Joe Petruzzi's Linkedin Analytics

Here's how I'm using Unify to qualify accounts with AI agents that understand NUANCE (without a multi-stage Clay workflow or 1-off chatGPTs)👇 I needed a way to qualify inbound leads and target accounts that could answer the subtle questions that actually matter. In this example, I want to know if an account in the CRM is similar to a client of ours. That way, I can proactively reach out to them in a particular way given a previous case study. 1️⃣ Step 1: Connect your CRM to Unify Your inbound leads and target accounts are already flowing into lists. Let Unify sync with that data automatically using the audience and criteria feature. 2️⃣ Step 2: Ask human-like questions (not prompt engineering) This is the beauty of Unify. Instead of complex prompts, I just ask normal questions: -"Does this company provide close management as part of their software?" -"Is this company a SaaS solution?" -"Does this company hide all their pricing?" 3️⃣ Step 3: Let the agent dig deep The AI doesn't just check homepages. It crawls blogs, mentions, job boards - finding nuanced details you'd miss manually. 4️⃣ Step 4: Route qualified accounts automatically Good fit? Send to sequence. Great fit? Route directly to BDRs for cold calls (preferably with TitanX data so we can get a hold of em 📞) 👉 Example: I tested this on Numeric. The agent correctly identified they offer close management, confirmed they're SaaS, and even caught that their "open accounting roles" were actually external postings for other companies, not internal. That level of nuance would take me hours to do manually if I wanted to target 30-50 accounts. Shoutout to Austin Hughes 🤝 at Unify for building something that actually works out of the box.

"They paid us $40K up front and aren’t getting results" Back in 2023, I was helping an agency friend of mine who was REALLY struggling with a client. 6-month agreement, $40K paid up front, promised 30-50 meetings/month (cold), sales process was completely outcome based. As an outbound/GTM consultant, I’ve been in the outbound game for 7 years. I’ve serviced clients in all vehicles, from courses to DFY “I’ll sell you meetings” I learned about 3-4 years in (too late) that expectations are EVERYTHING Back to my friend here… He’s 2 months in, and despite some leads trickling in...it was almost radio silent on the meeting front. He promised this client 30-50 cold outbound meetings per month sending 50K emails/mo “What should I do?” The real answer? There’s nothing you can do. This client was lost at the moment of signing. Here’s the 2-edged sword ⚔️ FOR THE AGENCY With crazy expectations, you’re going to burn out, run your staff to the ground, and start blaming other people. You will overpay on tools, obsess over metrics, and become skeptical of virtually every system you have. This is a horrible place to be, and worst of all…you’ll start to question your skill. The reality is, you’re probably good at what you do, but you’ve made it impossible to show that with an expectation like this. ⚔️ FOR THE CLIENT With this expectation not being met, the client doesn’t trust you, won’t trust any outside help in the future, has lost money, and worst of all…they think you’re bad at what you do! The truth is, if this client needed 30-50 meetings per month, they should have just hired a few sales reps running TitanX and made some calls. You don’t go from “our sales team barley generates anything” to “This agency is amazing! They snagged us 47 meetings!” Even worse, it was in a VERY tough industry that is known for cold outbound being saturated and mundane. This is why I got out of the “I’ll sell you meetings” services years ago. I’m good at outbound, so that’s the skillset and systems I sell. Outcomes are important, but they are not black and white enough to sell. To be fair, as a consultant, my services are very customizable. -Infrastructure -Copywriting -Data You can technically put them all together, and on paper I might seem to be a DFY solution no different than the hodge-podge rag-taggers storming your inbox. But the difference is, I’ll NEVER set a stupid expectation. We’ll do the math on the call, and the guarantee I can give everyone is this; “Me and my team will work our butt off to kill the inputs for you, God will set the outputs.”

Here's a simple & slick outbound play using AI agents & sequences from Unify 👇 The Target: Demand gen leaders with gated content The Weapon: Unify's AI agents + snippets Here's exactly what I built: 🎯 AI Agent Questions: "Do they have white papers or gated content on their website?" "If so, what is the name? (lowercase only)" Why lowercase? So I can drop it seamlessly into email copy as a snippet. 💡 The Magic: Instead of generic "I saw your content" emails... Every prospect gets: "I noticed your team published {{white_paper_title}} - curious how you're tracking the pipeline impact from those downloads?" It's personalized. It's relevant. It's SCALABLE. 📈 The Results Tracking: This is where Unify shines... Unlike Clay → CRM → Outreach workflows where data gets lost, Unify tracks the ENTIRE journey: -Which AI personalization was used -Which sequence it went into -What pipeline was generated from it One dashboard. Full attribution. No more "I think this worked" conversations. How are you currently running your outbound plays?

And then you have kids, and every waking moment of free time you've built from having a business is reinvested 🤣

If you wanna go next level with project management, you graduate to Motion Been on for 3 years, absolute 🔥🔥

🛎️ HELP NEEDED → We’re conducting a study called “The State of Outbound” and we’re paying SDR/BDRs/sales development leaders to participate! Why are we doing this? ➡️ We all have a “hunch” that outbound motions in 2025 are a little ‘off’, but no one has really given clarity to it ➡️ Understanding the problems on the front line across the industry helps businesses (like us) solve these problems better and generate more value for our customers ➡️ We want to give a voice to SDR teams who may not have much influence at their company ➡️ I’m just incredibly curious We’ll be sharing findings on: ⚙️Most popular tech stacks ❗Common problems facing SDRs 💰What’s working to generate pipeline 👎What isn’t working to generate pipeline +way more So if you are: -An SDR, BDR, or sales development leader -You’re a part of a sales team (3+ reps) -You use outbound prospecting to generate pipeline every day 👇 Like + Comment “OUTBOUND” below and I’ll send you the link to participate👇 P.S All submissions will get a 5 dollar gift card of their choosing as a thank you ☕

Unify has the best UI in all of SaaS, period. SUE ME

“Our email reply rate across all BDRs is about .7%” I hear this ALL the time. But why? 👇 Why is email deliverability such a dumpster fire for B2B sales teams in 2025 vs 2016? 2 Reasons 🎯 -𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲𝘀 𝗵𝗮𝘃𝗲 𝗱𝗿𝗼𝗽𝗽𝗲𝗱: this is due to cold email getting easier to do. -𝗛𝗶𝗴𝗵 𝗩𝗼𝗹𝘂𝗺𝗲: to overcome this, teams are over-blasting their TAM, destroying their deliverability, and getting into a death spiral So how do we overcome this? ----------- Here’s 4 areas every BDR team needs to implement TODAY to boost cold email reply rates 1️⃣ Private Server Infrastructure Move away from shared servers like Gmail & Outlook. They’re great until they’re not, and if you’re targeting SMB and Mid-market, there is no downside to going the private approach, you’ll likely place better in the inbox 𝗷𝘂𝘀𝘁 doing this. 2️⃣ Mailbox Rotation Implement mailbox rotation to prevent volume limitations. Instead of 1 inbox sending 150 emails/day, get 5 inboxes sending 30/day each, and combine them for 1 rep. This way volume is still high, but mailbox volume is low individually. 3️⃣ Email Verification Verify lead lists before sending to reduce bounce rates. You should aim for below 2% ideally. Getting data to be clean up front drastically helps email deliverability (even if you lose some leads from it). 4️⃣ Call-Only Reps Have your BDRs do 95% cold calling. The remaining 5% of emailing / LinkedIn is used for super high-touch sequences, or from leads who have responded from an 𝗲𝘅𝘁𝗲𝗿𝗻𝗮𝗹 email campaign (use OrganicOutreach.io) This drastically lowers cold email volume out of the reps inbox, which helps deliverability as well. ------------ When you do ALL of this? 3-5% reply rates are the new standard. What are you doing to boost reply rates right now?

Pumped that OrganicOutreach.io was selected as an Official OutboundSync Agency Partner! For those that don’t know, OutboundSync solves a massive issue; getting cold email activity data into the CRM for reporting, contact history, and workflows. The proper way to cold email today involves tools that, well...don't talk to SalesForce and Hubspot that well. But OS's solution integrates with Smartlead / EmailBison / Instantly.ai and sends the data over to HubSpot or Salesforce. They’re a MUST have if you’re running a BDR team and using Hubspot or SalesForce for your CRM.

ANNOUNCEMENT: Kellen Casebeer and I started a podcast because the sales/GTM space is full of lies and we decided enough was enough. Here's what's happening right now in B2B SaaS sales: 🚫 Sales tools promising outcomes they can't deliver 🚫 Consultants over-promising and under-delivering 🚫 SDRs thrown into the furnace with zero support 🚫 Teams with no cohesive GTM strategy or proper training The result? Companies are losing MILLIONS in pipeline every month. -Not because their reps aren't good. -Not because the tools aren't powerful enough. But because their operation is setup with bandaids and duct tape. That's why we're launching the GTM Coalition Podcast 🎙️ No fluff. No hype. Just practitioners in the trenches exposing what ACTUALLY drives revenue today. What we're doing differently: 📊 Anonymous GTM Audits We take real sales team data and break down EXACTLY how to fix their pipeline problems on air 🎯 Practitioners Only No vendor pitches. Just people sharing what's actually working 💡 Actionable Takeaways Every episode = strategies you can implement with your current team We've already recorded interviews with Joey Gilkey & Harry Sims We’re live on Apple Podcasts, Spotify + all major platforms. Website launches Monday. If you want to be added to the email list, drop a "POD" below and I'll send you the link 👇 P.S We are not babies on the actual pod ;)

You can’t trust Apollo & ZoomInfo anymore…(2 reasons why) 👎 A lot of outbound motions fail up front because they have: -Horrible targeting -Irrelevant outbound play Usually it goes: Step 1 - Pop the ICP filters into your database tool Step 2 - Page 1 leads look good Step 3 - Export and sequence! But there’s 2 MASSIVE issues with this ❌ 1 - Irrelevant Data Destroys Campaigns Check out page 35 my guy…I’ve had lists targeting CMOs give us accountants from an out-of-the-box lead database tool. It looks good on page 1, but you start looking further and realize its way off. If we sequence these people with an outbound play? Low reply rates, high spam reports. ❌ 2 - Irrelevant Outbound Plays Become Automatic That means even if you create this beautiful outbound play (multi-channel backflip sequence with a UPS truck hand delivering a cake to your prospects dog)… If it’s the wrong prospect, it becomes meaningless. Even worse? If it’s an unqualified prospect (they love your solution, but they’re not a good fit) Harry Sims compares outbound prospecting to fishing: “Some of them were dolphins, which may be delicious, but you're not allowed to catch them. You caught a couple of red snapper. Maybe you caught a tuna. Maybe you caught some guppy or a bass…” You need a target list of red snapper leads, and you also need outbound plays designed for those red snappers. It’s when you have both of those things, that you truly have a process in which you can catch red snappers consistently. ✅ SOLUTION: Use tools like Clay, Ocean.io, & FullEnrich to take those Apollo / ZI lists and properly enrich them / find more leads. This will help you target red snappers only, and you can focus on making an outbound play just for them. Because if not...let’s just put up a billboard ad on the highway instead. Its WAY easier. -------- BONUS: I used Riverside.fm's new animation feature which turns video recordings into an AI cartoon of your choice. What do you think Harry Sims? 😂

Hot Take: SDRs shouldn’t send ANY cold emails out of their sequencer 👀 Here’s why TitanX + external email campaigns are the future👇 The OLD way -Every BDR uses every channel -34 step multi-channel sequences -”It takes 25,000 touch points to get a response, keep sending!” Why is this a problem? ❌ Conversion rates are NOT the same on every channel ❌ Connect rates and reply rates have dropped 3-5X on all channels since 2015 So how do we fix this? The NEW way -> Cold email turns into an outbound-led-inbound function. -BDRs are ONLY calling because they’re snagging 25%+ connect rates with TitanX (shoutout to Joey Gilkey and Rob B. Anderson) -BDRs are using strategic social touches and posts on LinkedIn to help with larger accounts -BDRs are being FED inbound leads from high-volume cold email (OrganicOutreach.io) The result? ✅ 3X the opportunities on email ✅ 1 hour saved/rep/day on sequence nonsense ✅ 25%+ connect rates on the phone using TitanX Here’s a quick example with napkin math. 🥱 Old Way Sending 1,000 Emails 10 SDRs * 100 cold emails each * 1% reply rate = 10 responses. Lead rate: 10-20% -> Total Opps: 1-2 🫡 New Way Sending 1,000 Emails 1 Campaign of 1,000 cold emails * 3%+ reply rate = 30 responses Lead rate: 10-20% -> Total Opps: 3-6 It’s time to enter the new age of outbound, lest you get left behind __________________________ Need help setting this up? Connect with me + send a DM and we can chat

Hot Take: SDRs aren’t underperforming, they’re getting totally screwed by their boss. Here’s what I’m seeing: ✅ Company wants to grow 🧐 Company decides to hire more SDRs/BDRs (since it’s going so well ;)) 🧐 The new reps are given the same broken setup 😮 Performance tanks 😮‍💨 Now there’s too many SDRs and little ROI 🤡 They fire a good portion of the team 🤡 Repeat But why is this happening? Why is performance tanking so much in the SDR function? Because the 3 main channels (email, cold calling, LinkedIn) are all broken in their DEFAULT state: 📞 Cold Calling: 5% connect rates or less (talk to any BDR right now, they'll confirm this). 📧 Email: Spam restrictions make it almost impossible for the average Joe to hit the inbox via cold email without special help 🔗 Cold LinkedIn: Restrictions are so tight you can't get enough at-bats to make it worth it 🛑 The Math that Doesn’t Math ❌ COLD CALL If you make 40 calls in a day, you get 2 conversations. Those 2 conversations will likely not convert to a meeting. You’d be lucky if you converted more than 1 meetings that week. ❌ EMAIL If you send 150 emails in a day, you’ll get 1-2 responses, and again, those likely won’t be leads, that will just be total responses. With a 10% lead rate, and a 50% get on the calendar rate, that’s 1 meeting every 2 weeks. ❌ LINKEDIN If you send (safely) 25 cold LinkedIn invites, 4 people will accept, 1 will reply. With a 20% lead rate and 50% get on the calendar rate, that’s 1 meeting every 2 weeks. Grand Total: 5-8 meetings/month (hopefully they're qualified and show up to the call) So how do we fix this? The New Way: 🎯 Cold calling with phone intent (shoutout to TitanX) + power dialing (NOT parallel) RESULT → 25%+ Connect rates, 1-2 meetings per day 📨 High-volume email with proper deliverability + routing leads inbound to SDRs (do internally or hire OrganicOutreach.io) RESULT → 3-5% reply rates, unlimited volume, limited only by how big your TAM is. 💼 LinkedIn as strategic touchpoint for deeper connections and multithreading RESULT → 25%+ connect rate, access to decision makers and multi-threading to get the first meeting. Until we stop setting SDRs up to fail, this hire-and-fire cycle will continue. What's your take on this? 👇

Why would you pay $$$$$ for 6sense & G2 intent if your BDRs can’t turn it into meetings? Here’s how to use Unify to generate REAL pipeline from these tools. TL;DR → Most teams simply don’t know what to do with intent signals coming inbound. 😲 “Someone from Netflix was on the pricing page!” 😲 “Ted Gingham, a manager, was looking at a competitor!” So, should I reach out to Ted today? What channel? BDRs are getting decision paralysis on what to do next, and what to prioritize. To fix this, we want to setup a warm outbound funnel using Unify. What the heck is a warm outbound funnel? On the left we have marketing thats generating cold traffic, lead opt-ins, and starting to fill our CRM. On the right side, we have the sales team, who actually makes these things sales opportunities. The problem? There’s a massive chasm of action in the middle. Traffic → Intent → Qualify → Get Contact Info → Reach Out → Track Activity → Nurture Unify essentially comes in the middle to tackle this ________________________________ Here’s how to set up a warm outbound play off of an existing 6sense / G2 setup using Unify 1️⃣ Qualify Intent First off, is this intent signal really valuable? In this case I filtered on if they recently visited the pricing page, were a high-degree account, and approximate revenue >$10M 2️⃣ Find Contacts Automatically Once I know my account is qualified, I use Unify to search for contacts that match a persona. These personas are pre-built in my settings, so all I do is select “Sales Leader” and unify knows who to find. 3️⃣ Enroll in Sequence I then take my contacts I found in Step 2 and enroll in an automated email sequence depending on their persona. If ‘Sales Leader’ → Sales leader sequence If ‘Low level manager’ → Low level sequence This is wild because I can route the proper people with the proper message instead of sending a generic templated message. 4️⃣ Enroll in Nurture if No Reply Now if they don’t reply, no worries. I’ll send them off to a nurture sequence (once a week or greater delays) to ask open ended questions and share value. If they engage with these things, I can actually set up another play to act on it too LOL ________________________________ BONUS: this play works best when the intent you’re zooming in on is as precise as possible. Obviously, if the janitor of Google visits your website, that doesn’t mean their CFO cares. Whether at the person level or account level… Make sure you know what’s in your scope before running a play.

Sales Leader: “Our SDRs generated 500 meetings this quarter” Harry Sims: Where did those meetings come from? Sales Leader: “Our SDRs outbound!” Harry: Duh, but I mean what specifically got those meetings on the calendar? How did we approach these accounts? Sales Leader: “Our SDRs reached out to them” Harry: 🙄 ------------- 🛑 Outbound playbooks that actually generate meetings are NOT static. As Kellen Casebeer has previously pointed out: “Trying to make an outbound campaign work forever is what makes it not work forever” The outbound game, just like any other marketing channel, is constant experimentation. No one has ever said “Yeah we cracked the code on our outbound sequence in 2015 and ever since we’ve just been printing money” Outbound performance constantly changes due to market conditions, human psychology, etc… 1 campaign that used to work for Harry years ago is now ignored completely. In fact, with his current role at Common Room, he’s already run 20-30 outbound plays this quarter, and that’s LIGHT for him. -----TAKEAWAY ☕ So with all of this experimenting, how do you measure success? Harry's advice: Measure at the PLAY level, and find out which specific ones book the most meetings. That is the only level of detail that truly connects success with reality. What’s your best outbound play right now?👇

Here’s how to send a completely automated + personalized video outreach that doesn’t look fake AND books meetings 👇 Back in the day (2016-2020) the video audit approach was a great way to book cold prospects. It was personalized, high conversion, and just worked. But conversion rates have dropped on custom video outreach, to the point where doing the video manually is NOT worth it anymore So how do you make a personalized video (with value) that is created automatically AND does not look fake? 👇Here’s how I did it using Clay and Sendspark, selling a software that helps ecomm brands get more reviews and boost sales 1️⃣ Get prospects into a Clay table First things first, Clay will be my workflow engine, so I’m putting all of my prospects into Clay. The initial list I got from Ocean.io because they’re very effective at targeting fine-tuned industries like ecomm via lookalikes. 2️⃣ Scrape website for products that have no reviews (or little) Using Claygent, I prompted it to scrape the website of the prospect and categorize based on a few situations (remember, this hypothetical product is a review software) -Products with NO reviews -Products with less than 5 reviews -Products with OLD reviews 3️⃣ Output the product URL and product name of the product Claygent found On the prompt for the Claygent agent scraping the website, I want to make sure that once it finds a product matching the criteria, it outputs the product URL (more on this later) and the product name. This way, we can personalize the email copy further. 4️⃣ Generate a Sendspark video (with NO name variable, sorry Bethany Stachenfeld) I just add a sendspark column on my clay table and use the variables from Clay to fill in the video fields. IMPORTANT Instead of using the company website as the page that SendSpark scrolls through on the video, we used the product URL specifically. This means when I say “You can see this product has no reviews, and I’ve seen this on others too…”) SendSpark will actually scroll through the specific product Claygent found that literally didn’t have any reviews. Game changer. 5️⃣ Use the output video URL in your campaign Now that the video has been generated, I get the URL back into my clay row for that prospect automatically. What does that mean? I can upload this prospect into an automated outbound campaign (Email, LinkedIn, etc) with their personalized video! I can do this automatically as well if sending to Smartlead, Instantly.ai, HeyReach.io, and similar tools integrated with Clay. BONUS 🔥 NOTE: I did NOT say “Hey name” in the beginning of the Sendspark video because I’ve found (at least with my voice) it does not sound real and there is a clear difference from the variable to my normal speaking. I rather just CRUSH the website scrolling walkthrough and have THAT be the reason the prospect is impressed. What would you have added to this? 👇

After 6,000+ hours of outbound selling, here's 5 tools that I think should be ILLEGAL they're so good 👇 I’ve been in outbound sales for 7 years... I’ve tried a LOT of tools. But some of them are better than others. In fact, some are SO good, they feel...illegal 😶 ---------------- Here's 5 that fit that bill👇 1️⃣ Ocean.io (shoutout to Michael Heiberg) Find lookalike companies AND people based on your best customers. Kickstart hyper-specific lead lists instantly. Game-changer for targeting. 2️⃣ Clay The pioneer of GTM engineering. Find, enrich, qualify, personalize, and route contacts all in one place. So powerful that entire service businesses exist just to help teams maximize its potential. 3️⃣ peel ai (Techstars '24) (shoutout to Brannon Santos) Async conversations via AI agents. Here's the truth: buyers don't always want to talk to humans. These AI agents get prospects to open up, giving your sales team the insights they actually need to move deals forward. 4️⃣ FullEnrich One UI for waterfall enrichment. Get massive coverage for email & phone data from a single platform. Especially powerful when used with Clay - only takes up 1 column. 5️⃣ Sendspark (shoutout to Bethany Stachenfeld) Record ONE video, and AI personalizes it for each prospect with their name and website background. Stand out in crowded inboxes with truly personalized experiences. ------------- 👎 Outbound totally sucking? Connect with me + send me a DM and we can chat