Ninja Excel: outbound strategy to validate new markets.

Context

Ninja Excel is an online provider of applied Microsoft Excel training for corporates in Spain. Its programmes are certified and focused on adoption: they help teams automate manual work and standardise their skills, and they are designed to be funded through FUNDAE training credits. The ideal customer is an established Spanish company with a large administrative and finance workforce working in Microsoft 365.

Challenge

Ninja Excel needed a systematic way to find the Spanish companies that could realistically buy and fund its training, and then reach the right people inside them. Its ideal accounts were spread across a broad market, and the decision-makers, usually learning and development or HR managers, were not always easy to identify or reach.

Ninja Excel wanted to focus on accounts with the right fit and buying signals, and to engage them through the right channels, such as email and LinkedIn. They came to Reverrr to build a scored, enriched target list and push each qualified lead into HubSpot, so the sales team could prioritise the highest-fit accounts.

Ninja Excel wanted data to show whether the outbound approach from Chile would work in Spain

In Chile, outbound was already its main acquisition channel. In Spain, the team wanted to see whether it could replicate that success, supported by FUNDAE training credits. At kickoff, Paola put it plainly: a positive or negative answer was fine, but the validation had to be conclusive.

The Spain team was good at closing, but had too few meetings each month and wanted to multiply that number. They also needed to validate the channel quickly: renewing the project depended on reaching a minimum number of meetings in September.

Reverrr built the TAM, scoring, and a two-track system

1. 01

   Map: ICP, CRM audit, and TAM

   The ICP in Spain covered companies with 51 to 1,000 employees across 24 industries, excluding the public sector. Since almost all companies have FUNDAE credits, we used them in the messaging rather than for segmentation. We combined Apollo and Clay and, after deduplicating by domain, identified 10,050 unique companies.

2. 02

   Track: FITS

   Each company receives a Firmographic, Intentionality, Technographic, and Structural score, then is assigned to Tier 1, 2, or 3. The Tier 1 accounts included 2,700 enriched contacts.

3. 03

   Run: two tracks

   The sales team works Tier 1 1:1 through a sequence of 8 or more touches, including LinkedIn. Tiers 2 and 3 go into automated, higher-volume campaigns. When the new TAM proved too small, we enriched the existing HubSpot database instead of buying leads: 3,959 companies reviewed and around 2,500 new contacts.

What changed the course

Measure each channel and keep the one that works. Calls to personal mobile numbers generated pushback, so we stopped them in time to avoid burning valuable accounts. Email did work: the first sequence, sent to 850 contacts, achieved a 10% reply rate and generated 14 meetings. For Diego Cánovas, who leads sales in Spain, the work was “more than an audit.”

Results

Ninja Excel targets Spanish corporates with 50 to 1,000 employees that use Microsoft 365, have FUNDAE training credits available, and employ a meaningful share of desk-based administrative and finance staff. Reverrr built a total addressable market of 10,050 companies from Apollo and Clay, then scored each account with FITS, our framework across four dimensions: firmographics, intentionality, technographics and structure. Accounts are grouped into three tiers by fit and intent, and contacts are ranked by seniority, so every account has a defined next step. Learning and development and HR managers are the primary buyers.

Outbound is now producing results in Spain. Reverrr has delivered qualified leads with tier and contact data to Ninja Excel’s team, and the first meetings are being booked. Tier 1 accounts receive a high-touch sequence of calls, personalised emails and LinkedIn messages. Tier 2 and Tier 3 accounts receive automated email sequences, and the team takes over as soon as a prospect replies. Buying signals, such as companies hiring in Spain and new HR roles, trigger additional outreach, so prospects are contacted when they show activity.

With the Spanish motion running, Reverrr is expanding the same outbound system to the United States. The aim is to reuse the TAM build, scoring and play architecture, and to adapt the market definition, signals and messaging to the US.

How it works today:

• Clay scores the TAM, and each account is added to HubSpot with its tier.
• Tier 1: the sales team works each account 1:1, using the signal as context across email, LinkedIn, and phone.
• Tiers 2 and 3: automated sequences; positive replies are routed back to the team.
• Every lost opportunity is logged with a reason to show where prospects drop out of the funnel.

What this means for you

If you want to enter a new market, first find out whether the channel works there. A system measured from day one gives you that answer and leaves you with a foundation you can take into the next country. This case uses the plays “Prioritize your TAM by signals (FITS)” and “Hiring and new-role plays.”

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