Season 2 · Episode 11
Beyond the ICP: Rethinking Reach in B2B Marketing with Deivis Rupslaukis
Marketing Dilemmas · Cognism
October 7, 202549m 29s
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Show Notes
In this episode, Liam sits down with Deivis, Founder of DERU Digital, to explore a dilemma every B2B marketer faces: how narrow should your targeting really be?
Deivis shares his experience of discovering a vendor before he worked at an ICP company - and how that shaped his belief that brand reach needs to extend beyond account lists.
They dive into the risks of over-segmentation, why reach is often undervalued in B2B, and how to balance short-term pipeline pressure with long-term influence.