TLDR End-to-end automated GTM playbook for B2B outreach covers research, ICP/TAM mapping, list building, messaging, and outbound execution at scale. It leverages AI analysis and diverse data sources (Apollo, Disco, online directories, Google Maps), plus a front-end offer and proven assets to drive cold email and LinkedIn campaigns with integrated sequencing and CRM tooling. Designed for larger teams with clear thresholds, it promotes a paid setup and fast, repeatable workflows, including post-call follow-ups, knowledge base updates, and cross-tool data flow.
Lay a solid GTM foundation before messaging
Begin with a strong research and development phase to create a trusted knowledge base for all outbound campaigns. Collect market information, define the ideal customer profile (ICP), and articulate the offer clearly. Use onboarding forms or self-drafted inputs to gather data, then analyze it with AI to shape your strategy. Establishing this foundation upfront makes subsequent messaging, list-building, and automation more accurate and scalable.
Map TAM and define ICP with AI-backed research
Use AI tools like GPT-3 (or equivalents) and alternative analyzers to generate a comprehensive market and company view. Map the Total Addressable Market (TAM) using data sources such as Disco and Apollo, noting which industries—like construction, logistics, and manufacturing—are most promising. Define your ICP by considering buying signals, tech stack compatibility, and key roles, then score accounts to prioritize outreach. This step ensures you target the right companies and prepare for effective prioritization in later steps.
Choose a focused segment and set up your data workspace
Start with one market segment to keep campaigns tight and controllable, then iterate. Centralize data in your project management and storage system (e.g., ClickUp and Airtable) and pull in data from multiple sources, including industry directories and niche databases. Use four main data sources plus directories to surface a broad yet relevant list of potential accounts. By validating what’s possible rather than chasing a perfect ICP upfront, you build a solid pipeline that scales as you learn.
Build a scalable outreach playbook with compelling offers
Develop three cold offers and craft messaging around a tightly qualified ICP, supported by strong sales assets like case studies and playbooks. Prioritize delivering value before a call, using front-end offers or low-barrier initiatives (e.g., a free welcome flow or a starter campaign) to reduce CAC. Create a framework of messaging angles, anchored in real pains and industry-specific insights, to guide copy and outreach scripts. This approach increases engagement by presenting tangible value upfront.
Assemble the outbound tech stack and align with CRM
Choose an automation backbone (e.g., a dedicated sequencer like Email Bison) and diversify ESPs to balance deliverability. Build your lists by scraping or exporting data from affordable sources (Apollo, Clay, etc.) and import them into your workflow. Integrate outreach with your CRM (HubSpot or Salesforce) and use scheduling tools like Calendly to lock in meetings. Centralize activity and attribution in a single workflow (Outbound Sync) to keep teams aligned and reduce missed follow-ups.
Qualify and enrich data to maximize ROI
Implement a two-step data flow: first qualify companies based on ICP criteria, then enrich contacts at those qualified accounts. Use tools like Lead Magic (and Crossfield as needed) to fill gaps while minimizing wasted credits. Place qualified ICPs front-and-center, and reserve backend enrichment for after qualification to improve targeting accuracy. This disciplined approach helps you build higher-quality lead lists that convert more reliably.
Execute, measure, and iterate in a closed-loop process
Kick off campaigns with immediate post-booking communications that share assets and warm prospects before calls. Record sales calls (e.g., with Fireflies) and store transcripts in a centralized knowledge base linked to R&D for rapid follow-ups. Maintain a continuous loop from prospecting to closing, with proactive reminders, nurturing channels, and post-meeting next steps. Regularly review performance, iterate on messaging and offers, and scale successful patterns across campaigns.
What is this GTM playbook about?
An end-to-end automated go-to-market playbook that covers research and development, list building, messaging, email infrastructure, and automated outbound execution to yield results from cold outreach and LinkedIn.
Who is the intended audience?
CROs, GTM teams, and sales teams who want to implement an automated GTM motion.
What is the foundation of the playbook?
A knowledge base or source of truth for outbound campaigns built during research and development.
How should a team start the process?
Collect general market information, define the ideal customers and offer, using a client onboarding form or by drafting it themselves.
What AI tools are recommended?
GPT-3 (referred to as '03') or Perplexity for AI-assisted market analysis, with data fed back to inform next steps.
How are TAM and ICP defined and mapped?
TAM is mapped with Disco and estimated via Apollo using minimum employee count and keywords; ICP is defined by traits, buying signals, tech stack, and target segments.
What data sources and databases are recommended for lists?
Local targeting via Google Maps; niche databases like Crunchbase, BuiltWith, Store Leads, Seamless, and Shovels; Apollo.io is the cheapest paid option; other tools may be used as needed.
How are lead lists built and validated?
Start with Apollo to build lists, using scraping tools (APIFY, Instant Data Scraper, Clay) as needed; identify best-fit personas with Apollo filters or Claude-generated keywords; begin with one segment and iterate.
What is the data workflow and project management approach?
Use ClickUp to store/manage data; centralize ICP data; iterate segmentation; import lists into the system; start with a single segment to stay focused.
What is the messaging strategy and asset plan?
Three cold offer types and five angles; use case studies, playbooks, and white papers; deliver value upfront with front-end offers and no-brainer options to build trust.
What is the outreach stack and automation setup?
Email Bison as the preferred sequencer; LinkedIn sequences via Hey Reach; Outbound Sync for attribution; Airtable as the central database; data flows into HubSpot/Salesforce.
What happens after a lead is generated and contacted?
Post-booking email with assets, sales calls are recorded (Fireflies) and transcribed to the knowledge base/CRM; proposals sent via EndoDoc; aim to schedule a meeting and follow up as needed.
What are the criteria for paid partnership eligibility?
B2B companies with at least $1M ARR, a 30-person team, or a TAM of 30,000+ prospects; otherwise the method may not apply.
What is the expected timeline to start campaigns?
Free cold email campaigns can be booked; pre-warmed inboxes within 48 hours; tests can start quickly and campaigns can be firing within about 45 days.
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