Blog
What we learn building outbound and GTM systems.
Practice from our own work: choosing and testing signals, personalising on real data, and agents that draft while a person decides.
Signals and personalisation
Which data point makes a message relevant, how to test it and when to leave it out.
One data point beats twenty
Most outbound personalises on the same triggers as everyone else. The data point that works is usually one only your market has. Here is how we find and score it.
Adriaan · 3 min read
Test your signal on 30 websites first
We were about to build a campaign around sites blocking AI crawlers. Thirty websites and two small scripts later, we dropped the idea. What we learned about testing cheaply.
Wesley · 3 min read
Systems and choices
What we build, what an agent must never do, and when we drop a campaign.
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