Michael S.

I had the pleasure to discuss with Florin Tatulea (Head of Sales Dev, Common Room) 7 things that are working in 2025 (lessons from building a 13 SDRs team): 1. Groundswell (Gather Internal Info) Before prospecting, reach out to ex-employees of a target account to get info about the company. When you have 2 pieces of information, attack the new account omnichannel using those 2 insider insights. 2. Volume is Dying How many emails did it take to get a meeting? 15 in 2015. 50 in 2020. 100 in 2022. 1000 in 2025. More volume is no longer sustainable. We need to flip the broken playbook we’ve been using for decades. 3. Automated vs Data Activated Automated outreach no longer works on its own. Divide your TAM into tiers and balance automation with human touch. Example: Named account → Slack notification to the AE, Tier A → Send to Outreach, Tier B → AI SDR 4. Leverage 1st Party Data for Prospecting Similar to point 1, but using proprietary data. Example: Closed/lost account insights, competitor renewal dates. Leverage those info on top of the sequences. 5. GTM and TAM Intelligence Most companies think their TAM is 10,000+ accounts. That’s rarely true. Look beyond Sales Nav filters using churn analysis, win/loss data, RevOps maturity, and you’ll find your real TAM is much smaller. 6. How the Math Works Old model: 10,000 accounts → 3 SDRs → $1-2K tech stack per SDR → $600+ cost per meeting. Average ACV: $10K New model (after real TAM analysis): 3000 accounts → 1 SDR → $500 tech stack → micro-lists + gift cards. Lower cost per meeting, higher win rate. Average ACV: $30K 7. Micro vs Large Volume Volume no longer works. You have to go deep. Instead of testing one message across a large TAM, test micro hyper-relevant lists with a gift card. You’ll see it’s possible to contact 25 people and book 1 meeting. Slides here:

What Works in GTM change every 6 months A BREAKTHROUGH after 50K in Ads spent (of my own 💰 ) I had the privilege to test this for my own GTM and for a client of mine I guess it is particularly interesting when you have a large TAM but where only a small percentage of companies are problem / solution aware. The perfect example is cybersecurity. The TAM is actually huge (every company needs cybersecurity) but only a very small fraction of companies are problem aware and feel the problem as urgent to buy something in a reasonable amount of time. And this basically kills the classical outbound sales process because you have a HUGE number of dials to convert 1 prospect into a meeting. And the conversions are even worse. The playbook? >Run (usually Meta) Ads and describe the audience in the copy >Ads promote lead magnets (about customer problems) >When you click on the ad you land in a LP with a form >When you leave the email you get a 7-100 days edu sequence >The content should be SO GOOD that you might be tempted to print your emails >The content should be against the ‘status quo’, better if with an ‘enemy’ In the thank you page a VSL with slots to book a call (assessment / strategy call / etc..) >In the lead magnet you should have a CTA to the same page, same in the footer of every email >Connect Clay to your newsletter provider >Every time someone subscribe push it into Clay >Enrich data and get all the possible people and company data >Filter out the ICP, enrich b2b data and send a notification to an AE >The AE engage the leads omnichannel 6-12 months to see results Quick wins with 1-1 engagement Long term demand generation thanks to content Outbound → Warm Outbond SDR → Educational Sequence GTME → Pick leads in ICP and engage Inbound → Outbound → Inbound A full-funnel that turns cold prospects into invoices

For the people who wants the INBOUND list: You’ve probably noticed many companies are posting about the Inbound conference. The good news is that we can easily get a list of all the companies and prospects attending the event by scraping social signals from LinkedIn. 1. Open Clay 2. Create a webhook 3. Add a "Find professional posts" table 4. Company filters: mention companies 5. Company domains or profile URLs: INBOUND(.)com 6. From each LinkedIn post URL, get the page URL 7. From the page URL, get the top decision-maker and filter for your ICP Basically, we need 3 tables: The first is a "Find professional posts" table. Select "Companies mention" and use Inbound as the mention. This will collect all LinkedIn posts mentioning the conference. From the post, extract the company’s LinkedIn URL. Enrich it and filter for your ICP (e.g., sales personas, >100 employees). Then send all results to a new table. The second table collects all company URLs. You can look up your CRM to disqualify existing pipeline and clients. Then activate the "Find people" option and get your ICP in a third table. From there, enrich emails, LinkedIn URLs, and phone numbers. The list runs on a recurring schedule, pulling new posts daily, and the whole process is automated. That’s it. It’s a scrappy way to get the full conference list without spending 30K. Flows and video here, enjoy! https://docs.google.com/document/d/11cg_BmKeF6IftGKb8iS6FdXcFg4hHmG_wZD18SjGANk/edit?tab=t.0

Just wanted to share something I’m building with a client that you can implement to kick off Q4 quickly and effectively: executive outreach (LinkedIn 1st connections). Especially if you’re working with mid to large market companies, the executive team likely has a big LinkedIn network, and there’s a huge difference between a message sent by a COO and one from a junior SDR. There are some challenges too:

Here’s how we are running this: 1) Download all LinkedIn connections of the executives. We just need name, surname, company name, and LinkedIn URL as inputs. 2) Create a Clay table and connect it to SFDC. Enrich the LinkedIn profile, get emails, geography, company size, and job title. Segment into tiers if needed. 3) Connect the CRM to Clay. Look up named accounts, clients, and open opportunities. Disqualify these contacts from campaigns. De-duplicate all LinkedIn URLs to ensure people are not contacted more than once. 3) Have executives record a couple of videos and use tools like Vidyard to create 1-to-many personalised videos where the executive starts the video by saying the name of the prospect. 4) Use Heyreach to connect the executives’ LinkedIn accounts safely and send personalised sequences to their 1st-degree LinkedIn connections. Then have one SDR manage all inboxes through Heyreach, set meetings, and cold call while saying they work with executive X.

CRM Cleaning Playbook with Clay

Enjoy!