How SpendLab Broke Into the US Market Through Targeted CFO Outreach

About SpendLab

SpendLab is an Amsterdam-based AP recovery and real-time error prevention platform. Using 450+ proprietary algorithms, they analyse accounts payable, VAT, and vendor balances to identify payment inaccuracies that would otherwise go undetected. With over 1 billion invoices analysed and 500 million euros recovered for clients, SpendLab operates on a no-cure-no-pay model.

The Challenge

SpendLab had proven product-market fit in Europe but needed to crack the US market. The challenge was not awareness. It was access. US-based CFOs at financial services companies do not take cold calls from European vendors they have never heard of. SpendLab needed a way to get their foot in the door with credibility.

Precision Market Entry

Working with Glencoco's pay-per-meeting marketplace (powered by Nurturance's outbound methodology), SpendLab launched a targeted US market entry campaign across 4,246 carefully selected financial services accounts.

The approach was deliberately narrow. Rather than trying to reach every CFO in America, the campaign focused exclusively on financial services companies where AP complexity and transaction volume made recovery audit most valuable.

Campaign approach:

• 4,246 US financial services accounts profiled and targeted

• Messaging framed around the no-cure-no-pay model to reduce perceived risk for unfamiliar buyers

• Direct outreach to CFOs and Finance Directors with budget authority over AP operations

• US-based callers presenting SpendLab's European track record as a competitive advantage, not a liability

The Results

The campaign generated 9 meetings with US-based finance decision-makers. For a European company making its first systematic push into the US market, these conversations represented validated market entry and real pipeline.

When your total addressable market in a new geography is measured in hundreds of ideal accounts rather than thousands, every meeting matters. SpendLab's campaign was not about volume. It was about opening the right doors.

Why This Matters for International Expansion

Entering a new market without brand recognition requires a fundamentally different outbound approach. You cannot rely on inbound, referrals, or brand equity you have not built yet. Precision outbound gives international companies a way to test market appetite and build pipeline from day one.

Nurturance helps fintech, insurtech, and technology companies access new markets through targeted outbound. If you are expanding into new territories and need direct access to decision-makers, we should talk.

Visit nurturance.uk or book a call to discuss how precision outbound can accelerate your market entry.