See our joint case study with Heyreach

https://www.heyreach.io/playbook/duplo-gtm-campaign

Video Overview

Research

ICP Research Process

Every campaign starts with a research sprint. For this motion, our key filters were:

• Personas: C-level execs, VPs of Sales, CMOs in SaaS

• Pain points: Struggling with outbound volume, low reply rates, high CAC

• Status quo: Relying on SDR teams, agencies, or scraping with low context

• What they’ve tried: Apollo, Cognism, scraping LinkedIn SalesNav manually

• Our value prop: Signal-based outbound with real-time buyer intent → leads that have recently engaged with top GTM influencers or competitors

Platform overview

Here’s how it looks in HeyReach:

Our LinkedIn outbound campaign structure is tight:

1. Empty connection request sent

2. If accepted, 3 hours later: personalised message based on their recent LinkedIn activity

3. If no reply → profile view + follow-up 1 day later

4. Still no reply → post like + final message 2 days later

Each touch is built around the idea of giving first — not asking.

List-building process

Here’s how it looks in HeyReach:

We used two Trigify targeting methods:

• GTM Influencer Engagement: People liking/commenting on content by folks like Max or Adam Robinson

• Topic-based targeting: People engaging with GTM-adjacent content (e.g., outbound, revenue growth, B2B sales)
  We then enriched this data using Clay, adding:

• Role seniority

• Engagement recency

• Company size

Here’s how it looks in Clay.com:

I basically locked myself in a room for 48 hours and went submarine mode. Here’s the rough workflow:

1. Pull Trigify lead data

2. Add a lookup step to find their company’s website

3. Scrape for case studies, product descriptions

4. Find the head of sales or marketing

5. Run Google searches for their top 3 competitors

6. Match these with their recent LinkedIn engagement

7. Score each lead based on relevance and recency

I filmed a Loom walking through the table to see how deep the enrichment goes.

Supercharged LinkedIn Prospecting 💼 - Tella

Messaging

Message 1

{FIRST_NAME} - curious how you and {sales_guy} plan on implementing the latest sales tech this year?

I know there's a lot of noise out there, so here's something tangible...

I built a list of {Leaders} who have been engaging with {Competitors} on LinkedIn and wrote personalised messages you could send to each of them.

Follow up 1

{FIRST_NAME}, want more customers like {case study}?

We’ll launch the above campaign for you, for free.

Worth 15 mins to set it up?

Follow up 2

Am I better off speaking to {Other_employees} about this, {FIRST_NAME}?

We now run this playbook for every client

How It Works

Joel and I took the outbound playbook and stripped it down to what actually works — and now, this exact motion is what we run for clients.

We call it signal-based outbound — and it’s built to drive results fast:

• Find prospects engaging with top GTM influencers or their direct competitors

• Personalise outreach using real behavioural signals — not just job titles scraped from LinkedIn

• Automate sequencing via HeyReach with smart follow-ups baked in

• Offer real value up front — no fluff, no forms, just relevant leads and tailored messaging

It’s the same playbook that booked us 15 calls in a week — and it’s now powering our clients’ outbound engines too.