unified targeting foundation that could support advertising and outbound simultaneously — and ensure they were always speaking to the same people.

How Kickfurther Made Cross-Channel Targeting Work

Kickfurther implemented a unified system built around Primer audiences. Their approach mirrors the same system logic used in the Zip case study: constrain, align, and reinforce.

1. Constrain: Point every channel at the right ICP

Kickfurther built multilayered audiences inside Primer using:

• Company-level filters: CPG verticals, inventory needs, relevant technologies pushed into HubSpot and then pulled into Primer
• Contact-level filters: target job titles and decision-makers

These audiences became the single source of truth used across all channels.

Unlike native targeting, Primer allowed Kickfurther to define their exact ICP and ensure both advertising and outbound were operating from the same dataset.

2. Signal: Sync and unify across platforms

Primer audiences were synced directly into LinkedIn and Google Ads, guaranteeing that both platforms delivered impressions to the same set of verified ICP contacts.

The same companies already existed in HubSpot to power outbound prospecting.

This created a coordinated motion:

• Ads built awareness
• Outbound engaged warmed ICP contacts
• Messaging aligned across every touchpoint

"Our outreach is more efficient and effective, as a result of the awareness built through integrated, cross-channel messaging to the same audience.”

3. Sustain: Reinforce through aligned messaging

Because the same ICP was targeted everywhere, Kickfurther could control narrative consistency. Prospects encountered the same story across ads, outbound email, and direct outreach.

This repetition created familiarity — critical in niche markets with limited buying pools — and improved conversions from outbound efforts.

Why Primer

Kickfurther needed more than just audience creation — they needed precision, consistency, and operational efficiency.

Primer delivered:

• A single ICP definition used across advertising and outbound
• Reduced wasted ad spend
• Higher-quality leads entering the CRM
• Improved connect and response rates from warmed prospects

By unifying audience data, Primer eliminated fragmentation and created measurable efficiency gains across the funnel.

Practical Guidance from Kickfurther

• ICP accuracy compounds across channels. Build once, activate everywhere.
• Small TAMs require precise constraints. The tighter the audience, the greater the efficiency.
• Warmed leads convert faster. Awareness-driven outbound outperforms cold outreach.
• Consistency drives response. Repeated messaging improves recognition and trust.
• Data unification reduces wasted time and spend.

What’s Next

Kickfurther will continue expanding its unified targeting strategy, layering additional campaigns and refining messaging while maintaining strict ICP criteria to preserve efficiency.

The Outcome

By aligning advertising and outbound around Primer-powered audiences, Kickfurther achieved:

• 34.5% reduction in paid CPA
• Highest-performing campaign of the year
• Higher-quality outbound pipeline and increased sales velocity

Reps no longer wasted time cold-emailing poor-fit contacts. Budgets focused solely on high-fit prospects. Conversion rates improved as recognition and familiarity grew across touchpoints.

Kickfurther achieved the rare combination of lower costs, higher relevance, and scalable engagement within a constrained market.