Order Editing
How Order Editing leveraged Axon to uncover 82.6% of their ICP and build an end-to-end outbound engine
Order Editing was ready to scale outbound. They just needed the infrastructure to prioritize, segment, and identify their total addressable market. Axon uncovered 8,893 net-new ICP companies and turned their CRM into a revenue-ready engine.
"We went from a one-size-fits-all target list to a living segmentation engine that actually understands our market. Every account is enriched with qualitative context, broken down by niche, and tied to timely events we can reference in outreach. It stopped our outbound from feeling generic and turned it into something that sounds like we've done deep research on every single prospect."
Order Editing
Used by 500+ brands like Oh Polly, HexClad, Gruns, and Ridge, Order Editing eliminates up to 98% of order-change support tickets while generating six figures in post-purchase upsell revenue.
The goal: launch outbound
Order Editing had strong inbound and a loyal customer base — but no outbound motion. They wanted to proactively target Shopify stores with bad order editing experiences: brands forcing customers to email support for simple changes like size swaps or address updates.
The Opportunity
Order Editing had a strong product loved by 500+ Shopify brands, and the team was ready to build a scalable outbound motion. With 9,200 companies already in HubSpot, the foundation was there. They just needed a way to map their full market, prioritize the right accounts, and build the infrastructure to go after them systematically.
- With 9,200 companies already in the CRM, 82.6% of the ICP still represented untapped market opportunity
- Prioritization infrastructure would ensure reps focused on the highest-value accounts first
- Segmentation by ENT, MM, and SMB would unlock tailored outbound strategies for each tier
- Tagging existing customers would sharpen outbound lists and prevent wasted effort
- Surfacing data quality issues on revenue-carrying records would protect pipeline integrity
- Mapping ICP performance and expected revenue would bring visibility into market potential
crm.hubspot.com/contactsHow Order Editing leveraged Axon to build an end-to-end outbound engine
Six steps from "we don't know who to target" to a fully scored, segmented, revenue-projected CRM — ready for outbound.
Defined the ICP criteria
We worked with Order Editing to nail down exactly what makes a company a good fit — platform, store size, category, geography, and more — so every decision downstream was rooted in their real buyer profile.
Scanned every company for order editing policies
Axon analyzed each company's website and checkout experience to determine whether they already had order editing capabilities — identifying both greenfield opportunities and competitive displacement targets.
Built a composite score for prioritization
We bundled order editing policy data with category fit, estimated revenue, website traffic, location, and platform signals into a single 0–100 priority score — so reps always know who to call first.
Segmented accounts using closed customer data
Using Order Editing's existing customer base as a reference, we built ENT / MM / SMB segmentation and projected expected revenue for each ICP company — turning the CRM into a revenue forecasting tool.
Loaded all scored companies into HubSpot
8,893 net-new ICP companies were pushed directly into HubSpot — already scored, segmented, and tagged — alongside the 2,607 ICP companies that were already in the CRM but had never been enriched.
Added AI reasoning to every account
Each scored company received a plain-language description explaining why it scored high or low — giving reps instant context and outbound language without needing to research each prospect.
The Results
In a single engagement, Axon helped Order Editing evolve their CRM into a fully instrumented outbound engine with prioritization, segmentation, revenue projection, and data quality visibility built in.
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