The outbound engine begins with a precise, data-driven Ideal Customer Profile.

Inputs typically include:

- Onboarding form capturing firmographics, commercial model, negative ICP, and ideal traits

- SDR & CSM interviews providing front-line insight into persona behavior and objections

- Closed-won analysis identifying firmographic/technographic patterns, triggers, and indicators of long-term success

The output is an operational ICP expressed as repeatable rules and filters usable across Apollo, Sales Navigator, Clay, and scoring systems.

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A complete market is created using multiple data sources rather than ad hoc lists.

Primary TAM sources:

- Apollo & Sales Navigator → firmographic foundation

- Ocean.io & DiscoLike → lookalike expansion

- Apify & EasyScraper → niche and long-tail account capture

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Clay processing workflow:
Dedupe → Filter → Normalize → Qualify → Segment

This produces a unified, accurate TAM that supports scalable and consistent outbound execution.

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Once the TAM is established, each account is enriched with structured intelligence.

Research layers include:

- Firmographics: sub-industry, headcount, locations, funding stage

- Technographics: tools used, competitor products, integration potential

- Fit signals: SOC2 compliance, hiring patterns, leadership changes, funding events

- Custom research points: business model, operational complexity, vertical nuances

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Signal-tracking tools:

- Trigify → social engagement

- LoneScale → champion and organizational movement

- Warmly → website visitor deanonymization

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Accounts are tiered based on fit, intent, and signal strength.

Typical structure:

- Tier 1: High-fit accounts with strong signals → manual sequences, phone-first outreach, and deep personalization

- Tier 2: ICP-fit accounts with moderate signals → multichannel email + LinkedIn workflows

- Tier 3: Low-signal but relevant accounts → automated outbound sequences

Scoring ensures outbound effort is allocated proportionally to account potential.

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The next step involves mapping the full buying committee inside each target account.

Tools commonly used:

- Findymail → primary email discovery and verification

- BetterContact → direct-dial enrichment through waterfall logic

The goal is complete role-based coverage across executive, operations, technical, finance, and end-user personas to support multi-threaded outbound.

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Messaging is tested systematically until a consistently converting narrative emerges.

Testing variables include:

- Openers

- Value propositions

- Problem statements

- Social proof

- Personalization angles

- Offers and CTAs

Execution typically occurs through:

- Instantly → email A/B testing and sequence optimization

- HeyReach → LinkedIn messaging and touchpoint validation

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After positive intent, proven messaging, and stable deliverability are established, the outbound system expands through:

- Additional SDR capacity

- Adjacent persona groups

- New data sources for TAM expansion

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