---
name: hashgraph-online/b2b-reach-engineering
source: https://app.decimal.ai/s/hashgraph-online-b2b-reach-engineering@1/SKILL.md
source_sha256: 7fc8a37ffa1b
---

# B2B Reach Engineering

Use this skill when obscurity is the sales constraint. The goal is to turn a
vague market into a reachable list of companies and buyers, then plan deliberate
first-touch coverage before optimizing conversion.

## Source Traceability

Primary source: Unf*ck Your Sales by Jakob Greenfeld, especially the "Reach",
"Diagnostics", "The Rejection Fallacy", "The TAM Fallacy", "The Precision
Fallacy", "The First-Touch Law", and "Engineering Reach" sections.

## Diagnostic Signals

Reach is likely the constraint when:

- The company has a good offer but too few relevant buyers know it exists.
- The team interprets silence as rejection before confirming actual market
  exposure.
- Targeting is either over-narrow and hesitant or too broad and noisy.
- The team talks about a huge TAM but cannot name the specific companies and
  people who must know the company.
- Optimization is focused on subject lines, funnels, or conversion before the
  first pass through the target market is complete.

## Workflow

### 1. Extract Non-Negotiables

Use evidence from closed deals, serious opportunities, and competitor wins.
Identify the minimum criteria that must be true for a deal to be plausible.

Capture:

- Company type, size, geography, system, regulation, or trigger.
- Buyer role or owner of the pain.
- Pain intensity and ability to act.
- Disqualifiers that make a deal unrealistic.

### 2. Build The Reach List

Convert the target market into named accounts:

- List only companies that match the non-negotiables.
- Name the 1-3 humans at each account who feel the pain or can act on it.
- Keep the list concrete enough to contact and measure.
- Treat broad TAM language as a warning sign.

### 3. Choose Controlled Delivery Channels

Prefer channels where delivery can be proven or closely estimated:

- Cold email to named buyers.
- Manual DMs.
- Calls.
- Account-based ads against the list.
- Warm intros when available.

Avoid waiting for broad brand awareness, generic posting, or black-box targeting
when reach coverage is the constraint.

### 4. Saturate Before Optimizing

Do not judge messaging, conversion, or sales quality until every qualified buyer
on the list has had at least one real exposure.

Track:

- Accounts identified.
- Buyers identified.
- First touches delivered.
- Delivery or exposure rate.
- Replies or second-step signals, as secondary metrics.

## Output Format

```markdown
# B2B Reach Plan

## Non-Negotiables
- Must-have account criteria:
- Must-have buyer criteria:
- Disqualifiers:

## Target List Plan
| Segment | Account Criteria | Buyer Roles | Estimated Accounts | Source |
|---------|------------------|-------------|--------------------|--------|

## Channel Plan
| Channel | Why It Controls Delivery | First-Touch Action | Coverage Metric |
|---------|--------------------------|--------------------|-----------------|

## Saturation Target
- Accounts:
- Buyers:
- First-touch deadline:
- Success signal:
```

## Quality Bar

- Do not call silence rejection until exposure has been proven.
- Do not recommend broad awareness plays when named-buyer reach is possible.
- Do not over-segment before the first pass is complete.
- Do not blast unqualified lists and call it reach.
- Make coverage measurable before discussing optimization.