I help B2B companies generate leads.

I've generated over $20M+ in pipeline and $2M+ in revenue for clients. 

Recently helped Alex Hormozi secure 11K leads for his $100M Series book launch, which was a fun project!

How do I do it?

I use data from over 100+ sources to create smart strategies that find the right prospects. 
This helps your sales team connect with people who are already looking for your solution.

I manage the full process: 
➡️ Building targeted lead lists 
➡️ Setting up & warming up inboxes 
➡️ Writing personalized emails and DMs 
➡️ Running and managing the entire campaign

We're constantly testing to find your sweet spot: 
➡️ OFFER-MARKET-FIT 
➡️ TARGET TESTING 
➡️ MESSAGE-MARKET-FIT
➡️ PRODUCT-UNTAPPED MARKET FIT

If you're a B2B company that wants more demos and sales calls, head over to https://www.c17.ai/ 
To see how it works.

Utkarsh Singh Rana

SmartAgents just killed “outbound ops” as a job description.
But not the people behind it.

It killed the manual part 
the repetitive work that slows down creativity and deal flow.

SmartAgents live inside Smartlead as trained AI operators that:
✅ Execute campaigns across email, LinkedIn, CRM, and analytics
✅ Optimize performance in real time
✅ Follow up intelligently and flag replies
✅ Enrich leads and sync data
✅ Learn and improve based on your patterns

They automate what no one loves doing
so humans can focus on strategy, messaging, and closing.

💡 Why this matters
Most GTM teams spend 70% of their time keeping systems running.
SmartAgents turn that effort into leverage.

Build agents using simple prompts - no-code, just “commands.”
Deploy across your team instantly.
Integrate with Hubspot, Pipedrive, HeyReach, Slack, Calendly, Airtable, and more.
Layer multiple agents like a modular workforce - each owning a distinct piece of your outbound engine.

I use one that spots underperforming campaigns.
It tracks reply rates over 30 days and pings me on Slack when something dips
so I can jump in before a problem becomes a pipeline issue.

Utkarsh  Rana 🧲

Head of GTMs @C17 Lab | GTM Systems for B2B Companies

My client research used to stop at “smart enough to present.”
Now it goes so deep my clients ask:
.
.

“Wait… how did you get inside our buyer’s head like this?”

When I do research for enterprise clients, I’ve always had this nagging feeling:
“This is good… but it’s not the full picture.”

I’d pull:
Site + content
ICP docs
Sales conversations
A few internal surveys


Useful. But still two inches deep on a problem that’s ten feet psychological.
So I changed how I work.

Instead of doing another round of manual digging, I messaged my 24/7 AI worker (FlashLabs SuperAgent) and sent it:

 My client’s onboarding form
 Context about their offer & buyer
 A couple rounds of feedback

Then I asked it for one thing:
“Give me an enterprise psychographic profile of their multifamily decision-makers - fears, desires, status games, and real decision triggers.”


The updated research it returned was an 
actual
 deep dive:
Role-specific psyche maps for Regional Managers, Directors, COOs, and Asset Managers
Their unconscious fears (job risk, reputation risk, being seen as outdated)
Their unspoken desires (status, career-defining wins, peer validation, genuine peace of mind)
The exact decision triggers that move them from “this is another vendor” to “I can defend this to the board”
Messaging do’s/don’ts based on loss aversion, social proof, and FOMO


This isn’t a persona slide.
It’s a psychological operating manual for how they actually buy.

The shift for me:

 “Do some research and hope it’s enough.”
 
 “Delegate a full psychographic research & briefing workflow to an AI worker, then refine.”

Same input (onboarding form).
But now my output for the client is:
Sharper positioning
Emotionally accurate messaging
Sales narratives that line up with how their buyers really think


If your work relies on understanding B2B buyers at a deep level, this is where things are heading:

 You message an AI worker.
 It does the deep research.
You focus on strategy and creativity.

I’m using FlashIntel’s SuperAgent for this:
https://lnkd.in/gnSG-ZW4

🚨 Multichannel outreach used to be a mess.

Not because LinkedIn + Email doesn’t work…
But because running both channels at the same time was basically a full-time job.

If you’ve ever tried scaling outbound across LinkedIn + email, you know the workflow:

Too many tabs.
Too many tools.
Too many automations held together with duct tape.

And the worst part?

Leads fall through the cracks every day.

Someone doesn’t reply on LinkedIn?
They never get the email follow-up.

Someone replies in email?
Your LinkedIn flow keeps running like nothing happened.

Your outreach becomes chaotic instead of consistent.

And suddenly your day looks like this:

→ “Did they accept my request?”
→ “Did we already email them?”
→ “Did Aimfox log this?”
→ “Did Smartlead send follow-up #2?”
→ “Did Zapier break again?”

Outbound wasn’t hard.

The workflow was.

That’s why Smartlead's new integration with Aimfox is a big deal.

Because now…

🚀 LinkedIn + Email is one single sequence inside Smartlead.

Powered by SmartAgents.

No switching tools.
No messy zaps.
No manual routing.

Just one continuous multichannel flow.

Here’s what’s insane:

✅ You can build LinkedIn + email touchpoints inside one campaign
✅ If someone doesn’t respond on LinkedIn → they automatically get routed into email follow-ups
✅ Everything stays aligned across both channels
✅ Your team runs outreach from one system, not five

This is what multichannel outreach was always supposed to feel like:

Clean.
Reliable.
Automated.
Scalable.

The real win?

No lead ever slips through the cracks.

Every prospect gets followed up.
Every touchpoint happens on time.
Every campaign runs like a machine.

Multichannel outreach isn’t “more tools.”

It’s one workflow.

And now Smartlead + Aimfox makes that real.

LinkedIn + Email without switching tools? Yes.
And it might be the easiest pipeline unlock I’ve seen in a while.

🔥 Multichannel outreach just became simple.

You can scrape 100+ signals, but only recent pain gets replies.

Most teams still miss this.

They pull role, industry, company size.
Then push the same template to everyone.
Then say "outbound is dead."

I saw the same thing in my own numbers.

Here is C17 Lab's January 2026 cold email stats for clients:

Emails sent: 425,327 (First week of Jan was complete holiday)
Leads (active + inactive): 231,448

Replied: 4,152
Reply rate: 1.79%

Positive reply: 870
Positive reply rate: 20.95%

Bounced: 4,592
Bounce rate: 1.98%

Zero opens.
Still 4,152 replies.
870 positive.

On paper that looks crazy.
In practice it is simple.

I do not chase vanity signals.
I chase fresh pain.

Here is how I think about every list now:

“The ideal prospect shows evidence of [specific behavior/change/problem] because it means they feel [pain] right now.”

Some real plays I use:

→ For outbound tools
“The ideal prospect shows evidence of SDR or BDR hiring or manual research mentions because they scale outbound and feel pipeline pressure.”

→ For product video offers
“The ideal prospect shows evidence of pricing tiers with upgrade paths because they push revenue expansion and need more upgrades.”

→ For reputation offers
“The ideal prospect shows evidence of negative Google reviews because they lose deals from bad online perception.”

I do not care if someone is “VP Sales at 200+ headcount SaaS.”
I care if something changed in the last 30–90 days that hurts today.

Here is my 10 minute research stack for each new campaign:

1️⃣ 3 minutes: Case studies

→ Go to company or customers page
→ Pull who they help, what result, in what time
→ Note language they use to describe wins and pain

2️⃣ 6 minutes: One custom signal

→ Claygent, BuiltWith, job page, review sites
→ Only signals that show change in last 30–90 days
→ One strong signal beats 10 weak firmographics

3️⃣ 1 minute: Backup basics

→ Role
→ Tenure
→ One recent LinkedIn post

If I cannot prove fresh pain with that signal, I do not add them.
I change the list or I change the offer.

The list is not “everyone with a title.”
The list is “people with a live problem my offer solves.”

That is how you get replies even when open tracking says 0.00%.

I was dead wrong about AI personalization in cold email. The real game changer is something else entirely.  

For a long time, I thought the end goal was this:  

“By 2026, AI will write a cold email that feels like I spent 10 minutes researching each prospect.”  

That email is good.  
I now see it as an A tier email.  

The real S tier is different.  

It drops a lot of fluffy personalization.  
It leads with value the prospect can touch without talking to you.  
At scale.  

That is where AI-generated lead magnets come in.  

Across campaigns, the replies with highest intent come from emails that are easy to say yes to.  

Not:  
“Can you jump on a quick call?”  

More:  
“Can I send you X that helps you today?”  

AI makes X very powerful. I see 3 main buckets:  

1) Knowledge lead magnets  
Custom reports, market maps, account intel.  
Example: scrape signals for a prospect, turn it into a short “intel report,” send it as a one-click yes in the email.  
No call ask. Pure value.  

2) Micro apps / micro SaaS  
Tiny tools that solve one clear problem.  
Score their pipeline.  
Audit their site.  
Estimate missed revenue.  
You build once with agents / code, then give it away in every email.  

3) Agentic service trials  
“Let us run a free mini-campaign for you.”  
AI handles list building, enrichment, messaging tests.  
Prospect gets real leads before they pay you.  

The shift I see:  

From “personalize the sentence”  
To “personalize the asset you deliver.”  

I keep testing this with C17 Lab and I am all-in on AI lead magnets now.  

Curious what kind of AI lead magnet you would say yes to in one click.

No alternative text description for this image

Your offer is hot.
But you’re a cold provider. That’s why nobody buys.

Read that again.

You do all the “right” things:

- You change the price
- You change the copy
- You change the funnel

Sales still flat.

You think
“I need a new offer”

I thought the same.

Fast forward a few years…
I saw a pattern.

The offer was not dead.
I was invisible.

Here is what I mean in simple words:

Offer awareness
= people know the solution you sell

Provider awareness
= people know you and trust you

Need both.

Miss one → no sale.

Look at these 3 states:

Cold offer + cold provider
- They do not know the problem
- They do not know you
- No replies, no calls, no cash

Hot offer + cold provider
- Market knows the solution already
- You feel new, risky, “who are you?”
- They buy from the “safe” name instead

Hot offer + hot provider
- They know the problem
- They see you talk about it for weeks
- You feel safe, clear, proven

Then sales start to look “easy”
(from the outside)

The truth is
Most of us skip the warm-up.

We try to close people who:
- Never saw our face
- Never heard our name
- Never read one word from us

Then we blame the offer.

Here is the real work from cold to hot
(this is where people stop reading, but you should not):

1) Show up where buyers already are
LinkedIn, niche groups, events, email.
Same places again and again.

2) Say the same clear thing
Who you help
What problem you solve
What life looks like after

3) Share proof that feels real
Screenshots
Short stories
Before / after moments
Names and numbers when you can

4) Stay long enough
Week after week
Month after month
Till people think
“You again?”
Yes. You again.

You can also speed the warm-up if you:

- Join the conversations your buyers already read
- Comment with smart, simple takes
- Show your work in public
- Help without a pitch first

You stop being a stranger.

One day a DM comes:
“I feel I know you already
We should talk.”

Nothing magic.
Only awareness.

Next time you see no sales, pause:

Before you burn the offer ask:
Do people know the solution?
Do people know me as the safe choice?

Short version:
You do not need ten new offers.
You need one clear offer
plus a warm name.

Curious to hear
Where do you feel colder right now
Your offer or you as the provider?

Our client spends $100k+ on ads every month, 
But cold email brings in 2x ROI. 
Why do they keep buying ads?

Because channels change. Frameworks do not.

Their numbers right now:

→ Cold email ROI: 2x ad spend
→ Cost per meeting: 25% of their other channels
→ Pipeline from cold email: growing every single month

Cold email is not “the hero.”

The real hero is how you think about acquisition:

1️⃣ Start with the market
We map the full TAM
We ask: who should we talk to, in what order, and why now
No random lists
Only accounts that line up with the pain we solve

2️⃣ Build systems, not blasts
We set infra once, then let it run:
→ Multiple warmed inboxes
→ Clean domains and sending limits
→ Smart cadences that touch 100% of the market every 30–60 days
No spam storms
Only steady passes over the same market

3️⃣ Lead with relevance
We write copy for one person with one clear problem
Short, direct, easy to read in 10 seconds
No hard pitch on email one
We focus on “useful and interesting,” not “buy now”

4️⃣ Layer channels later
Cold email proves the offer
Then we add paid, retargeting, LinkedIn, content
Ads sit on top of a working outbound engine
That is why they keep buying ads even when email outperforms them

The exact playbook today will change in a month
The way you think about TAM, infra, and relevance will not

If you are a B2B company and want to test a cold email GTM without burning 6 months,

We can set you live in 1–3 weeks and give you a full no-cost test campaign to see the numbers yourself.

Free campaigns that actually deliver leads-no catch, no BS.

Here is what we do at C17 Lab 

We run your first outbound campaign for free.
One full campaign.
No fee.

You see real leads.
If you get no results, you do not spend money or time on us.

Simple deal.

Here is how the free test works:

• We do strategy call with you
• We study your offer and ICP
• We build the lead list
• We write all emails
• We use pre-warmed inboxes
• We run the campaign like any paid client

No hacks.
No “lite” version.
No automation tricks behind the scenes.

We do the work end to end:

• Prospecting from 100+ data sources
• Copywriting for all touch points
• Inbox setup and warmup already done on our side
• Daily checks on replies and performance

You see the full flow.
You see the leads.
You see how your offer lands in the market.

Here is the message we love to send you during the test:

“Hey, we got you a lead.
Here is what we said.
Here is what they replied.
I am connecting you now.”

If you want this every week, then we talk about a paid plan.
If not, you walk away with data, scripts, and no bill.

Who can get the free campaign?

If you fit that, we can run your no-cost test campaign.

You keep the leads.
You keep the learnings.
You only stay if it prints pipeline.

Curious if your B2B offer would hit with a test like this?
You can see how we run it at https://www.c17.ai/

Most founders ask “email or video?”
They should ask “high-ticket or low-ticket?” first.

If your offer is $10k+
You are not selling to everyone.
You are hunting whales.

For high-ticket, cold outreach prints money when done right.

You can:
→ Build a tiny list of exact buyers
→ Personalize hard
→ Start real 1:1 conversations

You do not need 100,000 views.
You need 10 right people.

If your offer is low-ticket ($20 product, $200 course, etc.)
Cold outreach turns into a grind.

You need to:
→ Hit thousands of people
→ Fight low response rates
→ Do a lot of manual work for very low deal value

For low-ticket, content + ads win.
They reach more people.
The math starts to work.

But even when outreach is the core play, you still need one thing: minimum viable organic.

Because when someone gets your cold email, they click your profile.

If they see:
→ Zero posts
→ No proof
→ No point of view

You look like spam.

If they see:
→ Simple posts with insights
→ A few client wins
→ Clear offer

You look real. You look safe.

Those posts then become sales assets.
Your team can drop them in threads:

→ To answer objections
→ To show how you think
→ To prove you get the problem

My mental model:

Cold outreach → starts the chat
Organic content → builds trust
“Greatest hits” posts → help close

Hunt whales with a harpoon, but make sure they see your campfire burning too.

If you are a B2B company and want a cold outreach system that matches your ticket size, I am happy to walk you through how we build it at C17 Lab .

Cold email never works? 
CEOs reply more than anyone. 
Here’s why:


Most people write to the person with the job title on the website.
I write to the person who feels the pain.

Biggest surprise for many founders:
CEOs reply more than heads of HR, RevOps, IT, or middle managers.

They carry the real weight.

Every single day they think about:
payroll
cash in bank
missed targets
angry customers
legal risk
hiring gaps
pipeline

They do not care about “nice tools”.
They care about “does this fix a real problem fast”.
When I build a campaign, I do three simple things.

1️⃣ I build the list from the outcome back
I start with one clear win.

Example:
save tax
cut SaaS cost
fix billing gaps
get more meetings

Then I go into Clay.

I search for the small group with that exact problem.
Not “all SaaS companies”.
More “US SaaS with 30–300 staff, many remote, 3+ states, hiring finance”.

I use:
➡️ filters
➡️ signals
➡️ niche words
➡️ weird industries

I stop when the list feels like “these 500 people wake up with the same headache”.

2️⃣ I make the pain the first line
I do not write:
“We help companies optimize and streamline…”

I write:
“Saw you hire in 5+ states. Are you dealing with sales tax mess in any of them?”

Short.
Clear.
Easy “yes” or “no”.

For a sales tax firm, this works well.

Every CEO in that group already knows the problem.

They have a folder in their mind called “tax risk I hope does not explode”.

My email walks right into that folder.

3️⃣ I give a tiny, safe next step
I think “what can we do in 15–30 minutes that feels safe and clear”.
Example offer I use:
“Bring three contracts you think you overpay for.
We compare with our data.
You pay only if we find savings.”

No long call.
No deck.
No “discovery”.

The CEO sees:
low risk
clear start
clear end
hard dollars

Now an email from a stranger looks like a small bet, not a big project.

Cold email fails when you:

talk about your stack
tell your life story
try to sell the full platform

Cold email works when you:

pick one pain
talk to the owner of that pain
give one clear, small step

If you are a B2B company and want to test a cold email GTM without burning 6 months,

We can set you live in 1–3 weeks and give you a full no-cost test campaign to see the numbers yourself at C17 Lab

Follow Utkarsh Rana 🧲 for more content around B2B Sales, Outbound, GTMs !

Mohan ‎Muthoo 💬 🇬🇧 🌍

Founder @ Spring Drive | Driving Growth for B2B SaaS/AI | Multi-Award Nominated | 4th Ever Official UK Clay Expert | 👉 springdrive.co

Hey there 👋 I'm the Founder at Spring Drive - we drive growth with GTM Engineering, AI & Outbound for B2B SaaS and AI companies.

This means:

- Running Scaled Outbound Campaigns (Email + LinkedIn) with GTM Engineered data
- PLG Self-Serve Motions to drive signs that turn to paying users
- Cold calling with GTM Engineered Signals and Intelligence

🛠️We've worked with B2B across industries, Y-Combinator backed startups, globally recognized SaaS brands featured in Forbes and the Apple Store, B2B ecommerce companies, and everything in between.

We have a ton of case studies and accolades, having been nominated twice for our work (Finalist in the Standout Use of AI category at the UK Digital Excellence Awards, and for the GTM10 Awards), plus been recognized as Official Expert Partners by numerous top companies in GTM and Outbound.

Head to 👉 springdrive.co ORDM me, I will reply 💬

Founder

Mohan ‎Muthoo 🇬🇧

Booking $13 billion company Grammarly for a client at Spring Drive.

Cold outbound.


We spend most of our time with clients on competitive differentiation, not automation (we do that too, its just not the point lol).

That's why we *resonate* for them with prospects, rather than saying the same thing as everyone else.

And actually generate meaningful pipeline.

Not...

"Just saw your got funded, here at Generic .ai we're flipping the script on..."


Only Becc Holland can flip the script (she is brilliant btw check her stuff out).


For everyone else there's Spring Drive.

Actually there's a few other great agencies too, not just us.

But if you do want to work with us, you can apply for a pilot at springdrive.co.


Or don't, do whatever you wanna do.

Mohan Muthoo

Founder @ Spring Drive | Driving B2B Sales Pipeline with Outbound & GTM Engineering | 4th Ever Official UK Clay Expert | Multi-Award Finalist 👉 springdrive.co

Most of our best clients at Spring Drive still book through strong email creative variants.


I can't tell you how many companies have spoken to us and said they've tried different AI SDRs and signal tools but that it's not generating anything.

The reason is fundamentally that GTM is a competitive sport, so tools that democratize outreach end up being used by everyone hence making certain messaging too common and thereby less effective.

You have to actually *think* (shocker I know) creatively about where your competitive edge is.

AI is now without question a fundamental layer in our system - no doubt.

But most teams are relying on it to produce quality rather than using it to assist in their strategy.

For pure automation this can be fine, but GTM is fundamentally competitive.

its not about automation or efficiency - thats just for us. its about differentiation and saying something interesting.

As a broad metaphor Clay talk about finding your GTM Alpha - taking that inch ahead of your competition creatively and strategically.

Using tools to *execute* is brilliant, you should.

But too many companies want to use tools to do the thinking for them and these companies are struggling as a result.


Here's a screenshot of us flooding our client with sales opps with clever outreach.

If you want to work with Spring Drive, Apply for a Pilot here:
https://tally.so/r/7R26PA

So far every month we've run outbound for ourselves at Spring Drive we've closed at least one deal from it.

But in truth, its because of how carefully and strategically we refine our closing process.


Too many companies expect outbound leads to come in the door like inbound leads - then get frustrated when they don't sign immediately.

Outbound closing requires a different skill entirely.

- Have you researched the market to understand what's happening in your competitors' demos?

- Have you uncovered what the experience is in other cycles?

- When someone ghosts or goes closed/lost, how thoroughly do you chase up to get the SPECIFICS on why it didn't close?

- How well are you articulating that you understand the prospects vs just slapping your templates on everyone?

- Do you get the next call booked in every single time or do you send info and wait for them to get back to you?

And a whole lot more.


Here's a screenshot of a contract we just closed, paid, for a 3 month pilot. Came in from our cold email campaign.

(no signal or trigger data used)

We have 3 other cold proposals out from Jan and I expect we'll close at least one of them too.


Outbound is far less expensive than ads - but the skill requirement is high.

Skill up - close deals.


If you want to work with Spring Drive, Apply for a Pilot here:
https://tally.so/r/7R26PA

Getting replies like this reminds us that we're putting out strong positions for our clients at Spring Drive.


Especially knowing the end stats add up too (getting 20-30 leads a day for this client).

But again, its a reminder that most saturation is around messaging not channels.

Before you move on to another channel, ask someone who works on your channel for a living what they think of your campaign.

8/10 times, mistakes are being made that, if corrected, would well actually start reaping success.


Cold email is just another channel and everyone reads their emails.

Don't forget it.

Really cool to see ProntoHQ put Spring Drive at the top of their list for the Best Outbound Agencies in the UK.


Thanks to Nico To Market for reaching out and interviewing me for it - good guy too btw, was nice to chat about what's going on in the industry at the moment.


And shout out to the other agencies doing great work in that list too.


Outbound is a difficult space - I think the perception has taken a beating because its natural accessibility means that anyone who can send a message believes they've sized it up and know what works and what doesn't.

The truth is, its a bit more complex than that in reality.

We've built and sent over 300 campaigns, worked with a myriad of B2B industries from SaaS, to services, to retail...across regions - USA, UK, Europe...delivered pipeline at SMB level for small 3-4 figure subscriptions all the way up to 6 and 7 figure contract opportunities with Enterprise companies.

And in a huge list of different industries too.

I can tell you with some surety, the market changes often and fast, and I learn something new every quarter.


Link to their article is in the comments.

If you'd like to work with Spring Drive, you can Apply for a Pilot here:
https://tally.so/r/7R26PA

From my experience, you need at least 1 of these 3 things for a outbound to work in 2026:



1. Truly differentiated offer

This is hard because it has to tie in fundamentally to your product or solution.

But, you should work this in your GTM Messaging Strategy by thinking about compartmentalized offers.


2. Outstanding social proof

Outstanding is the key, not just 'some' social proof.

Again, difficult because if you don't have it, well, you dont have it.

But you should work with in your GTM MS by thinking about social proof matching which you can layer at granular levels in Clay.


3. Creative lead magnet strategy


This is where most companies should be because they don't have 1 or 2.

If you dont have 1 or 2, and your top of funnel is an ebook or whitepaper about something they'd find in about 3 mins from a Google search...

Get more creative.



Btw, if you want to work with Spring Drive on your outbound, you can apply for a pilot at springdrive.co.

Something I've been noticing more and more lately - the teams that are crushing outbound aren't necessarily better at writing emails or picking better leads.

They're just better at operating.

They've figured out how to monitor campaigns, swap what's not working, keep mailboxes healthy, and follow up at the right time, without it eating their entire day.

That's partly why what Smartlead just released with SmartAgents caught my attention.

I've been playing around with it and there are a few things that stood out:

1. There's a campaign optimizer agent that monitors all my active campaigns every 6 hours. If reply rates dip below 4% after enough sends, it swaps out underperforming mailboxes, and shifts send times.

2. A mailbox health agent that tracks domain health, figures out when I need new ones, buys them from SmartSender, and sets up warmup. 

3. A meeting booking agent that catches intent in replies, books through Calendly, drops prep notes into HubSpot, and pings me on Slack. That whole flow used to be 4-5 manual steps.

What I like is how you build them too. no code, no complex workflow builders. You describe what you want the agent to do in plain language and it deploys. That matters for teams that don't have a technical ops person.

You still need to review, tweak, and make the actual decisions. But the repetitive operational stuff that eats up a few hours a day? That's where these are useful.

Worth looking at if you're running any kind of volume:

https://lnkd.in/ern_wwSJ

Trigger data is not a messaging strategy.

I see this mistake constantly - companies think knowing someone just hired a new marketing manager or posted a job opening means they're somehow automatically interested in what you might be offering.

I get it, these are contexts where, sometimes, the need is higher.

But its such a generalization, and even when true you need to be going a lot deeper for anyone to care.


Prospects don't care about information they already know.

The 'I've done my homework' badge doesn't differentiate in 2026 at all in my opinion.


Assumptions from trigger data are often wrong too.

Hiring for a position doesn't mean interest in your service. A new funding round doesn't mean they're ready to buy what you're selling.

Trigger data is just context - it's not causal.


Plus, not all in-market companies have public trigger data.

A company that needs marketing help but prefers agencies because they don't want to train someone inhouse probably won't have a job vacancy posted.

A company that hates marketing agencies and definitely wants an in-house person they can nurture, will have a job vacancy posted.

And all the marketing agencies should target the second company, because of the trigger/signal data?

My thumb is up right now.




Signals and triggers should accelerate a strong bid, not create one.

Without a differentiated message that actually matters to your prospect, all the trigger and signal data in the world won't save your campaign.


It's true, the capability to create a more contextually relevant message is available to us now and triggers and signals can help with that, and so should play a role in our strategy.


But I guarantee 9/10 companies are about to slap an undifferentiated offer behind a signal and then get confuse when nobody cares.

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