CSM @ Skale.so | B2B Business Dev Strategist & Founder at frontBrick

🌟 Business Developer | Revenue Growth | GTM+ AI | Former Goalkeeper 🧤

Stan Stojanovic

Great practical sessions on growth and marketing at unlockit conference here at Microsoft office in Belgrade ⚡️

Thanks a lot for sharing all the insights Ravish Agrawal, Enrique Hoyos and Vukasin Vukosavljevic 

Luka Dolic Stefan Savanovic

Founder @ frontBrick.io | Building Your Pipeline. Brick By Brick. | Architect of sophisticated pipeline generation strategies for ambitious B2B teams 🟢 | Founder @ unbooth.io

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We added one thing to our ABM campaign last month for one of our clients.
A human voice.
Here's what happened ↓

We were already running:
→ LinkedIn Ads to our ICP
→ Multi-channel sequences (email + LinkedIn)
People were engaging. Accepting invites. Replying here and there.
But a lot of them just went quiet after the first touch.
So we had an SDR start calling - but only the people who already engaged.
Not cold outreach. Warm follow-up.

They'd seen our ads. Accepted our invite. Maybe even replied once.
The call didn't feel random. It felt like a next step.
The piece that made it possible: BetterContact

We needed verified phone numbers at scale - and the accuracy was genuinely remarkable. No bad numbers, no wasted dials. Just real conversations with the right people.

February results:
→ 1,252 prospects in the funnel
→ 87 replies across channels
→ 51 interested leads and 65% - 70% converted to booked meetings

Calling a warm audience is a completely different game.
When someone already knows who you are, picking up the phone closes the gap faster than any sequence ever will.

If you're running ads and outreach but not following up by phone - you're leaving meetings on the table.

Founder @ Reachly • Clay Expert • Grow your pipeline using systemized outbound

Hey 👋🏼, I’m Thibault, the Founder of Reachly, a lead generation agency that uses best-in-class tech stack to power our clients' GTM motions.

I have over 9+ years of experience doing lead generation for Fortune 500 companies & startups I used to work at...

Before launching Reachly, I was also a top Leadgen seller on Fiverr (as a side hustle back in 2020) with over 200+ orders and 4.9-star reviews.

I started Reachly because most B2B companies face the same issues…

They want to empower their sales team with a steady stream of leads but face several roadblocks:

→ Poor quality of leads coming in through ads
→ Limited resources & time to dedicate to lead gen
→ The high cost of maintaining an internal lead generation team
→ The difficulty in finding reliable third-party providers that deliver quality

This often leads them to choose between:

→ High quality but low volumes
→ Low quality but high volumes

Instead with Reachly, you get high quality with good volumes at a great ROI.

We helped 50+ B2B Companies book >2500 calls over the last year and earn >$3 million in revenue through Multi-channel outreach.

We use best-in-class tools like Clay, Smartlead, HeyReach, Leadmagic, Trigify, etc.. so that you don't have to bear the cost while still getting the best results.

If you’re a business leader in a B2B company who does >$30k/month with products that have an LTV >$8k, we can help.

Want to learn more?
→ Send me a DM
→ Visit reachly.co
→ Email me at {firstname}@reachly.co 

Or you can book a call with me here:
https://www.reachly.co/contact-us#calendly

Cheers!

Thibault Garcia 🔸

Here’s my no-nonsense 2025 GTM tools list.

Just the tools that actually helped me this year.

I tried a lot of tools this year. (Probably too many, to be honest)

Reachly is still a small team, and tools like these help us stay that way.
They save time, cut small tasks, and let us focus on work that actually brings pipeline.

Here’s what made the cut:

↳ Clay for sourcing, cleaning, enriching… basically the brain of our whole workflow.

↳Zapmail.ai for easy & scalable domain infrastructure that doesn’t break overtime.

↳HeyReach.io for outreach on LinkedIn across multiple senders.

↳Smartlead for cold email sequencing at scale.

↳Icypeas for valid work email through their super fast API.

↳AI Ark for TAM research & lead scraping, which is saving us hours every week.

↳ Outreach Magic for seamless 24/7 live reporting and cross-filtering capacities across segments.

↳ Masterinbox.com for centralized inbox per client with, allowing us to keep track of all convs.

↳Sales Navigator for quick TAM or lead scrapping, because honestly it’s the best data available.

↳ Claude Code for custom scraping projects or in-house tools as well as client-specific builders. 

↳ n8n for custom-built GTM processes, only used for specific projects.

What’s in your S tier right now? Curious what everyone else is using.

I've spent way too much money on tools.

Tried 50+. Kept 16.

Some I dropped after a week. Some after 6 months. Some I still think about late at night wondering if I gave up too soon.

Here's what actually stayed in my stack:

Data & Enrichment
→ Icypeas: finds and verifies work emails
→ Clay: the brain of our enrichment (signals, real-time data, everything)
→ AI Ark: cleans messy lead data into something actually usable
→ BetterContact: when we need phone numbers, this delivers
→ Apify: scrapes websites at scale without breaking things

Outreach Execution
→ HeyReach.io: runs our LinkedIn outreach like clockwork
→ Smartlead: handles cold email across dozens of mailboxes
→ Outreach Magic: live campaign dashboards with cross-filtering
→ Zapmail.ai: backup email infra we can't live without

Automation
→n8n: connects everything with custom workflows (replaced Zapier for us)

Content & Ops → Canva: carousels, visuals, cheat sheets
→ MagicPost.in: speeds up LinkedIn content creation
→ Notion: where our SOPs and sanity live

Now about that "Tried" column…

All great tools. Seriously.

We just didn't click. Wrong integrations. Wrong timing.

P.S. Hubspot & Lemlist are still used in a lot of case-by-case scenario for clients

Breaking up with software is weird. You feel like you failed it somehow.

What's one tool you'd fight for that I'm missing?

"There are 500 outbound tools. Where do I even start?"

I run multichannel campaigns for 70+ clients.

Here's the exact stack I use.

Pick 1-2 per category. Don't overcomplicate it.

𝟭/ 𝗠𝗮𝗽 𝘆𝗼𝘂𝗿 𝗧𝗔𝗠
 • Start with Clay, AI Ark and/or Sales Nav.
 • Pick 1-2. Don't overcomplicate it.

𝟮/ 𝗘𝗻𝗿𝗶𝗰𝗵 𝗮𝗻𝗱 𝘃𝗲𝗿𝗶𝗳𝘆 𝗰𝗼𝗻𝘁𝗮𝗰𝘁𝘀
For finding emails, we use:
 • Icypeas

For verification:
 • MillionVerifier & ZeroBounce

For Phone numbers:
 • Use BetterContact

Pro tip: Run all of these inside Clay via API. One table does the work of all those tools.

𝟯/ 𝗕𝘂𝘆𝗶𝗻𝗴 𝘀𝗶𝗴𝗻𝗮𝗹𝘀. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝘀 𝗴𝗼𝗼𝗱 𝗳𝗿𝗼𝗺 𝗴𝗿𝗲𝗮𝘁. 𝗦𝗼𝗺𝗲 b𝘂𝘆𝗶𝗻𝗴 𝘀𝗶𝗴𝗻𝗮𝗹 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀

 • Trigify.io (tracks LinkedIn engagement)
 • RB2B (catches website visitors)
 • Crunchbase (tracks recent funding)

𝟰/ 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝗯𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝘀𝗲𝗻𝗱
Don't send the same message to everyone. Split by persona, industry, signal, and offer angle. Then write accordingly.

𝟱/ 𝗟𝗮𝘂𝗻𝗰𝗵 𝗺𝘂𝗹𝘁𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹
 • HeyReach.io for LinkedIn (we're certified experts, it's that good)
 • Smartlead for email (primary sender, reliable deliverability)

What's one tool you'd add?

I could tell you our outbound works.

Or, I could just show you.

Screenshots from real campaigns running for our clients right now. Not vanity metrics. Actual humans saying "yes, let's talk."

Here's what a typical month looks like: multi-channel sequences across email and LinkedIn, personalized at scale using Clay, replies that turn into booked meetings. Pipeline.

The exciting part is watching leads come in. The unsexy part is everything that happens before anyone sees your message. Most founders focus on the copy. The winners focus on infrastructure, because the best message in the world is useless if it never reaches the person you wrote it for.

If you're a B2B founder spending time on outreach instead of closing, we should talk.

𝗪𝗵𝗮𝘁'𝘀 𝘆𝗼𝘂𝗿 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗼𝘂𝘁𝗯𝗼𝘂𝗻𝗱 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄?

Reachly - 

Everyone's obsessing over AI writing their cold emails.

Meanwhile their domains are burned, mailboxes aren't rotated, and deliverability is tanking without them knowing.

The best cold email in the world means nothing if it lands in spam.

That's the part nobody wants to talk about. Because it's boring.

It's infrastructure management. Monitoring. Rotating senders before they go stale.

Pulling reports across 5 different tools just to understand what's working.

We used to do all of this manually.

Spreadsheets, daily checks, gut feeling.

Now we have AI agents handling all of it. No code. No external tools.

You just tell it what you need in plain words. It's like having a campaign ops person who never sleeps and never misses a signal

P.S. Smartlead has SmartAgents which does EXACTLY this. We've been running it for a few weeks now.

Worth a look 😉

I made an iceberg to show what I mean ↓

𝗠𝗼𝘀𝘁 𝗰𝗼𝗹𝗱 𝗲𝗺𝗮𝗶𝗹𝘀 𝗳𝗮𝗶𝗹 𝗯𝗲𝗳𝗼𝗿𝗲 𝗮 𝘀𝗶𝗻𝗴𝗹𝗲 𝘄𝗼𝗿𝗱 𝗶𝘀 𝘄𝗿𝗶𝘁𝘁𝗲𝗻.

Not because the copy is bad.

Because there's no system behind it.

No clear ICP. No signals. No real offer.

Just a generic pitch sent to 10,000 people and a prayer.

Here's what I'd do instead if I were starting my first outbound campaign today:

→ Build the system first, then write the emails.

𝗜 𝗽𝘂𝘁 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 𝗮 𝘀𝗶𝗺𝗽𝗹𝗲 𝗰𝗵𝗲𝗮𝘁 𝘀𝗵𝗲𝗲𝘁 𝘁𝗵𝗮𝘁 𝗰𝗼𝘃𝗲𝗿𝘀:

- The 6-point checklist before you hit send
- How to build an offer people actually reply to
- Where to find real buying signals
- How to write one strong opener (not five weak ones)

It's not theory. It's the exact framework we use at Reachly to book meetings for 30+ clients.

If you want us to build this entire system for you (signals, copy, infrastructure, everything), drop me a DM or book a call → link in comments.

In 2020, I ran one of the top lead gen gigs on Fiverr.

Hundreds of orders. Tight deadlines.

But it taught me what actually works:

→ Lots of leads without real targeting is just noise

→ Most people don't know what a good lead actually is

→ Speed matters, but getting it right matters more

→ Systems beat working hard every single time

I’d wake up to 5 new orders like:

“Need 100 leads by tomorrow.”

So I did the only thing that made sense:

I stopped relying on effort.
And started building repeatable systems.

Filters.
Checklists.
Data rules.
Quality control.

That foundation is what Reachly runs on today.

Funny thing is…
the boring work was the most valuable.

I'm probably late to say this.

But LinkedIn rewards personal brands way more than company pages, and the gap keeps getting wider.

Their own data says personal profiles get up to 20x more reach than business pages.

I spent too long pushing content through company pages before I figured this out.

The stuff that actually works?

Showing up as yourself and sharing what you've actually lived through.

The deals that went sideways.

The lessons you paid for.

The opinions you're still not 100% sure about.

I still mess this up. I'll write something too polished and it just sits there.

Then I post something rough and people respond.

Nobody wants impressive.

They want real.

I've seen leads spend $10K/month in tools, all wasted (getting 0 results) because of one thing…

No, it’s not the copy. 

It’s infrastructure.
(ok and some leads offer too, but that’s for another post) 

𝗜𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲: The boring, unsexy layer underneath everything.
I've audited 50+ outbound setups this year.

80% had the same problem.

Ok messaging. Great lists. Terrible deliverability.

They spend weeks perfecting their copy.

Then send it from a fresh inbox on their main domain with zero warmup.

And wonder why nobody replies.

Your copy doesn't matter if no one sees it.

Bad infra = sub 40% inbox placement.

Good infra = 95%+ and 6-15% reply rates. 

I broke down the full comparison in the graphic below.

Infrastructure is the unsexy thing that makes everything else work.

Save this if you're launching outbound soon.

♻️ Repost if your team needs to see it.

Most people think outbound is linear, but after sending millions of cold emails, I can definitely tell you…

It’s not linear.

Outbound isn’t:

Step 1: Build a list
Step 2: Send emails
Step 3: Follow up

That’s the old way of looking at it.

Modern outbound works as a coordinated system.

You map your TAM.
You enrich signals and score intent.
You find the right decision makers.
You track hiring, funding, tech changes.
You strengthen deliverability.
Then you go live.

And everything runs together.

Signals come in.
Scores update.
New triggers fire.
Sequences adjust.
LinkedIn touches align with email.
Replies shape the next move.

All connected.
All coordinated.

The graphic is just a snapshot.

Behind it is daily execution:

- Doubling down on what converts
- Improving inbox health
- Refining ICP
- Filtering noise

Consistent, signal-led work turning the right timing into real conversations and real pipeline.

If you’re working on upgrading outbound this year, happy to chat.

Send me a DM. 👋

Your cold email isn't working.

But you're probably fixing the wrong thing.

I've audited dozens of cold email setups.

Most people jump straight to rewriting their copy.

That's usually not the problem.

Here's the order to diagnose it:

𝟭. 𝗜𝘀 𝘆𝗼𝘂𝗿 𝗯𝗼𝘂𝗻𝗰𝗲 𝗿𝗮𝘁𝗲 𝘂𝗻𝗱𝗲𝗿 𝟯%?
→ No? Your list quality is bad. Verify every email before sending.

𝟮. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗶𝗻 𝗽𝗿𝗶𝗺𝗮𝗿𝘆 𝗶𝗻𝗯𝗼𝘅?
→ No? Check your infrastructure. SPF, DKIM, DMARC. Warm your domains 2-3 weeks before sending.

𝟯. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝟰𝟬-𝟲𝟬% 𝗼𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀?
→ No? Subject line problem. Under 5 words & lowercase. (Just track for 1 week).

𝟰. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝟯%+ 𝗿𝗲𝗽𝗹𝘆 𝗿𝗮𝘁𝗲𝘀?
→ No? Copy or relevance problem. Under 80 words. Lead with their problem.

𝟱. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝟭𝟬%+ 𝗿𝗲𝗽𝗹𝗶𝗲𝘀 𝗽𝗼𝘀𝗶𝘁𝗶𝘃𝗲?
→ No? Wrong people or wrong offer. Revisit both at separate time.

If you pass all 5, you're good.

Time to scale.

Most problems are in steps 1-2.

Not step 4.

Fix the foundation before you touch the copy.

Most outbound underperforms for one core reason, and many people still miss this today… 

The reason is simple: Timing.

You can have a strong ICP.
Solid copy.
Great targeting.

If nothing is happening inside the company, now might just be not the best time.

That’s why we track buying signals.

Signals show movement.
Movement creates opportunity.

Hiring → growth mode.
Funding → capital needs to be deployed.
Tech stack changes → active evaluation.
Website visits → research in progress.
News & PR → strategic shifts.
New in role → new decision-makers with fresh budgets.

These are some of the main signals we watch.

There are many others.
But these consistently indicate real momentum.

Signals turn outbound from guessing
into entering conversations at the right moment.

Right company.
Right person.
Right timing.

That’s how pipeline gets built.

This doesn’t mean that because of your signal all prospects will be in market for your services. 

But there’ll be a lot more chances that they are. 

If you’re improving outbound this year, start by tracking movement before sending volume.

Happy to share how we structure this at Reachly.

What happens when you combine signal-based targeting with multichannel outbound?

Not just cold email. Not just LinkedIn. Everything working together.

We've seen it play out the same way with almost every client.

Month 1: >benchmark reply %. You're reaching the right people at the right time, not random job titles on a spreadsheet.

Month 2: the replies change. Someone sees your email, then your LinkedIn message, then your comment on their post. They reply.

Month 3: reply rates stabilize. You know which channel works for which persona.

Month 4: pipeline becomes predictable. Email warms them up. LinkedIn builds familiarity. Calls close the gap.

Month 5: deals close faster. By the time you get on a call, they already know who you are.

Month 6: the whole system compounds. More data, better signals, tighter targeting across every channel.

Single-channel outbound is a coin flip.

Multichannel signal-based outbound is a system.

(Broke down the full 6-month curve in this infographic 👇)

Cold email is dead!

Yes... 

It's definitely dead if you, your team or the agency you're hiring writes email like this.

Sometimes, smaller teams just want less.

→ Less toggling
→ Less set-up
→ Less ‘go connect that tool to this one’

That’s why, when AI SDR buzz started over a year ago, I was really excited.

Then I saw that a lot of tools were smokescreen (you know who I’m referring to) and I didn’t really look into it for a while.

A week ago I came across a lkd post about FlashLabs.

It’s kind of like Lovable, but for GTM.

You give it an idea:

“SaaS companies in the US that raised last week + CRO LinkedIn profiles.”

It does exactly that.

No hallucination. No 5-step Zapier chain.

Now, I’m not saying this replaces anything.

Or that it’s the answer for every team.

(Definitely not for everyone.)

But for leaner teams,who don’t have the time or headcount to stitch together:

Clay + Smartlead + HeyReach + trigger campaigns, etc…

It might just be a nice shortcut.

As a team with only 1 SDR (who should be focused on 1-1 highly customised outreach) could use this on a weekly basis to:

 • get a list of companies who match a specific signal
 • find the most relevant decision maker
 • craft an opening message based on the use case
 • even create a custom landing page unique to that company

The list goes on…

I’ll definitely keeping my eyes on it and the space in 2026 given the crazy process of a lot of LLMs in the recent quarters.

Tell me, would you ever use an AI SDR to support your prospecting?

Most outbound teams are stuck in the same loop.

Replies are low, so they send more emails.

Deliverability drops, so they rewrite the copy. Replies are still low, so they send even more. It never ends.

The problem was never the email. It was who you're sending it to.

When you reach out to someone who just hired for the role your product supports, just raised a round, or just launched in a new market… you don't need to "fix" your copy.

The timing does the heavy lifting.

That's what signal-based outbound actually means.

You stop guessing and start reaching out when there's a real reason to.

We made this shift at Reachly about a year ago. Reply rates went from 𝗮𝘃. 𝟮% 𝘁𝗼 ~𝟲%+.

Same team, same tools, different targeting.

I broke down the full volume trap (and how to escape it) in the visual below 👇

If this sounds like your outbound right now, DM me or check us out at Reachly.co

Cold outreach isn't about writing messages.

That's 10% of the work.

The other 90% is everything that comes before you hit send.

Research. ICP definition. Value proposition. List building. Data enrichment. Signal tracking.

Most people skip straight to the inbox.

Then wonder why no one replies.

I've seen it hundreds of times.

"My emails aren't working."

So I ask: Who are you targeting? What signals are you tracking? How are you building your lists? What's your offer?

Usually they haven't thought about it yet. And that's totally fine. That's where the opportunity is.

The message is just the tip of the iceberg.

The real work happens before you write a single word.

Here's what that looks like in practice:
 • Defining your ICP down to the smallest detail
 • Finding 3-5 intent signals that show someone has a problem right now
 • Building lists from multiple data sources
 • Enriching and verifying every contact
 • Crafting an offer that makes people want to respond
 • Writing copy that sounds like you, not a robot

Then you hit send.

Once you nail the foundation, the replies start coming.

If you’re trying to build this kind of outbound foundation and not sure where to start, that’s literally what we do at Reachly.co

What would you add to this list?

taplio

The Battle

Stan Stojanovic

Thibault Garcia 🔸

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taplio

The Battle

Stan Stojanovic

Thibault Garcia 🔸

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Stan Stojanovic's LinkedIn Performance

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