outbound

outbound

Covers the full outbound motion: ICP definition, lead sourcing, sequence design, deliverability, and CRM pipeline management. Built from lead-gen-engine patterns.

1) ICP (Ideal Customer Profile) definition

ICP = {
    "firmographic": {
        "company_size":   "10-200 employees",
        "industry":       ["SaaS", "eCommerce", "Agency"],
        "revenue_range":  "$1M-$50M ARR",
        "geography":      ["US", "CA", "UK", "AU"],
        "tech_stack":     ["Shopify", "HubSpot", "Salesforce"],  # technographic signals
    },
    "demographic": {
        "title":          ["Head of Marketing", "VP Growth", "Founder", "CMO"],
        "seniority":      ["Director", "VP", "C-Suite"],
        "department":     "Marketing or Growth",
    },
    "behavioural": {
        "intent_signals": ["hired growth role recently", "raised funding", "launched product"],
        "pain_signals":   ["low organic traffic", "high CAC", "content gaps"],
    },
    "negative":  {
        "exclude":        ["competitors", "agency clients", "students", "job seekers"],
    },
}

2) Lead scoring model

def score_lead(lead: dict) -> float:
    score = 0.0
    # Firmographic fit (0-40 pts)
    if lead.get("company_size") in range(10, 201):    score += 15
    if lead.get("industry") in ICP["firmographic"]["industry"]:  score += 15
    if lead.get("revenue"):                            score += 10
    # Role fit (0-30 pts)
    if any(t in lead.get("title","") for t in ICP["demographic"]["title"]):  score += 20
    if lead.get("seniority") in ICP["demographic"]["seniority"]:             score += 10
    # Intent signals (0-30 pts)
    if lead.get("recent_funding"):    score += 15
    if lead.get("recent_hire"):       score += 10
    if lead.get("tech_stack_match"):  score += 5
    return score  # > 60 = hot, 40-60 = warm, < 40 = cold

BUCKETS = {"hot": 60, "warm": 40, "cold": 0}

3) Cold email sequence structure

Sequence: 5-touch, 14-day window

Day 0  — Email 1: Hook + value prop (3 sentences max)
Day 2  — Email 2: Social proof / case study angle
Day 5  — Email 3: Pain-point reframe
Day 9  — Email 4: Objection pre-emption
Day 14 — Email 5: Breakup ("last email, no hard feelings")

Reply at any point → remove from sequence, route to human