We've ALL made every GTM mistake in the book I’m sure you noticed it is never about the tech itself it's getting people actually to use them And we learned this the hard way… → change management matters more than the system itself → not everything needs to be automated → bad data is way more expensive than you think → outbound without relevance is just noise → partnerships need as much system as the sales team (this team is often swept under the rug) .. a few tips that can go a long way 👐 DM me if your team needs some expert guidance, hands-on execution | 68 comments on LinkedIn

These 3 changes to our cold email copy 5x’d demos booked last week. OLD VERSION: Subj: $18 per lead is a lot Body: You’re paying ~$18 per lead or more on Meta right now. And, some more if they don’t convert for the first time. Meanwhile, your ESP is only able to identify 15% of this traffic, which means more visitors stay anonymous. Retention.com helps you identify these high-intent anonymous visitors, so you can bring them back to buy without pouring more money into remarketing. Right now, we’re letting a few brands test it: Get your first 10,000 leads for free ($1k value). No commitment required. Just see if it works. Thoughts? NEW VERSION: Subj: 10k leads on us Subhead: (not kidding) Body: Retention (dot) com identifies your anonymous website traffic and gives you email addresses of people who don’t fill out a form. We’ll give you your first 10,000 email addresses free, then it’s just 10c per email. No contract, cancel anytime. Want me to send a video of how it works? THE CHANGES WE MADE: CHANGE #1 - 1 IDEA PER EMAIL - The old version talked about price per lead, ESP resolution rate, and - The new version talks about what we do and that’s it CHANGE #2 - KILLER SUBJECT LINE - The old version is definitely NOT the “punchiest” way we could be describing ourselves - The new version is closer to a “I’ll stop scrolling and click through” subject line - it’s just a crazy offer CHANGE #3 - CLEAR AND CONCISE - The old version does not express the clearest essence of our pitch in as few words as possible - The new version punches you in the face with the “so what” and “prove it” tests - New version is also more conversational, which I like TAKEAWAY Cold email is hard. Writing great copy for cold email is even harder. When you sit down to write your next outbound email, remember: 1. One idea per email 2. Clear and concise 3. Seek out a $100m offer Did I miss anything? | 43 comments on LinkedIn

Are you trying to jump into GTME? Here's my top #3 advices: 1) Your network + media brand is probably your #1 asset ever and you can actively work to develop it Even if you are the best GTM Operator in the world, if you can only get bad clients, you get bad results and it's a race to the bottom: > No budget to serve them > No clear offer, PMF, no brand awareness > No patience, impossible or misleading expectations Everything leads to low self-esteem when it's clearly not your fault. How can you develop your network: > Golf > LinkedIn > Paid community > VCs and events / communities > Strong lead magnets on top 100 list 2) FOCUS Pick one thing and go all-in. You chose GTME? Cool. Stay there. Forget about AI agents, Hubspot, AI agencies, etc. Pick something hot that's already winning and build everything around it. 3) Allowing things to compound That's deeply connected to 2) When you choose 1 thing: > People remember you for that (positioning) > You will get better and better, referrals will start > Partnerships work because you are not offering everything > There are tools like the Clay Partner Ecosystem that will send you leads - What else would you add? | 36 comments on LinkedIn

Outbound isn't dead. AI raised the bar. 5 things that changed the most: 1. The bloat era is dead. • We went from 10 tools that don't communicate to 1-2 powerhouses tools. • Clay, Common Room and others merged multiple providers. • As a result less chaos & more efficiency. 2. Infrastructure became the bottleneck • Deliverability tanked. Sending from one inbox ain't working. • It's crucial to have great deliverability managment (Maildoso) • Now you need 10-20 inboxes minimum just to play the game. 3/ AI found its lane • It's terrible at relationship building (thank god). • It's 10x faster in research, insights and copywriting than humans. • Smart reps use AI like Substrata for speed & focus on relationship building. 4/ AI SDRs grew up • 2023: Overhyped garbage. 2026: Actually useful • Companies like AiSDR can outresearch most BDRs now. • Not replace them. Enhance them. It evolved into a copilot mode. 5/ "Human-in-the-loop" is a must. • AI can't run outbound efficiently. • But a team of GTM engineer + SDRs will do the job. • Someone needs to keep tools talking to each other & catch mistakes Average is dead. Great is the new table stakes. What's your take on outbound in 2026? | 92 comments on LinkedIn

This is the only cold email I answered in the last 12 months. Here's why it worked on me: 1. Subj line is prob weakest point, but I opened it because I know the guy (so do many others, he is good at going viral) 2. Pattern interrupt with the “Adam! Wasn’t quite sure…” 3. Knows I’m not testing Meta ads (prob b/c my meta ads library is so tiny) 4. Very specific - yet unspecific - social proof, emphasizing companies “like me” 5. Gains more credibility through the “run this playbook enough times” setup for the CTA 6. Nice use of the money-back guarantee in the CTA. If he’s hitting people actually doing influencer in B2B, I bet he’s doing pretty well with this email. Am I correct Kennan???? Did I miss anything in my analysis??? | 138 comments on LinkedIn

What if we run out of target accounts? What if we burn them?" (I hear this at least once a week.) And honestly? That’s the wrong fear. Your TAM doesn't run out. Here's why the "we'll burn through our list" excuse is bullshit: 1️⃣ Your market is gonna change New people join companies every quarter. Roles shift. Restructuring happens. Decision-makers rotate. The VP you pitched 6 months ago? They might be gone. The Director who ignored you? They just got promoted and now own a budget. And sometimes… You even change who you market to. Your TAM isn't static; it's constantly refreshing. Don’t think in snapshots; it’s a motion. ✌️ 2️⃣ Your service/product evolves You launch new services. You add new angles. You test different messaging. The more different teams I work with, the more I come to realize that most of them truly underestimate how much their GTM actually changes over time. You're not the same company you were 6 months ago, so why are you still pitching like you are? So if you're still worried about "burning through your TAM," here's a quick audit: → Have you tested 3+ messaging angles this quarter? → Have you revisited accounts from 6+ months ago with a new offer? → Have you scrapped your "perfect" pitch and tried something weird? No? Then you haven't run out of TAM. You've run out of experiments. 😂 (& if you need help running those experiments, you know where to find me 📲) | 69 comments on LinkedIn

What separates outbound that works from outbound that breaks? Three things. 1. STRATEGY ❌ Bad outbound: → Weak offer that sounds like everyone else → Too broad, no real ICP → Random messaging tests → Value saved for the call ✅ Good outbound: → Clear outbound-specific offer → ICP with buying pain → Defined positioning → Value delivered before meetings Your offer needs to work for cold contacts, not warm leads. How: Test your offer on 10 cold prospects before scaling. If they don't respond asking for more, your offer isn't strong enough. 2. SYSTEMS ❌ Bad outbound: → Poor inbox setup → Too many disconnected tools → No meeting metrics → Breaks when scaled ✅ Good outbound: → Strong deliverability infrastructure → Clean data → Clear metrics → Simple workflows → SDR and sales alignment You can't optimize what you can't measure. You can't scale what breaks at volume. How: Build infrastructure for 10,000+ daily sends from day one. Deliverability, domain rotation, reply handling. What works at 200 sends will kill you at 2,000. 3. EXECUTION ❌ Bad outbound: → Inconsistent volume → Burned inboxes → Replies with no intent → Meetings that go nowhere → No control over output ✅ Good outbound: → Consistent volume → Safe sending → Replies driven by the offer → Qualified meetings → Predictable pipeline Volume without quality is noise. Quality without volume is luck. Both need to work at scale. How: Track what qualifies as a real meeting. If your SDR and sales definitions don't match, your metrics are meaningless. ❌ Bad outbound tries to fix execution with better copy. ✅ Good outbound fixes strategy and systems first. Then executes at volume. Founders skip straight to execution and wonder why nothing sticks. We prove it works before you pay. 3-4 qualified meetings. You verify ICP fit. Apply for a pilot: https://bit.ly/C17Pilot Repost to help others fix their outbound. Follow Enzo Carasso 🧲 for infrastructure that scales. | 75 comments on LinkedIn

One of my clients texted me this picture of a post (actually an ad 😉) from my friend Hans and asked me if I agree with it. The answer is a definitive yes. I absolutely agree. Relevance and a high quality offer will ALWAYS beat personalization in terms of setting meetings and converting new opportunities. But they don't necessarily do the same thing. Relevance beats personalization in terms of generating legitimate interest in whatever it is that you're selling. This is why signal based outreach is so dang important vs. only completely cold outreach and high volumes (although this works too. Just varies by offer/company). Personalization definitely does help too, but it plays a different role. RELEVANT personalized lines make people feel heard and understood, which has a slight improvement on positive response rates. But more importantly, it helps from a deliverability perspective. It helps you bypass spam filters and land in the primary inbox more frequently when sending email campaigns. ESPs are using AI to determine whether you're a spammer or a legitimate sender. If you're reaching out to relevant buyers with relevant messaging, you are not a spammer. You're scaling your company through outbound sales. In fact, we're working a client that ONLY targets people using outlook as their ESP. If you know anything about cold outbound in 2026, you know that outlook is difficult to land in. But with a blend of personalization and relevant targeting, we're still seeing 9%, 6%, and 4% reply rates on multiple campaigns at scale. This is truly best-in-class. Shout-out to Mark Lim. So does relevance beat personalization? 100% yes. But you need both in order to maximize your success with outbound campaigns in 2026. | 29 comments on LinkedIn

Ads (!!) in Clay is happening. I'm really hyped about this product expansion 🔥 We are already seeing customers like Slack, Anthropic and Rippling hit 90%+ match rates against their paid ad audience on LinkedIn and 60%+ on Meta. This is 2-4x what they were getting before, which is a massive win for marketing teams. Even more, Clay can update audiences in real-time as new records come in. That means no more passing CSVs back and forth between systems. Update lists and suppress closed-won customers/CRM contacts automatically. Your ad campaigns are only as good as the people who see them. Now you can finally target the right accounts (the ones you actually care about!) and right titles across channels, without wasting money and time on the rest. Here's one example of a campaign you can run: 1. Setup website intent in Clay to deanonymize web traffic 2. Search in Find People for your ICP contacts 3. Enrich them to find their hashed advertising IDs using our ads ID waterfall 4. Create audiences in Ads to run ABM campaigns 5. Convert them deeper into the funnel where you can message them in a highly personalized way. If an account is cold, you show thought leadership and awareness ads. If they become aware, you start showing social proof / middle of funnel (think: webinars, case studies). If they are warm, you can try to convert them via leadgen ads and send direct to sales. All of this happens programmatically as engagement score goes up on an account. They get pushed by Clay to a different Ads audience and naturally start seeing different type of ads. Clay Ads is in open beta today for enterprise customers (check left sidebar of home page) and we are looking for feedback from marketers to make it best in class. Let us know if you want to try it. Learn more at clay.com/ads and register your interest in the beta here: https://lnkd.in/gfNbQ2Ku | 145 comments on LinkedIn

I think most people are wasting their LinkedIn outreach thinking of it like email instead of it's own channel. Here's the 3 strategies I'd do instead. I was speaking to James Winter about some suggestions I had for his portcos with Claude code and such and I brought up how one of their portcos wanted to sync LinkedIn outreach with email. "We think if we email them twice, we should move over to LinkedIn." In my opinion, that's a waste of the channel. LinkedIn outreach (especially using voice notes) 99/100 times has higher reply rates than cold email but lacks the ability to scale without fake accounts. If you only had 25-50 connection requests to send per day, why would you use the same strategy of email where the channel scales linearly. When you're doing LinkedIn outreach, I'd focus on these things first. 1) Use a tool like Trigify.io or some Rapid API endpoints to find your ICP engaging and connecting with customers you have permission to name drop. Find everyone engaging with your customer's employees posts and their company page. Don't say, "I saw you engaging with my customer's post" but instead send your regular message you usually would but leave a custom variable in your social proof line of your message to reference that customer. Instead of sending a message saying, "We help companies like {{company they have never heard of}}...." you can name drop that customer case study who they will of course know. 2) Install every website deanonymization software on your site with a free trial. if they do contact lookup, clean them up and make sure they are ICP. If they do company lookup, use Clay or Prospeo.io to find contacts. Target people and companies with a high likelihood of being on your site. Again, don't mention anything about being on the site. Just reach out like you normally would and put a little delay on it. Track which tools give you the highest reply rates/success and pay for them. Probably a whole post can be dedicated on why I suggest you try them all for your niche but it's free, so trust me on this one. 3) Reach out to people showing intent about your solution/problem/they are doing research/etc by targeting people in your ICP engaging with posts on the topic (or your competitor's post....) Same strategy here, just going a little bit more broad and using the last amount of capacity you'll have because of the limits of reaching out from 1 account. So instead of thinking about LinkedIn as an extension of email, remember you only get so many shots on goal and the reply rates are so much higher on LinkedIn. Use them to reach out to some of your hottest leads. | 22 comments on LinkedIn

$3.42 to find 49k Instagram profiles including their emails and some light ICP building ready to go? Let's break it down. Scraping Instagram is notoriously difficult but so many people want to target creators/contacts that really aren't on LinkedIn (thank goodness the LinkedIn engineers aren't as good at blocking scraping as Instagram). So we have to go to our favorite scraping partner on the internet. Hey there Google! Google has built you a search scraper that everyone company must let it in in order to be discovered. In this process, we used OpenWeb Ninja's google search api to do it. Let's try to break this down. Google scraping is great but you can only get a subset of searches at a time. So if you want a ton of contacts, you're going to have to run lots of different searches programmatically. For this search we were targeting CEOs, authors, founders, etc. Not necessarily professional content creators. I had Claude code build me searches for every state, every city, and then 200 keyword searches to pair with each base keyword. We would scrape Google searches where the search would be site:instagram.com "founder" AND "@" AND "Los Angeles" AND "Finance" vs. site:instagram.com "founder" AND "@" AND "Los Angeles" AND "MedSpa" (the @ is to have the highest chance that someone has an email in their bio!) If we only search for site:instagram.com "founder" no way we get the whole search. Then Claude code ran with the OpenWeb Ninja API and completed the searches for me while deduping in the process. Going to throw it in Clay to orchestrate some final mile Apify enrichment and email validation before launching the campaign! | 20 comments on LinkedIn

Most people start with Layer 3 (see the graphic below). They obsess over subject lines and personalization before they've even built an offer that works cold. That's backwards. There are 3 layers to outbound: → Layer 1: Outbound Strategy ICP definition, offer design, and positioning. If your offer doesn't deliver value density before the meeting, no execution will save you. If your ICP is too broad, you'll burn volume on people who'll never buy. This is where differentiation happens. Most people skip it because it's hard. → Layer 2: Outbound Marketing Plan Targeting rules, list-building logic, and channel mix. This is where strategy turns into structure. Segmentation by use case. Measurement frameworks. Qualification criteria. Without this, you're guessing at scale. → Layer 3: Execution & Scale Cold email sending, SDR workflows, and follow-up sequences. This is where everyone starts. That's why most outbound campaigns plateau early and can't scale past low volume. The reason this order matters: Skip a layer, and the next one fails. Skip Layer 1 → weak offer gets exposed at volume Skip Layer 2 → execution breaks when you try to scale Start at Layer 3 → polite declines, forever Outbound works when you treat it like engineering, not marketing. Ready to test this? Manufacturer or professional services company doing $2M–$3M+ with an LTV above $7K? Book a pilot. We'll get you 3-4 qualified meetings before you pay anything. Apply here: https://bit.ly/C17Pilot Repost this to help founders stop optimizing the wrong layer first. Follow Enzo Carasso 🧲 for more on outbound engineering, offer design, and controllable pipeline. | 104 comments on LinkedIn

The most dangerous and biggest BS lie in sales: “AI will fix our process.” It won’t unless the process is built for AI. Most teams don’t need more tools They need AI infrastructure with the inputs, signals, outputs, and systems that actually make AI useful. Here’s what a real AI-native sales engine looks like under the hood: AI Inputs → ICP, buyer context, triggers, tone AI Signals → stagnation, sentiment, leakage, engagement AI Outputs → personalization, timing, risk alerts, forecast checks AI Systems → outbound frameworks, coaching loops, pipeline intelligence When these pieces connect, AI stops being a writing assistant and starts being the operating system your revenue team runs on. Cleaner forecasts. Higher replies. Smarter coaching. Tighter pipeline visibility. DM me “AI” if you want to start working like a real SaaS Founder/CEO, using AI in the way it matters. If that’s you, then stop running your company like it’s 2022 and let’s implement a revenue machine together. 👉 Follow Alan Ruchtein for AI-native GTM systems that actually move revenue. | 76 comments on LinkedIn

I've always wondered what tools Ramp used for GTM. Turns out they use... Ramp? I saw an awesome post from Parth Gujare on X yesterday where he showed off some product screenshots of Ramp Revenue, the company's internal revenue orchestration tool. The product included signal aggregation, message drafting, data enrichment and more, all made specifically for the Ramp team. This particularly excites me because it harkens to the idea that GTM teams shouldn't be using out-of-the-box tools to get their work done. If a system isn't built completely custom for your company, it's probably not working as efficiently as it could be. For companies that don't have the internal resourcing to create their own GTM software, I've always felt that automation tools like Clay are their best bet. However, it's getting to the point where spinning up products like this doesn't take a 10 person engineering team, or really anybody technical. As the barrier to entry decreases for bespoke GTM tech, I think we'll see a lot more companies doing this. I've always felt that the Ramp GTM team is one of the best in the world, and now we know why after a look under the hood! Props to Parth for posting this, hopefully it inspires more people to take initiative over their company's stack 📚 | 28 comments on LinkedIn

Elon Musk bought X and implemented signal-based outreach to sell ads. And honestly, it’s not the worst play in the world: - The email looks human - It grabbed media from my post - They did some filtering to see I talk about business - They mention “testing” paid ads (lower-risk) - They emphasize the “free hands-on support” I’m sure there are ways they’re identifying business owners and automating a lot of the tedious work to set this up, but the end product still really isn’t bad. This is your signal that no matter how big your company, using the right signals for outreach likely isn’t a bad idea. | 34 comments on LinkedIn

Scale doesn’t break outbound. It reveals what was broken already. Most systems were never built to handle volume. You scale up, cracks appear, and you're back to manually fixing every piece instead of running an engine. Here's how to build outbound that survives scale: 1/ Account Sourcing Decide exactly which accounts you will and will not target. Most outbound fails because you're contacting people who will never buy. → Build ICP rules using firmographics and economics → Reuse the same account set instead of rotating lists → Precision at sourcing prevents waste at every step after 2/ Outbound Distribution Your message has to reach the market. Perfect targeting and a strong offer mean nothing if emails don't land. → Run high-volume sequences that maintain deliverability at scale → Keep in mind that infrastructure often breaks here first when you grow 3/ Offer-Led Framing Give them a concrete reason to respond. Precision without a superior offer leads to commoditization. → Anchor to a specific revenue problem, cost issue, or operational constraint → This is where most companies stall out 4/ Segmentation by Use Case Different buyers have different triggers. → Segment by use case and buying trigger, not persona or industry labels → One size fits all kills response rates at scale 5/ Content Reinforcement Support material validates your outbound claims. → Use case studies, teardowns, and proof points to reinforce credibility → Build a library of resources that moves deals forward 6/ Live Feedback Loops Most operators run outbound blind and wonder why results plateau. → Review replies weekly and tag patterns → Rebuild offers when data shows you're losing on value, not targeting 7/ Pre-Meeting Value Earn the meeting before discovery happens. → Deliver insight before a call is booked → The offer delivers something concrete before the first call 8/ Qualification Rules Reject meetings that fail firmographic fit, use case, or economic criteria. → If you book meetings with people who can't buy, you waste sales capacity → Qualification helps protect your time and close rates 9/ Back to Account Sourcing The flywheel repeats. Wins and losses feed back into targeting rules, offer design, and segmentation. Most outbound is built like a list of tactics. This is how you build it like an engine. Want to see it in action? We'll run a pilot campaign, book 3-4 qualified meetings, and prove the system works before you pay a dollar. Apply here: https://bit.ly/C17Pilot Repost if you're rebuilding your outbound system from scratch. Follow Enzo Carasso 🧲 for practical systems to scale your business with outbound. | 48 comments on LinkedIn

Half your lead list is just… missing (Not people, but missing emails you can actually send to) And that’s where most outbound motions quietly die… Because the typical loop looks like this: run one provider → blanks…run another → “valid” emails that still bounce clean the CRM → patch the list → repeat …and somehow we call that building pipeline 🫠 This is why i think Clay waterfalls + Icypeas is such a good combo Icypeas is built in a way that GTM teams actually use: Full Name + Company Domain → verified work email Then Clay does what it’s best at: waterfall across multiple providers until you get a real hit ... instead of betting your whole campaign on one provider. The setup is simple : Select Icypeas account → Clay-managed or your own API key Map inputs → Name + Domain (optional catch-all) Enable auto-update → refresh every 24h (less stale data) Add a condition → run only if email is blank (credit-efficient) Waterfall = higher coverage without extra tabs Verification = fewer bounces / healthier deliverability Auto-update = less stale data when titles change fast Conditional runs = you don’t pay twice for the same row Net result..more filled rows…Cleaner lists…Fewer bounces. ✌️ and reps start outreach with data that actually holds up. | 50 comments on LinkedIn

Outbound decisions are usually made with the same few words They show up long before emails go out While teams are planning, forecasting, and prioritizing These are the words that quietly guide where time goes What gets attention And what moves forward 👇A reminder of the GTM language behind those everyday conversations P.S. Might be worth saving as a quick memory refresh for later | 68 comments on LinkedIn

Bad deliverability will kill your outbound before your offer ever gets read. But everyone blames the copy. I've sent millions of cold emails. Here are the 7 deliverability mistakes that destroy campaigns: 1/ Using a Single Domain for Outbound → Running outbound from one domain concentrates all risk in one place. → If you seriously want to scale you need at least 100 domains. 2/ Sending Too Much From Each Inbox → High send counts create abnormal patterns that trigger filtering. → Cap daily sends at 15-20 emails per day and to never go above 30. 3/ Treating Warm-Up as a One-Time Step → Inbox reputation is shaped by ongoing behavior, not initial setup. → Maintain consistent sending for 2-3 weeks minimum and avoid pauses that reset trust signals. 4/ Scaling an Offer That Doesn't Get Replies → Low engagement trains filters to deprioritize your emails. → If nobody's replying, pause scaling and adjust your offer before touching infrastructure. 5/ Using Opens as a Performance Signal → Opens do not indicate intent. → Track replies and interactions at the inbox level and remove inboxes with sustained low engagement. 6/ Adding Infrastructure Before It's Required → Complex setups delay feedback instead of improving performance. → Add complexity only when manual limits are reached. 7/ Treating Deliverability as a Solved Problem → Inbox health degrades over time. → Rotate domains proactively and adjust volume based on engagement trends. Outbound isn't about clever subject lines. It's about engineering systems that survive scale. If you're doing $2M-$3M+ in revenue and want to see how we engineer outbound pipelines that actually deliver, apply for our pilot campaign. We'll book 3-4 qualified meetings in your calendar. You verify ICP fit. If they're good, we talk. Apply for a pilot campaign at https://bit.ly/C17Pilot Repost if you believe infrastructure beats tactics. Follow Enzo Carasso 🧲 for outbound engineering at scale. | 103 comments on LinkedIn

Here's how to automate 90% of your proposal generation with Clay and Google Slides: I made a video a few months ago where I used publicly available company info to auto-generate slide decks with Gamma. However, I had two small qualms with it- it was using zero first-party data, and the deck looked a little different every time. Luckily Akansh Gupta went ahead and fixed this for me with a v2. Here's what the table does: 1. Ingests a call transcript, and then enriches the person and company involved in the call 2. Uses the transcript to fill variables required by a Google Slides template we created 3. Sends the variables to a Google App Script, which duplicates our template proposal and fills it with the variable data 4. Voila, proposal complete! For anyone using Gong or other call recording software with a good API, I highly recommend giving a variant of this a try. Quick disclaimer- this was meant as an example table, it will likely look a bit different in practice as you'll want to use the webhook from the call recorder as the table source, not a "find people" integration! Quick video explainer below ⬇️