Everything the team learned about the account stops at the subject line.
You need to know what that company is dealing with, why your product matters to them in particular, what each follow-up is for, and what to say when the conversation actually starts. A prioritised list on its own answers none of this.
01 / OPENING
The first line should tell them you understand. It rather tells them what you sell.
Nothing turns what the team knows about that account into a reason for them to keep reading.
02 / SEQUENCE
The first email had a reason. The next three had a schedule.
Each touch goes out because a day passed, and no one decided what it was for.
03 / CALL
The meeting was booked on their situation. The call opens with your product.
Nobody prepares the conversation, so what the team worked out stays in the notes while the usual deck gets run.
04 / OBJECTIONS
A concern comes up and it gets a rebuttal.
Nothing tells the rep what is actually behind it, and those deals rarely go to a competitor. They just stop moving.
From account evidence to a repeatable outbound motion.
Your Situational ICP and prospecting system establish where to focus. This work carries that context through account research, outreach and conversations, with each response informing what happens next.
For each prioritised account we bring together the company context, fit evidence, buying triggers and supporting signals — and separate what is verified from what is still an assumption worth checking.
Company context and the fit evidence behind it
The buying triggers and the signals that corroborate them
What the sender needs to know before making contact
Verified facts kept distinct from assumptions
What this stage deliversAn account research brief and a documented approach to preparing for outreach.
We connect the account's situation to a problem your product can address. The message draws on the evidence in the research brief and explains why your product may be relevant to that company. Each draft comes to you for review and approval before it is sent.
The buyer’s likely situation, drawn from evidence rather than guesswork
The problem that may matter, and the outcome your product supports
How to turn evidence into relevance without overclaiming
What to do when the evidence is thin
What this stage deliversAccount-specific messaging guidance that connects the evidence, the buyer problem and your product value.
We build the sequence around the buying situation. The opening message establishes relevance; each follow-up adds context, develops the point or approaches the problem from a different angle. The sequence should support a conversation, not fill a calendar with sends.
The role each touch plays in the sequence
When to follow up, and when to stop
Follow-up logic tied to the situation, not a fixed cadence
Adaptable to whichever channels you choose to use
What this stage deliversDocumented sequences, follow-up logic and guidance your team can run and refine.
Outreach does not end when someone replies. We build a practical approach to pre-call research, discovery and qualification — then a loop that feeds what you learn back into targeting and messaging.
What to review before a conversation
The questions to ask, and the evidence to capture
Replies, objections and call outcomes recorded in a usable form
Those outcomes feeding back into account selection and messaging
What this stage deliversPre-call research guidance, discovery and qualification guides, and a process for capturing what the market teaches you.
▶ Play the walkthrough
Tools used
Claude CodeClayApifyTrigifyNotionCommon RoomRB2BHumantic AILemlistInstantlyHeyReachHubSpotAttioSlack
HHow we build your outbound engine
Twelve weeks, and the motion runs without you.
Week
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Engagement 01Redefine Your Situational ICP
Situational ICP
5 weeks
Weeks 1–5 · Situational ICP
Engagement 02Build Your Prospecting System
Situational ICP
Prospecting system
8 weeks
Weeks 1–5 Situational ICP · Weeks 6–8 prospecting system
Engagement 03Build Your Outbound EngineYou are here
Each engagement includes the work before it. Weeks 1–8 are the Situational ICP and the prospecting system; if those already exist, you start at week nine.Hover or tap any week to see what happens in it.
Week 1–2From Engagement 01
Read the market evidence
Customer reviews, job posts, community threads, competitor customers and existing alternatives, alongside your own call notes. We read what the market has already said about this problem before defining anything.
Your timeAround three hours. A kickoff session, then one working session on your best customers, your current ICP and the deals that went quiet.
Handed overA market evidence base separating what the evidence supports from what is still an assumption, with the source recorded against each.
Week 3From Engagement 01
Define the ICP and its triggers
Company fit, the outcome the buyer owns, the problem in the way and the workaround they use today — plus who feels it, who owns it and who could champion a change. In the same week we identify what could move the problem up the list.
Your timeAround two hours. One session to pressure-test the definition wherever the evidence and your experience disagree.
Handed overA Situational ICP with buying roles and champions named, plus buying triggers and the evidence criteria for judging each.
Week 4–5From Engagement 01
Derive the messaging pillars
What the buyer is trying to achieve, what they compare you against and what would delay a decision. Week 05 puts the draft in front of real buyers and corrects it where they disagree.
Your timeAround three hours. One session on the pillars, one on revisions after buyer feedback, plus a read-through before handover.
Handed overMessaging pillars tied to the buying situation, and the complete ICP & Messaging Playbook.
Week 6–7From Engagement 02
Set the criteria and discover accounts
We turn the Situational ICP and buying triggers into rules a system can apply, then use them to pull relevant companies from the data sources that suit your market and filter the poor matches out before they reach a list.
Your timeAround four hours across the two weeks.
Handed overDiscovery criteria, documented fit checks and a working company discovery process.
Week 8From Engagement 02
Monitor signals, prioritise, hand over
Buying triggers get monitored with corroboration rules, then fit, signals and context combine into a model that separates accounts ready for outreach from those needing investigation. Inbound is qualified against the same criteria.
Your timeAround two hours.
Handed overSignal monitoring, the prioritisation model, inbound qualification and the full documented system.
Week 9
Account research briefs
For each prioritised account we pull together company context, fit evidence, buying triggers and supporting signals — keeping what is verified separate from what is still an assumption worth checking before anyone makes contact.
Your timeAround two hours. One session on what a sender genuinely needs to know before writing.
Handed overThe account research brief format and a documented way to prepare for outreach.
Week 10
Messaging tied to the situation
We take the messaging pillars from the Situational ICP and connect them to the evidence for each account. A signal is a reason to research, not a licence to assume you know what the buyer is thinking.
Your timeAround two hours. One session reviewing drafts against accounts you know well enough to catch what is wrong.
Handed overAccount-specific messaging guidance connecting evidence, buyer problem and product value.
Week 11
Sequences and follow-up logic
The opening message establishes relevance; each follow-up adds context, develops the point or comes at the problem from another angle. We define the role of every touch, when to follow up, and when to stop.
Your timeAround two hours. One working session on the sequence logic, one on the drafts.
Handed overDocumented sequences with a stated purpose per touch, and rules for continuing or stopping.
Week 12
Conversations, the loop, handover
Pre-call research, discovery questions and qualification guidance, so the team walks in with context. Then the feedback loop: how replies, objections and call outcomes get captured and fed back into targeting and messaging.
Your timeAround three hours. One session on discovery and qualification, one walkthrough before handover.
Handed overConversation guides, the feedback loop, and the complete documented outbound engine.
You own the engine at the end of week twelve. The research briefs, the messaging guidance, the sequences, the conversation guides and the feedback loop are handed over in full — documented so the reasoning transfers, not just the templates. This is a build engagement: your team owns the sending and the conversations, which is the point. What you learn from doing it is what makes the loop work at all.
Is this you?
This is a build engagement, not outsourced campaign execution.
You will leave with a documented outbound process your team runs and improves. You will not leave with someone else sending your emails — and that is deliberate, because the replies are the research.
✓Start here if:
You know which accounts matter. Or you are willing to establish that first — this engagement includes the earlier foundations where they are missing.
Your outbound still starts from a template. You can send a lot of it. Very little of it gives the buyer a reason to read past the first line.
You are the only person who can sell this. Making that reasoning explicit is exactly the problem this solves.
You are about to hire into outbound. Your first hire needs a process to follow, not a founder to impersonate.
You want the learning to compound. Each campaign should start from what the last one taught you, not from the same assumptions.
×Start somewhere else if:
You want an outsourced SDR team. This is not a managed campaign service. The process gets built with you; the sending and the conversations stay with your team.
You want guaranteed meetings. Outcomes depend on the market, the offer, the evidence and the execution. What this guarantees is a process and the reasoning behind it.
You want a sequence template. A template starts with words. This starts with the account and the reason it is worth contacting. The words come last.
You have no reliable way to find accounts. That foundation can be built here, but outbound on top of weak targeting just makes the wrong conversations repeatable.
You will not be in the work. The sessions need the thinking only you have. Delegating them produces a noticeably thinner result.
The engagement
Build a motion your team can run without guessing.
Setup12 weeksResearch briefs and messaging, then sequences, then conversations and handover.
After thatOptionalFurther advisory support, scoped separately if you want help refining the motion.
ENGAGEMENT INVESTMENTStarts at $3,500
The scope depends on the number of accounts and channels involved, the current state of your prospecting system, and how much of the outbound process has to be designed from scratch rather than tidied up. We work with your existing tools where practical — the aim is a system your team owns, not another stack of subscriptions to maintain.
Situational ICP and prospecting foundations, where those are not already in place
Account-specific research briefs and a documented way to prepare for outreach
Messaging pillars and account-level messaging guidance
Outbound sequences with follow-up logic and stop rules
Pre-call research and preparation
Discovery and qualification guides
A feedback loop and documented handover
This is a build engagement, not outsourced campaign execution. Your team owns sending and ongoing campaign operations. Everything above is handed over as a documented outbound engine your team can run, learn from and improve.
Questions
Before you book an Outbound Review.
The questions that come up most often. If yours is missing, bring it to the call.
Do I need Engagement 01 and 02 first?
The outbound engine relies on a clear Situational ICP and a reliable way to identify relevant accounts. This engagement includes those foundations where they are needed. If your existing work already covers them we start from what is in place, and the engagement is shorter for it.
Will you write the outbound messages?
Yes. The scope includes messaging guidance, account-specific approaches, sequences and follow-ups. The work is grounded in your ICP, the account evidence and your messaging pillars — not a generic template library with your product name dropped in.
Will you send the campaigns for us?
No. This is not an outsourced SDR service or a managed campaign agency. I build the process and work with you until it is usable. Your team owns the sending, the campaign operations and the conversations — because what you learn from doing it is the entire point of the feedback loop.
How is this different from buying an outbound sequence template?
A template begins with words. This begins with the account and the reason it may be worth contacting; the sequence follows from that. Your team also gets the research and decision rules needed to adapt the message when the situation differs, which is the part a template cannot give you.
What if our founder is the only person who knows how to sell the product?
That is a good reason to make the process explicit rather than a problem with it. We document what has to be understood before outreach, how to connect the product to the buyer’s situation, and how to qualify a conversation. The goal is to transfer the reasoning, not to ask someone to imitate your personality.
Does this guarantee meetings or pipeline?
No, and be wary of anyone who says otherwise. The engagement builds the process and materials your team uses to run outbound consistently. Outcomes still depend on the market, the offer, the account evidence, the execution and how buyers respond. The feedback loop is there so you learn and adjust rather than assume the first approach works everywhere.
Do we need to change our current tools?
Not necessarily. We start by understanding what you already use and what the process actually needs. Additional tools are considered only where they solve a real problem, and weighed against the budget.
What happens after the engine is built?
Your team runs it and learns from the market. The documentation and the feedback loop are what let you improve it without me. If you want help refining the motion later, that can be scoped separately — but the engagement is built to finish, not to roll on.
Outbound Review
Bring whatever list you have. Leave knowing which accounts to start with.
A Sales Navigator search, an Apollo or Clay export, or a spreadsheet you started and never finished. We take a few accounts from it and work through what the public evidence actually says about each one.
Which ones to start withBy the end you will know which accounts to work this week, which to look at again later, and which to drop.
What to look for next timeThe checks that separate the first group from the last, and where the evidence was sitting.
Why the last attempt went quietIf you have sent anything already, whether it missed on the account, the timing or the message.
Claude Code
Clay
Apify
Trigify
Notion
Common Room
RB2B
Humantic AI
Lemlist
Instantly
HeyReach
HubSpot
Attio
Slack