Demand House

Founder

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Joe Wheatley

Outbound systems for B2B SaaS & GTM teams | Take control of your pipeline | Founder @ Demand House

Clay vs Freckle - Which is best for small GTM teams?

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy (email and cold call scripts).

Clay is the most popular tool for this, but is it the best?

After building GTM engines for 2 to 10 person sales teams, we believe Freckle is the better option.

Read this article to find out why…

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy. Clay is 

Open article: Clay vs Freckle - Which is best for 2-10 person GTM teams? by Joe Wheatley • 4 min read

Clay vs Freckle - Which is best for 2-10 person GTM teams?

Jack Porter grew his LinkedIn following from 0 → 15k in under 12 months.

And now he’s up to his ears in inbound demos.
(So much so that he doesn’t run outbound anymore.)

Jack is the Co-founder of BirdDog - they scan for the most relevant signals from your best accounts, so reps get notified when ideal prospects are ready to buy.

The tool has delivered so much value that BirdDog have grown 900% this year alone.

But getting here wasn’t easy.

Jack started out grinding through a 9–5 finance job…
…while taking product demos in his car on lunch breaks.

Here’s the full origin story.

Take control of your pipeline | Outbound & GTM systems for B2B SaaS with 2-8 person sales teams | Founder @ Demand House

Every serious GTM team has Warmly, in their tech stack.

We use it for our clients.
Warmly uses it to dogfood.

But do you know their origin story?
It’s one of our favorites.

Three people took a risk together.
And after six painful pivots, it paid off.

While putting this video together, we noticed three things about their team:

1 / They’re extremely talented
2 / They’re innovators
3 / And they’re a great bunch of people

And now they're at $6M ARR and growing.

What did you think of the story? Drop your comments below

Firmographics-first is yesterday’s playbook. Signals-first is today’s.

And there are two awesome companies pioneering this shift:

1️⃣ Signalbase (Previously LeadsOnTrees)
2️⃣ BirdDog

This week, I had the pleasure of speaking with Georgi Furnadzhiev, CEO of Signalbase, where he gave a demo of the platform

P.S. It's seriously impressive!

Dependent on inbound demos? Take back control of your pipeline | Outbound & GTM partner for B2B SaaS

Michael Lovegrove helped Groov grow 331% in 12 months as VP of Sales

How?

→ He narrowed their ICP

As a result:
- Priorities became clear
- Their product roadmap became focused
- They understood their ideal prospects and customers far better

Which meant:
- Sales became way easier
- Retention improved

This wasn’t a one off. Michael has proven throughout his career (JRNY, Groov, Fresha) that narrowing your ICP is one of the strongest growth levers you have, and it's universal (applies to every business)

It really just comes back to the core principle: "do less, better"

Now you know you need to narrow, follow Michael’s framework to do it right:

Look at your existing or past customers and ask:
 1 / Who was most profitable?
 2 / Who was easiest to acquire?
 3 / Who had the most success with your product?

Here lies the gold you've been looking for

Our top 10 GTM plays right now

1️⃣ Website Leads (Person-Level Orchestration)

1 / Identify high-intent visitors → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

2 / Identify medium-intent visitors → trigger AI chat. If demo not booked → trigger warm pop-up. If demo not booked → trigger follow-up sequence.

2️⃣ Website Accounts (Account-Level Orchestration)

3 / Identify closed-lost deals from 60+ days ago → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

4 / Send qualified account to Clay via Webhook → tier account → find contacts → enrich → validate → build messaging & scripts → sequence by Tier.

3️⃣ Non-Website Plays

5 / Research intent signals (competitor search, integration partner search, relevant keyword search) → send to Clay → enrich → build messaging → send to sequencer.

6 / Track new decision-makers at ICP accounts (likely to re-evaluate tech stack) → send to Clay → enrich → build messaging → send to sequencer.

7 / Track job changes from known contacts (recommend software from previous company at new company) → when detected → send to Clay → enrich → build messaging → send to sequencer.

8 / Hiring signals (e.g. hiring for SDR role = investment in sales/salestech) → when detected → send to Clay → enrich → build messaging → send to sequencer.

9 / Identify competitor customers → send to Clay → enrich → build messaging → send to sequencer.

10 / Target closed-won lookalikes (best prospects = best customers) → send to Clay → enrich → build messaging → send to sequencer.

Tech Stack:
→ Warmly, for website de-anonymization, website plays & intent signals
→ Clay for enrichment and messaging
→ Ocean.io for lookalikes
→ Instantly.ai for email sequencing
→ HeyReach.io for LinkedIn sequencing
→ lemlist for multi-channel outreach
→ Slack for messaging and notifications

Which plays do you like / not like? Any other plays? Drop in the comments.

GTM Engineering for B2B SaaS | Founder @ Demand House

You have 30k people visiting your website.
Are there enough leads to feed your team of 5 SDRs, or do you need to supplement with non-website plays?

To answer that, start by looking at your website data using Warmly or RB2B.

Then split your leads into Tier 1s (best leads), Tier 2s (good leads) and Tier 3s (okay leads).

Your first definitions might be slightly off (a Tier 1 might actually be a Tier 2 etc), but that's to be expected. Refine as you go.

Once your leads are broken down by tiers, work out your sales team's capacity.

Scenario A
→ If there are enough Tier 1s and Tier 2s to meet capacity, great, you can start with website leads.

Scenario B
→ If Tier 1s and Tier 2s are not enough, but adding Tier 3s meets capacity, then start with all 3 tiers.

Scenario C
→ If Tier 1s, 2s and 3s still do not meet capacity, then you'll need to fill the gap.

For scenarios B and C, supplement with signal-driven cold outbound. As soon as Tier 1s and Tier 2s from cold outbound are enough to replace website Tier 3s, you should.

(Tier 3s exist purely to fill remaining SDR capacity. Tier 1s and Tier 2s should ALWAYS be prioritized)

Takeaways
→ Strategy should be guided by data alone
→ Don't aim for perfection out of the gate. Make approximations that get you moving. Speed + iteration wins

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