Modern Outbound Playbook

Real conversations and your deal history become one written definition of who to target.

• Gong call recordings and customer interviews give you the buyer's own words for the problem.
• Claude Code runs the market research: segments and personas.
• Closed won and closed lost deals in HubSpot are compared to find what separates buyers from non-buyers.
  • Website content, open roles and tech stack are checked on both sides
• The result is one ICP file in GitHub:
  • Titles by tier, plus titles you never sell to
  • Company size, industries and geography
  • Disqualifiers, competitors and current customers
• The ICP is reviewed each quarter against the last 90 days of results.

• Gong
• Claude Code
• HubSpot
• GitHub

Every company that fits, pulled from several sources, because no single database holds a whole market.

• Pull from DiscoLike, LinkedIn and Google Maps, since each one sees a different slice of the market.
• DiscoLike finds companies by what their websites say, and by similarity to your best customers.
• Google Maps covers local and owner-run businesses that list themselves there.
• Merge the sources and remove duplicates:
  • By domain first
  • Then by company name and state
  • Then by phone number
• Treat any single source's count as a floor for the market size.

• DiscoLike
• LinkedIn
• Google Maps

Who is in market now, grouped by the pain they share, plus the people you have already reached.

• Signals: RB2B names the companies visiting your site, and Apify and Teamfluence pull who engages on LinkedIn.
• Only recent events count as signals. Stale ones are dropped.
• Pain segments: Claude Code groups accounts by the problem they share, so each segment gets its own offer.
• First-party data: reactivate the people you have already reached:
  • Past campaigns in EmailBison
  • Old CRM leads in HubSpot
  • Your Beehiiv newsletter list
• Current customers and open deals are held out.
• Anyone already in a live campaign is removed, so no one gets two sequences at once.

• RB2B
• Apify
• Teamfluence
• Claude Code
• HubSpot
• EmailBison
• Beehiiv

Each account is checked against the ICP, then the right decision maker and a work email are found.

• Claude Code reads each company's own website, since vendor industry labels are noisy.
• Jev and OpenRouter check each account against the ICP file. Poor fits come out before any paid lookup.
• Pick the decision maker by company size:
  • Up to 50 people: owner, founder or CEO
  • 51 to 200: VP or director, plus the C-suite
  • 201 to 500: director, then VP, then C-suite
• The enrichment waterfall uses IcyPeas, Prospeo, LeadMagic and GetLeads. Each vendor only sees the contacts the ones before it missed.
• Apify and Serper fill gaps that vendor data misses, such as headcount and open roles.
• A contact that qualifies but can't be emailed yet stays on the list with a flag.

• Claude Code
• Jev
• OpenRouter
• IcyPeas
• Prospeo
• LeadMagic
• GetLeads
• Apify
• Serper

Every email is checked twice, by two different verifiers, before anything sends.

• MillionVerifier checks every address first, then BounceBan checks every address that passes.
• Sort each address by the result:
  • Valid: goes into the main campaign
  • Catch-all: kept only if BounceBan marks it deliverable, and sent from its own campaign so its results read separately
  • Invalid, disposable or unknown: removed
• An enrichment vendor's own check never counts as one of the two.
• Role addresses like info@ are never guessed. Only ones a company publishes are used.
• Addresses on self-hosted or regional mail servers get their own campaign, since they bounce more often.
• A campaign paused for two weeks or more is verified again before it resumes.

• MillionVerifier
• BounceBan

An offer for each segment, sent from warmed Google and Microsoft inboxes, with LinkedIn running alongside.

• Claude Code drafts an offer for each pain segment, opening with the words buyers used on your calls.
• Every sequence follows the same rules:
  • Two emails in total, with no breakup email
  • No link in the first email. It goes out as a reply once they engage.
  • Open tracking off
• Mail goes out through EmailBison from Google and Microsoft inboxes, each capped at 20 sends a day.
• Warmup stays on for every inbox, always.
• Each campaign is sized at 1,500 to 2,000 contacts, so its result is readable.
• HeyReach runs LinkedIn alongside email.

• Claude Code
• EmailBison
• Google
• Microsoft
• HeyReach

Every reply is read, labelled by intent and routed, and leads land in your CRM with a Slack alert.

• Replies from email and LinkedIn land in MasterInbox, where each one is labelled by intent.
• Route by label:
  • Interested: a reply or call task for the rep in HubSpot
  • Referral: the person they named is contacted next
  • Not now: a dated follow-up instead of a call today
  • Opt-out: suppressed at once
• Leads sync to HubSpot through OutboundSync, with the full thread attached.
• Slack alerts the team on every routed reply and every booked meeting.

• MasterInbox
• OutboundSync
• HubSpot
• Slack

Each week's results decide what gets paused, fixed or tested next.

• Every Monday, each EmailBison campaign is checked:
  • Bouncing over 3%: paused
  • At 2%: watched for the week
  • No interested replies in two weeks: new angles
  • Sending volume dropped: senders checked
• Each week, one segment gets 5 to 7 new versions to test.
• Each version changes one thing only: the subject, the first line or the offer.
• New versions are reviewed before they send.
• The winners feed the next offer, and you get a performance update every Friday.

• EmailBison