Where to Sell First: Using Industry and Buyer Function Heatmaps to Pick Your Market
ยท Demand Analytics
How to use industry and buyer function heatmaps from minesales.ai Demand Analytics to choose which market and buyer to sell to first, with a step-by-step method and worked example.
To decide where to sell first, look for the industry and buyer function pair where the most companies have the problems you solve. In minesales.ai Demand Analytics, the Industry x problem and Buyer function x problem heatmaps show where your problem types are concentrated, and Where to sell first ranks industry and function pairs directly. Pick the top pair that also matches your experience, test it, and expand from there.
Why picking a starting market matters
Trying to sell to every industry and every buyer at once spreads your effort too thin. Your messages stay generic, your case studies do not match, and you learn slowly. Starting with one industry and one buyer function lets you:
- Write messages that speak to one buyer's real problems
- Build case studies that the next buyer in the same market trusts
- Learn faster, because every conversation teaches you about the same kind of buyer
The hard part is choosing. Heatmaps built from real company research make that choice evidence-based.
How to read the heatmaps
Open Demand Analytics from /3d-mine by clicking Analytics.
Buyer function x problem
- Rows: buyer functions, such as Finance, IT, Operations or HR
- Columns: the nine problem groups, such as Technology, Money, Risk or Customers
- Cells: how many companies have that kind of problem in that function. Darker means more.
Industry x problem
- Rows: account industries
- Columns: the same problem groups
- Cells: how many companies in that industry have that kind of problem
Read across a row to see the full set of problems for one function or industry. Read down a column to see where one kind of problem is concentrated.
The 5-step method
Step 1: Pick the problem groups you solve
Look at the nine groups and choose the one or two that match your offer. An IT services firm might choose Technology and Risk. A finance consultancy might choose Money and Change Management.
Step 2: Read down those columns in the industry heatmap
Find the industries with the darkest cells in your chosen columns. These are the industries where the most companies have your kind of problem.
Step 3: Read down the same columns in the function heatmap
Find the functions with the darkest cells. These are the buyers who most often own your kind of problem.
Step 4: Check Where to sell first
Where to sell first ranks industry and buyer function pairs by the number of companies with problems there, then by how many problems each company has. Look for pairs that appear near the top and match the industries and functions from steps 2 and 3.
Step 5: Filter by country and confirm
Use the Country filter to see if the pattern holds in the markets you can serve. The rankings may change by country.
Worked example
An IT services firm that specialises in data platforms and system modernisation:
- Problem groups: Technology (data and analytics, legacy and core systems).
- Industry heatmap: banking and manufacturing show dark cells under Technology.
- Function heatmap: IT and Finance show dark cells under Technology.
- Where to sell first: "Banking, IT" ranks high.
- Country filter: the pattern holds in the firm's home market.
Decision: start with IT leaders in banking, with a message about legacy core systems and data. Click the cell to see the matching opportunities and unlock the best accounts.
This example shows the method, not real numbers. Your results will depend on the current data and your filters.
Balance demand with your strengths
The highest-demand cell is not always the right choice. Weigh it against:
- Proof: do you have customers or case studies there?
- Access: do you have contacts or partners in that industry?
- Competition: is the market crowded with specialists?
- Deal size: do companies in that industry buy at a size that works for you?
A good starting market is high in demand and strong in at least two of these.
From heatmap to pipeline
Once you pick a pair:
- Drill down. On a paid plan, click the cell to open the opportunities behind it. See See the opportunities.
- Filter Daily Digest Opportunities to the same industry and country, and save it as a view. See How to Filter B2B Opportunities by Industry, Country and Seller Type.
- Write one message for that buyer, built around the top buying theme in that cell.
- Research your own targets in that market through the Research Queue.
Check your own pipeline
Switch to My Business to see the same heatmaps built from your own researched accounts. If your pipeline is concentrated somewhere different from where demand is highest, it may be time to adjust your targeting.
Key takeaways
- Start with one industry and one buyer function to sharpen messages and learn faster.
- Use the industry and function heatmaps to find where your problem types are concentrated.
- Where to sell first ranks industry and function pairs for you.
- Balance demand with proof, access, competition and deal size.
- Drill into the chosen cell to turn the insight into real opportunities.
Frequently asked questions
How do I choose a target market for B2B sales?
Find where the problems you solve are most common, check that you have proof and access there, and start with one industry and one buyer function. Expand once you have wins.
What is a beachhead market?
A small, well-defined starting market where you can win quickly and build references before expanding to neighbouring markets.
What does a darker cell in the heatmap mean?
More companies in that industry or function have problems in that group. Darker cells point to higher demand.
Can I see which companies are behind a heatmap cell?
Yes, on a paid plan. Click the cell to open the list of matching opportunities. Unlock an account to see its details.
How often should I revisit my starting market?
Review the heatmaps every quarter, or when you enter a new country or launch a new offering.