Challenge
Merge, a cross-border payments platform, was looking to expand into the EU market but faced challenges in identifying the right customer segments and generating a targeted sales pipeline. They needed a well-defined market entry strategy and an understanding of regional nuances.
Solution
By conducting thorough market research, the project team defined Merge’s Ideal Customer Profile (ICP) for the EU region. This research led to a detailed understanding of key growth segments and buyer personas. The team also developed a robust sales pipeline of high-potential leads, aligning it with the ICP to ensure a focused entry strategy.
Result
The project resulted in a strong sales pipeline, positioning Merge to penetrate the EU market efficiently. The strategy laid the groundwork for future growth, enabling the company to target high-potential segments with a clear, data-backed approach.