In today's episode, I chat with Nik K., GTM Engineer at Postindustria, a custom software development company, about building an event-based outbound machine that booked 75 on-site meetings in a single month across multiple conferences.

We explore his full pre-event workflow: segmenting attendees by industry and business model using ChatGPT before touching Clay, scraping deep company profiles with a 700-800 word output per company, running a matching prompt that compares each company against Postindustria's full portfolio and case studies to score them as high match, medium match, or disqualified, then generating three custom service offers per company based on what they'd actually benefit from—all before a single word of copy is written. Nik also shares his copywriting philosophy: give LLMs a strict structure with mandatory sentences, bullet point formats, word limits, and reading level constraints, then let AI fill only the creative variables—because too much freedom produces robotic output, while tight structure produces something that sounds human. He also shares an earlier campaign for a Martech client targeting US home builders, where he scraped the names of housing projects currently under development and opened outreach with "we were driving by and saw your project"—a hyper-local personalization angle that got genuinely interesting replies. Nik shares his path from zero outbound experience landing an SDR role at LitLink after applying on a Ukrainian job board on a whim, to discovering Clay at a small agency where he was the third hire, learning waterfalls, enrichment, and API-based personalization from scratch.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What Postindustria Does: Custom Software Development Across Multiple Domains
(02:00) 75 On-Site Meetings in One Month: How the Event Strategy Was Born
(04:05) Pre-Event Workflow: Segmenting Attendees Before Touching Clay
(06:30) Deep Company Research: 700-Word Profiles, Portfolio Matching, and ICP Scoring
(09:15) Generating Three Custom Service Offers Per Company Based on Their Stack
(12:00) Copywriting Philosophy: Strict Structure Plus AI Creativity Within Constraints
(15:16) Home Builder Campaign: Scraping Project Names to Fake a Drive-By
(18:28) Nik's Journey: Zero Outbound Experience to SDR at LitLink to Clay Agency
(20:15) Discovering Clay and Learning Waterfalls, Enrichment, and API Personalization

🔗 CONNECT WITH NIK

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Sahil, fractional GTM engineer working with companies that have small TAMs—sometimes as tight as 1,500 accounts—where mass cold email doesn't make sense and the real value comes from building smart in-house GTM systems.

We explore his highest-ROI win: not more pipeline, but faster lead routing—building an automated system that pushed positive replies straight to Slack with full enrichment context, so the SDR could call within 10 seconds instead of hours later when the lead had gone cold, taking meeting conversion from 1-in-4 replies to 20-30%. He also shares his approach for a client with only 1-2K accounts: year-round air cover across the decision maker ecosystem so cold outreach never lands out of the blue, automated job change signals triggering enriched SDR briefings with full company context and a draft email, and a dormant lead reactivation sequence pulling from call transcripts that brought back 20% of ghosted leads. His prediction: every SaaS company builds outbound in-house within two to three years, and deliverability skills become the quiet differentiator nobody talks about enough. Sahil shares his path from entrepreneur-with-no-sales-skills to B2B SaaS sales roles, to discovering Clay when there was barely any content about it, spending six months studying during his wife's pregnancy, and landing his first inbound client right after his daughter was born. His advice: don't get intimidated by the top 1%—focus on low-hanging fruit like lead routing first, and build from there.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What a Fractional GTM Engineer Does for Small TAM Clients
(02:00) Highest ROI Win: Automated Lead Routing Cutting Response Time to 10 Seconds
(03:45) 1-2K TAM Strategy: Year-Round Air Cover, Job Change Signals, SDR Briefings
(06:33) Dormant Lead Reactivation From Call Transcripts: 20% Came Back
(09:23) Sahil's Journey: Entrepreneur Bug to B2B Sales to Discovering Clay With No Content About It
(11:05) Six Months Studying During Wife's Pregnancy, First Client After Daughter Was Born
(13:18) Future Predictions: Every SaaS Company Builds Outbound In-House Within 2-3 Years
(14:19) Advice: Don't Aim at the Top 1%, Focus on Low-Hanging Fruit Like Lead Routing First

🔗 CONNECT WITH SAHIL

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Terhile, fractional GTM engineer working across two clients in the UK and US, about doing GTM work across verticals most engineers never touch—e-commerce wholesalers, boutique shops, and brick-and-mortar businesses.

We explore his campaign for a seasonal product supplier targeting boutique shops, where paid social wasn't viable because the audience skews older and offline—so he scraped businesses using OpenMart (his first time), ran a Clay agent to compare each prospect's inventory against his client's catalog, identified the gaps, and built outreach around "we can get these missing products to you in seven days"—hitting 8% reply rate on 400 emails. He also shares a bad story: forgetting to turn off Clay's auto-update after an enrichment run and watching a thousand credits disappear overnight. His prediction: GTM engineering splits into strategists and executioners, and the differentiator won't be tool knowledge but social listening and domain depth—because everyone has the same Clay table, it's what you do with it that matters. Terhile shares his path from a decade in tech project leadership, to discovering Clay via a lemlist-to-ColdIQ-to-Clay rabbit hole, building tables every day since. His advice: figure out if you're a strategist or executioner first, learn scraping and enrichment principles before tools, and don't skip copywriting.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What a Fractional GTM Engineer Does and How the Project-Based Model Works
(01:33) E-Commerce Wholesale Campaign: OpenMart Scraping and Gap Analysis for Boutique Shops
(04:29) Why OpenMart Beats Apollo for Niche Brick-and-Mortar Audiences
(05:26) The Bad Story: Forgetting to Turn Off Clay Auto-Update and Burning 1000 Credits
(07:23) Terhile's Journey: Decade in Tech Project Leadership to Discovering Clay via a Rabbit Hole
(09:00) Completing the ColdIQ Application Task and Knowing This Was the Right Path
(10:02) Future Predictions: GTM Splits into Strategists and Executioners
(11:00) Social Listening Will Separate Great GTM Engineers From Good Ones
(12:16) Same Basketball, Different Hands: Why Strategy Beats Tooling Every Time
(12:56) Advice: Know Your Strength First, Learn Principles Before Tools, Don't Skip Copywriting

🔗 CONNECT WITH TERHILE

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.