Grow B2B corporate-gifting revenue from zero. Founder's goal: 5 organizations for Family Day. Build the channel end-to-end — ICP, messaging, catalog, pricing logic, sales enablement, outbound motion.
Full GTM build — B2B messaging platform, corporate catalog, ICP definition, pricing logic, objection library, sales script, paid-media allocation, hiring spec for the B2B sales hire, two working sessions to train the sales manager.
50 organizations closed — 10× the original plan. Peak month: 16 new orgs, 500+ boxes, 82-box average per deal. Channel ran solo post-engagement — no dependency, clean handoff.
The challenge
A leading B2C leisure brand — curated experience gift boxes, founded in 2020, with 80,000+ boxes sold over 4 years — had an obvious second channel staring it in the face. Enterprise buyers in tech, cybersecurity, aerospace, defense, and insurance were already buying the product for employee gifting. But they were all inbound or relationship-driven. There was no B2B channel — no ICP, no messaging, no catalog that spoke to an HR buyer, no pricing logic, no objection library, no sales script, no outbound motion, and no dedicated sales hire.
The founder's stated goal was modest: 5 corporate organizations for Family Day. In parallel, the brand was also spending ~800K NIS/year on paid media with unclear per-channel ROI, and running a broken email program on a DTC storefront that had been bolted on to a site originally built for consumer gifting.
What I did
I treated B2B as a brand-new channel, not a bolt-on. The build was end-to-end.
Research & ICP
- Customer interviews across the B2B segment to isolate the real Jobs-to-be-Done: HR & People teams buying experience gifts for holidays, onboarding, milestones, and Family Day.
- Competitive audit on DTC experience-gifting in Israel, US, and EU.
- ICP defined: Israeli tech + finance + pharma + manufacturing, 200+ employees, dedicated HR/People function.
Messaging & catalog
- B2B messaging platform: positioning, proof, pricing logic, objection library.
- Corporate catalog built as a dedicated sales asset — not a bolt-on to the consumer site.
- Full spec for the /business/ page: page goal (qualification, not lead-gen), Jobs-to-be-Done per persona, Value Proposition framework, SEO keyword research.
Sales enablement & hiring
- Wrote the full sales script: discovery questions, talk tracks, pricing conversation, objection handling, closing language.
- Wrote the hiring spec for the B2B sales hire — LinkedIn-fluent, networking in HR communities, digitally native. Held the bar against generic "sales manager" candidates whose background was basic Office.
- Trained the sales manager in two working sessions. After that, he ran deals solo — and continued after the engagement ended.
Shani brought structure and clarity where I had neither — and the strategic insight to turn that into real revenue. She helped me sharpen my focus, scale my operations, and tie every move back to the business. The impact was immediate.
Sitting on a B2B channel you haven't built yet? Book your free 30-min slot →
The outcome
The goal was 5 organizations for Family Day. We closed 50 — ten times the original plan, a full 1,000% of target. In the peak month, the channel landed 16 new organizations totaling 500+ boxes at an 82-box average per deal.
More importantly, this wasn't a one-quarter spike. The B2B channel kept running after my engagement ended. The sales hire stayed. The playbook — messaging, catalog, sales script, outbound motion — is still in production today. That's the win I care about: not a dependency, a handoff.
.jpg?width=72&height=72&name=Shani%20Headshots-7710%20(1).jpg)