At a glance
- ~200,000
- online stores in Cubbo’s proprietary TAM
- 61,792
- Shopify stores validated in Mexico and Brazil
- 7
- channel plays, from TAM to first message
Context
Cubbo is a fulfillment and logistics company for e-commerce brands in Mexico and Brazil. It sells two products: Cubbo Fulfillment, its warehousing and shipping service, and Cubbo Engage, its marketing and customer engagement offering. Both target largely the same e-commerce market.
Challenge
Cubbo wanted a more systematic way to qualify e-commerce leads in Mexico and Brazil so they could reach the right accounts through the right channels, such as LinkedIn, email, and WhatsApp.
They came to Reverrr to build a scored, enriched target list and push each qualified lead into HubSpot, their CRM, so the sales team could work the highest-fit accounts.
Cubbo needed to sell to thousands of stores that don’t appear in any B2B database
Cubbo Engage automates customer support and sales over WhatsApp for online stores. Its ideal customer is a small DTC store in Mexico or Brazil selling through Shopify: a team of 1 to 10 people that barely shows up on LinkedIn or in commercial databases.
The second challenge was having a clear process. Everyone was filtering lists their own way, and it wasn’t clear what to do with each lead. Iñigo (GTM @ Cubbo) summed it up in one of the sessions: they didn’t want a spreadsheet to “send random stuff” from; they wanted to know what action to take for each tier and segment.
And there was a deadline: with Black Friday approaching, their selling year was effectively over by October.
Reverrr built a proprietary TAM and the infrastructure to put it to work
Map: a TAM the databases didn’t have
We searched for stores by their technology, rather than by looking for them on LinkedIn. Using in-house scraping, we verified which websites were still active and pulled email addresses, Instagram profiles, and WhatsApp numbers directly from each site. That gave us a TAM of around 200,000 online stores, including 61,792 Shopify stores in Mexico and Brazil.
The TAM in Clay: company and contact tables for Mexico and Brazil. Track: FITS scoring tailored to e-commerce
Industry, traffic, Instagram, ads, and tech stack determine each tier. To avoid spending credits across the entire TAM, we only run costly enrichment on accounts showing intent signals: Klaviyo, more than 15–20 active ads, review tools, or Shopify Plus.
Run: one Master Table powering two businesses
A master table in Clay holds the generic enrichment and routes qualified leads to two separate tables: one for Cubbo Engage and one for Cubbo Fulfillment. HubSpot is the source of truth for Tier 1, with tasks guiding every step, a source property, and a rule that excludes companies with an open deal. On top of that, a map of seven plays covers everything from Reclame Aqui in Brazil to one-to-one WhatsApp or reaching the decision-maker on LinkedIn.
Everything lives in Reverrr Brain
The ICP, TAM, scoring, plays, and decisions from every session live in Reverrr Brain, our GTM knowledge system, organized by client into Mapping, Tracking, and Execute. That’s why Fulfillment didn’t have to start from scratch: it built on the TAM and enrichment already created for Engage.
The shift that unlocked it
Search by technology, not by LinkedIn. Of the Shopify stores we found in HTTP Archive, only 8% were in Clay. LinkedIn wasn’t the useful contact source—it appeared for just 4% of stores. The real contact details were on the stores’ own websites: email, Instagram, and WhatsApp. In Brazil, the CNPJ number that companies are legally required to publish yielded 434 new contacts from 389 companies in a single batch.
Results
Our work with Cubbo started from a TAM of roughly 200,000 online stores, including close to 62,000 Shopify stores in Mexico and Brazil. From that universe, we have delivered more than 10,000 qualified leads, each with a tier and the contact data needed to start outreach, and we continue to work alongside Cubbo’s sales teams as the pipeline grows.
On top of the lead base, we built a Cubbo Engage play map with seven outbound plays, each targeting a different segment or signal: Shopify merchants, Reclame Aqui reputation signals in Brazil, marketing-stack and competitor users, closed-lost deals in HubSpot, and multichannel 1:1 outreach through Instagram, WhatsApp, and LinkedIn.
Each account enters only one play, so the channel and message match the lead’s tier and profile. We are also supporting Cubbo’s marketing with Google campaigns and analyzing the full funnel to find where performance can improve.
Here’s how it works today:
- Tier 1: one-to-one outreach in sequence—decision-maker’s email → LinkedIn → WhatsApp → Instagram, with tasks in HubSpot.
- Tier 2: start with an automated sequence, then follow up via WhatsApp, LinkedIn, or Instagram.
- Tier 3: automation only. If an account doesn’t respond, move to the next channel in its sequence—never repeat the same one.
What this means for you
If your market isn’t well covered by Apollo or ZoomInfo, the problem isn’t the copy—it’s the list and how you work it. This case study brings together the plays “Build the TAM the databases don’t have” and “Prioritize your TAM using signals (FITS).”
If you’d like to learn more about GTM, you can read our newsletter.
We’ll show you how we’d build this system around your ICP and tech stack.
Book a call
