Outreach that starts when a buyer has a reason to talk
Cold lists and the same message to everyone get ignored. This workflow watches for signs a business might need you now, confirms the right person, writes from what's actually happening there, and sends every reply to the CRM.
- Kind
- Workflow
- Service
- Go-to-market
- Tools
- 6 connected
- Lands in
- Your CRM
Outreach goes out when it suits you, not when it suits them.
The problem. A list is bought, a template is written and the same email goes to hundreds of people. Most aren't looking, the few who are get nothing relevant, and the replies that do come in get lost in someone's inbox.
The solution. We watch for signals that a business may need you now, such as a new person in the role that buys from you. We check it's a company you want and isn't already talking to you, and confirm the person who owns the problem. AI drafts an opening about their situation, a person approves it, and a short sequence goes out from your own mailbox. Every reply lands in the CRM.
What we used
Signals in, one person approving, replies in the CRM.
- ClayWatches the companies on your list for signals, such as a job change or a visit to your website, and finds the right contact.
- FreckleResearches the company and the person from a coding agent, and confirms the contact details before anything is sent.
- ClaudeDrafts an opening line from the signal itself. A person reads and edits every one.
- LinkedInWhere the salesperson connects first, so the email isn't the first time they've seen the name.
- Microsoft 365Sends a short sequence from the salesperson's own mailbox, a few a day, with an easy way to opt out. Limited companies only: sole traders need consent first.
- CRMStops the sequence when someone replies and puts the reply in front of the owner.
How a signal becomes a booked call
Follow one company from a job advert to a meeting.
- 01Clay
Spot the signal
Clay picks up that the company has a new Head of Engineering. A new person in the role is the moment suppliers get reviewed.
Signal - 02ClayCRM
Check fit and timing
The company is checked against the customers you want, and against the CRM, so nobody contacts an open deal or an existing customer.
FitIn the CRMAlready talkingThe signal goes to the account owner instead - 03ClayFreckle
Confirm the right person
The new Head of Engineering owns the problem. Their details are confirmed and the email checked before anything is sent.
ContactEmail - 04Claude
Write from the signal
Claude drafts an opening about the new role and what usually comes with it. A salesperson reads it, changes what they'd say differently and approves it.
Opening - 05LinkedInMicrosoft 365
Reach out, lightly
A connection on LinkedIn, then three short emails over two weeks from the salesperson's own mailbox. Every email says who it's from and carries an easy way to opt out.
- Day 1Connect on LinkedIn
- Day 2The new role, and one question
- Day 6A short example
- Day 13Close the loop
- 06CRM
Hand the reply to a person
A reply stops the sequence straight away and lands with the owner, with the whole story on the record.
ReplyNo replyLeft alone for 90 days, then checked for new signals
Harbour Lane Foods
On your target list
- Sector
- Food manufacturing
- Signal
- New Head of Engineering, 3 weeks in
- Fit
- Strong
- In the CRM
- No open deal
- Contact
- Dan Okafor, Head of Engineering
- Verified
- Opening
- Congratulations on the new role…
- Reply
- Interested, call booked
Every company contacted for a reason, and every reply in the CRM.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
73%
of B2B buyers actively avoid suppliers who send irrelevant outreach ¹
61%
of B2B buyers prefer a buying experience with no sales rep ¹