Outbound, in practice.
Field notes and playbooks from the work — deliverability, targeting, messaging, and the economics of pipeline.
Latest posts
Cold Email That Gets Replies: A Field Guide to Subject Lines, Openers, and the One-CTA Rule
A tactical breakdown of cold email that earns replies: subject lines, first lines, the one-CTA rule, personalization at scale, and what to cut.
Appointment SettingThe Appointment-Setting Playbook: Qualify Hard, Book Clean, Hand Off Warm
A practitioner's playbook for appointment setting: pre-book qualification, cutting no-shows, pre-meeting briefs, reschedule handling, and clean closer handoffs.
StrategyThe Compounding Cadence: How to Combine Email, LinkedIn, and Phone Without Wearing Out Your Welcome
A practical framework for building a multi-channel outbound sequence — with touch counts, timing, and clear channel roles that lift reply rates without annoying prospects.
DeliverabilityThe B2B Cold Email Deliverability Playbook: From Domains to Inbox Placement
A practical, end-to-end guide to fixing cold email deliverability — domain setup, warm-up, SPF/DKIM/DMARC, list hygiene, sending volume, and inbox monitoring.
StrategyThe ICP That Actually Converts: Reverse-Engineering From Closed-Won
A practitioner's guide to building an ideal customer profile from closed-won data, layering intent and trigger signals, and tightening it every quarter.
TargetingBuying Signals That Actually Convert: A Practitioner's Guide to Intent-Based Targeting
A hands-on guide to the buying signals that identify in-market accounts, where to source them, and how to turn each signal into a booked meeting.
PlaybookIn-House vs Outsourced SDRs: The Fully-Loaded Math on Cost, Ramp, and Risk
A line-item cost comparison of building an in-house SDR team versus outsourcing, plus ramp timelines, hidden risks, and a decision framework for when each model wins.
MetricsThe Outbound Metrics That Actually Matter — and the Vanity Numbers to Cut
Reply rate, show rate, pipeline sourced, cost per meeting: the outbound metrics that predict revenue, plus the vanity numbers to cut from your dashboard.
StrategyDemand Generation vs. Lead Generation: When to Use Each and How to Run Both
Demand gen and lead gen are not synonyms. Here's the real difference, when each wins, and how to run them as one B2B go-to-market motion.
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