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Stop Serving Everyone: The Counter-Intuitive Path to 85% B2B Growth

When your marketing is working, conventional wisdom says don't change anything.

Keep scaling what works.

But what if that same success is actually holding you back?

That's what Blake Imperl, the SVP of Marketing at Digioh, discovered.

While most companies chase growth by expanding their market, Blake saw an opportunity to grow by narrowing their focus.

I sat down with him to understand how his strategy transformed their marketing approach.

You can listen to our full conversation here.

If you want a quick summary, here are some of the key moments we touched on:

The Trap of Success

When Blake joined Digioh, their growth metrics looked strong.

SEO drove consistent inbound traffic, and their ability to serve multiple markets from major publishers to small Shopify stores seemed like a competitive advantage.

But beneath these positive metrics lurked a deeper challenge.

The Power of Finding Your Identity

"You can't be everything to everybody," Blake explains. "What that creates is a very large expansive gap in your identity."

This insight led Blake to propose something radical: deliberately narrowing their focus to e-commerce brands, even if it meant walking away from other viable market segments.

This wasn't just about picking a niche.

It was about having the courage to walk away from potential revenue to build something more valuable.

For GTM generalists feeling the pressure to serve everyone, this decision point is crucial.

The 'Digioh Everywhere' Strategy

With their focus now squarely on e-commerce brands, Blake proposed an ambitious strategy.

"We're gonna go do things that actually might feel like we're in outer space right now, like partner marketing, content, and events," he explains.

This became "Digioh Everywhere" - a commitment to showing up consistently wherever their audience was.

"We wanted our prospects, customers, and partners to see Digioh multiple times a week in their feeds and day-to-day," Blake shares. "Not just showing up and blasting spam into the feed, but being value-add."

Events proved this strategy's worth. After initially breaking even or losing money on events, they saw a dramatic shift.

At Grow LA, their focused presence translated into their most successful event yet, driving qualified demos and significant pipeline.

Content is Your Growth Engine

To make "Digioh Everywhere" work, they needed content that truly resonated with their e-commerce audience.

While 86% of marketers outsource content creation for speed and scale, Blake saw an opportunity to differentiate by bringing everything in-house.

"The best content is typically sitting with your CEO, your CS and support teams, and your sales teams," Blake explains.

For GTM teams considering this approach, Blake shares three guiding principles:

1. Build content that leverages your unique market insights

2. Create resources valuable enough that "people would pay money for"

3. Focus on education first, which naturally builds trust with partners

Sales and Marketing Alignment is Critical

One of my favorite insights from Blake was his refreshingly practical approach to building trust between marketing and sales.

"Every single week I send a Loom video to the entire business," he explains.

"Here's what we did this week. And here's the outcomes that happened from a pipeline perspective."

This simple practice ensures:

• Marketing messaging resonates in sales conversations

• Sales teams have the resources they need to close deals

• Both teams speak about Digioh in the same way

The Long Game Pays Off

Building a focused GTM strategy requires patience and conviction.

"Marketing is always planting seeds," Blake explains.

"Some seeds grow faster. Some seeds take way longer to grow. But you can't just be looking at marketing in a three-month window."

His focused approach proved this philosophy:

• 85% year-over-year revenue growth

• Higher quality leads who deeply understand Digioh's value

• A growing community of engaged e-commerce brands

For GTM teams, Blake's story proves that sustainable growth comes from knowing exactly who you serve.

If you want to listen to our full conversation, you can listen here.

PS - Connect with Blake on Linkedin.