Darwin Group · Data intelligence firm

We get in touch with the people who are buying in your market that you can’t.

Right now, as you’re reading this, one of them is deciding who to buy from. You are not one of the choices they are considering.

Not because you lost out to competitors, but because they never had enough contact with you to make the list. Most of your ICP will never fill in a form, answer a sequence, or show up in your CRM hand raised. They will still buy. This quarter. From someone.

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The actual problem

This issue does not stem from ability, but from visibility.

The current ceiling to your growth is not your ability to close deals. Your sales team is hitting quota for the most part. Their close rate is on target. They are capable and efficiently handle what you put in front of them. The ceiling comes from the surface area that you are operating on. That area hasn’t grown, even if your team has.

Most companies assume that their market reach is a fixed number. That everything and everyone beyond that area is inaccessible. Invisible. They assume that is the case for themselves and everyone else in their market. It is not.

What you can see today

0Deals you can see
0Deals you cannot

Two numbers run this business: how many are in market, and how many of them you can see. The ones you never hear from are winnable. You cannot see them.

You’re losing by days on accounts that have been in-market for the past 6 months.

5%
Of the time they spend deciding is spent with you
95%
Of their decision making process is spent without you in the room

That 95% is not private. It happens on review sites, on competitor pricing pages, in spec sheets and forum threads, in the open, all day, every day that they are in-market. It is invisible to you, outside of your surface area, beyond the glass. Fortunately, that’s where the Darwin Group operates.

B2B buyers spend roughly a sixth of the buying cycle with all potential suppliers combined, and a fraction of that with any single one.

Don’t just take our word for it, however.

Tell us your industry, specific ICP, and average LTV. We will show you exactly how many companies are currently in-market, and how many of those would be invisible to your current operation. Twenty minutes, no charge, no deck.

Get your market’s number michael@darwingroup.net
The mechanism

Every company leaves a trail before it buys. We read the trail.

i  ·  Outward

The market

Competitor pricing pages, review sites, spec sheets, forum threads, and everywhere else your buyers go when they are not on your site. Nobody spends six figures without looking first, and all of that looking happens in the open.

ii  ·  Inward

Your own history

Every deal you closed left a record of how it happened. What they looked at first, who had to approve it, how long it took, what nearly killed it. You have already paid for that and almost nobody reads it back.

iii  ·  Back out

Your paid campaigns

Every ad platform takes your budget and begins by guessing with a proverbial shotgun blast. Anything that it hits, it then narrows down and tries to find similar targets. This approach includes a healthy dose of potential error, which will show in your high CPMs, sub-1 ROAS, and low CTRs. Our God Pixel removes that error.

We take all of the trails left behind by those in-market, filter them down to your exact ICP and buyer personas, and load that audience directly into advertising campaigns across all platforms you may be using. From day one of a campaign being launched, your spend lands on the right companies from the first impression rather than the third week.

From there it keeps refining based on those who show up on your site and those who closed.

Read · 14 AugustWorth a call
WhoMid-market instrumentation manufacturer1,400 employees · three sites
What they are doingComparison against a named competitorSpec sheets, pricing, two review sites
How longNine days, still activeFourth session this fortnight
Who decidesFour, including the budget holderEngineering, procurement, finance

All three resolve to one thing: a company, the people inside it who will actually decide, and the reason they are looking right now. Then we put you in front of them while the decision is still open.

That is the entire business. The only question left is whether your category is big enough to be worth it.

Where your deals are going

The person on a competitor’s pricing page right now does not know you exist.

They have read the reviews. They have compared the spec. Every box you would want ticked is ticked. The only reason they are not talking to you is that nothing in your operation is pointed at the place where they are standing.

We see it happen and we put you in front of them before the decision closes. Most of the deals you never competed for went exactly this way. You did not lose them. You were never in the room.

What happens after you sign
01 / 05  ·  Week one

We learn what actually closes for you.

We read your closed-won history. What they looked at first, who had to sign off, how long it took, what nearly killed it. Not a persona workshop. The record of what has already happened, which you paid for and nobody has read back.

By the end a definition of your buyer built out of your own deals, rather than a category average.

What we read firstYour side
closed deals reviewed214
people involved, average4.6
median cycle71 days
most common blockerprocurement
1
definition of your buyer, specific to you
02 / 05  ·  Week two

We light up the category.

Competitor pricing pages, review sites, spec sheets, forum threads, and everywhere else your buyers go when they are not on your site. All of it is happening in the open. None of it has ever been somewhere you could look.

By the end the companies in your category that are actually in market, this month, named.

The category, readRe-read nightly
companies in the category44,800
showing buying behaviour1,792
comparing you to a rival63
already in your pipeline41
week 1612
week 21,031
week 31,417
week 41,792
4%
of a category is in market in any given month
03 / 05  ·  Week three

We name the accounts, and the people inside them.

Each company resolved down to who will actually make the decision, what they have been reading, and why they are looking right now. A reason attached to every name, so nobody on your side ever opens a conversation cold.

By the end a short set of named accounts, each with the reason it is on there.

What we hand overSeptember
accounts worth a call216
people identified per account9
with a stated reasonevery one
engineering88%
procurement71%
finance44%
0
cold calls anywhere in it
04 / 05  ·  Week four

We go and get them.

We stand up the sending infrastructure, write and run the sequences, and answer every reply, including the ones that come back at eleven at night. The same audience goes live in your paid campaigns on the same day. Conversations arrive on your reps’ calendars, and your team does the one part we cannot do for you.

By the end conversations booked with people who were already looking, and a reason for each one.

Send consoleWeek 14 · live
delivered48,912
positive replies588
conversations booked294
held191
wk 11168
wk 12232
wk 13277
wk 14294
31
closed, quarter to date
05 / 05  ·  Ongoing

It gets better every quarter.

Every deal you close changes what we look for next. The targeting tightens and the read becomes more specific to your business than it was the quarter before.

By the end the same spend reaching further each quarter, without you buying anything extra.

Quarter on quarterSame budget
accounts reachedrising
cost to reach onefalling
extra spend requirednone
q1base
q2+34%
q3+71%
q4+96%
0
of that bought twice
01 / 05
Why it widens

On day one we make the invisible, visible. By month twelve we are only targeting what has been proven to close.

i. Month one

We read your category better than it has been read.

  • Every company in it that is genuinely in market.
  • Named, with the reason each one is looking.
  • Better than anything your team has had to work from.
  • And still, at this point, a read made from the outside.
ii. Month twelve

It has learned your business, and it does not unlearn it.

  • Every deal you won has taught it who to go after.
  • Every deal you lost has taught it who to leave alone.
  • The signals that matter in your category, weighted the way your buyers actually behave.
  • A rival could commission the same work tomorrow and be a year behind you.

Month twelve is a long way off. Month one is a conversation.

Bring the category. We will tell you how much of it is in market and how much of that you can currently see. If the gap turns out to be small we will say so, and there is nothing further to discuss.

Get your market’s number michael@darwingroup.net
Who this is for

We are not a volume business, nor are we in the business of guessing.

Nothing here gets improved by sending 10x more of anything. If all you are looking for is a mass list of names there are cheaper places to get them.

What we sell is visibility into the buyers who are currently not on your radar, and the judgment on which are actually worth the time of your team.

This system clears for companies between ten million and a billion in revenue. Below that, one closed deal is typically not worth enough to pay for the work. Above that threshold, we have tactics that are neither useful nor effective for the normal business’s competitive landscape: please email michael@darwingroup.net if that applies to you.

If one closed deal is worth less than fifty thousand to you, this is the wrong call to book.

If you are inside of that range, the first question is what exactly your market currently looks like.

Bring the category and roughly what one closed deal is worth. That is enough for us to say what your market actually looks like, what this would cost, and whether it is worth doing at all. We have told people it is not.

Get your market’s number michael@darwingroup.net
Scope

According to the client’s business, the full engagement runs into seven figures a year.

You are paying for judgment, and judgment is the expensive part.

What decides where you land has almost nothing to do with the size of your company. It is three things: what one closed deal is worth to you, how many companies in your category are actually in market, and whether you have anyone to work the output when it arrives. We can measure the first two before there is a contract in front of anyone, and you see them either way.

We take one client per category and decline the rest for the duration. Priced accordingly, and not available everywhere.

Twelve months on

The same team, the same product, and a different class of account.

The order it happens in is not mysterious. Reach moves first, because you start reaching companies before they raise a hand, which is most of them. Deal sizes follow, because the accounts that were never visible were never the small ones. Then the company is valued on the market it can serve instead of the slice it could find. None of it starts until someone reads your market, and that can begin this month.

Get your market’s number

Twenty minutes · no deck, no proposal, no follow-up sequence
Answered by the end of the next business day, every time
You leave with both numbers whether or not we work together
Or email michael@darwingroup.net