Beyond the ICP: Rethinking Reach in B2B Marketing with Deivis Rupslaukis

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.