Cold Outbound
This workflow defines your ICP, sources accounts from multiple providers, enriches and qualifies them in Clay, then launches personalized email and LinkedIn campaigns with real-time Slack notifications.
OutcomePipeline created from net-new accounts that match your ICP and meet qualification criteria.
OperationalTime to value: 3 to 4 weeks9 tools
How it flows
How it flows.
Build it, step by step
Build it, step by step.
01
Build the ICP model
Define the targeting framework before you source anything. Lock down firmographics, technographics, and intent signals so your list is already 80% qualified at the source.
- Industry, headcount, revenue, geography
- Tech stack and infrastructure signals (TheirStack, BuiltWith)
- Hiring activity, funding stage, website traffic
- Engagement signals: ad clicks, event attendance, content downloads
02
Pick campaign strategy
Choose volume-based, micro, or signal-based depending on your ICP size and signal availability. Volume targets broad segments. Micro targets sub-verticals or job titles. Signal targets high-intent plays like ABM lists or website visitors.
- Volume: broad ICP segments (industry, headcount)
- Micro: specific sub-vertical, job title, or pain point
- Signal: ABM list, website visitors, event attendees, ad engagement
03
Source and enrich accounts
Pull accounts from Apollo, Ocean.io, Sales Navigator, RB2B, and custom scrapers. Route everything into Clay, normalize fields, run qualification logic, and drop anything that doesn't pass.
- Sources: Apollo, Ocean.io, Discolike, Sales Navigator, StoreLeads, Apify, Octoparse, Serper, RB2B
- Aggregate into Clay for enrichment
- Normalize company name, domain, employee count, revenue
- Run ICP filter logic and remove non-qualified accounts
04
Source and segment contacts
For each qualified account, pull contacts by role. Segment into decision maker, champion, and user so you can tailor messaging and sequence timing.
- Decision Maker: VP, Director, Head of
- Champion: Manager, Lead, Specialist
- User: IC, Analyst, Coordinator
05
Write copy and personalization
Build positioning, offer, and personalization tokens. Create 3 to 5 variants per segment and A/B test them. Personalization can be company-level (industry, tech stack) or contact-level (role, recent activity).
- Positioning: what you do, who you serve
- Offer: demo, audit, resource, intro call
- Personalization layer: company name, tech stack, recent hire, funding round
- Create multiple variants and tag for A/B testing
06
Launch multi-channel outreach
Deploy sequences across email (Instantly) and LinkedIn (HeyReach). Apply daily send limits, configure inbox rotation, and sync all contact records and reply status back to HubSpot. Set up Slack alerts for every reply.
- Configure sending infrastructure: domain rotation, warm-up
- Daily sending limits: 50 emails per mailbox, 20 LinkedIn DMs per account
- Sync contact records, deal stages, reply status to HubSpot
- Slack notification for every reply: contact name, company, campaign, reply text
07
Track and iterate weekly
Report on reply rate, positive reply rate, meetings booked, and pipeline created. Review every week and adjust targeting, copy, segmentation, or signal filters based on what's converting.
- Metrics: reply rate, positive reply rate, meetings booked, pipeline created
- Review weekly by campaign and segment
- Adjust targeting, copy, segmentation, or signal filters
- Pause low-performers, double down on high-performers
The stack
The stack.
- Clay Enrichment and qualification logic
- Apollo Account and contact sourcing
- Ocean.io TAM and lookalike sourcing
- TheirStack Technographic signals
- RB2B Website visitor deanonymization
- Instantly Email sequence execution
- HeyReach LinkedIn DM automation
- HubSpot CRM sync and deal tracking
- Slack Reply and booking alerts
Related workflows
Related workflows.
Talk to us: Want this workflow run for you?
We wire it into your stack, then run it.
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