Our thesis, tactics, and lessons from building B2B demand-generation systems. No fluff — what we actually see running real campaigns.
Outreach starts from zero every time; content is slow and can't pick the audience. Run together, each channel covers the other's weakness
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Ads rent your presence, outreach spends it chasing the moment. Content is the one you end up owning, and why we build LinkedIn into every system
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Predictability comes from many small segments running at once, not one big bet. 162 campaigns, with peaks above 90 meetings a month
Read →Ads rent your presence, outreach spends it chasing the moment. Content is the one you end up owning, and why we build LinkedIn into every system
Read →Outreach starts from zero every time; content is slow and can't pick the audience. Run together, each channel covers the other's weakness
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Brokers keep the customer. Embedded partners set the pace. The case for a direct channel that compounds and nobody can take away
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36% of small business owners believe needing financing means they are failing. That belief, not the offer, is the wall that content has to move
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Capital keeps arriving for financing platforms, but origination stays borrowed through brokers and partners. Here's the case for building it
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Silicon Valley gets the headlines, but here's a map of 16 B2B software companies built across Spain, from Barcelona to Madrid
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Same message, same list, different results. The difference is on LinkedIn, where the buyer looks up who signed the email
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The cold outreach that filled pipelines in 2024 no longer works in 2026, and the answer isn't more volume. It's coordination
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A market map of 18 GTM tools built across Europe, grouped by what they do, from finding accounts to running the prospecting
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The five things that build a cold email system from scratch, from strategic clarity to micro-lists of 100 to 500 contacts
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Most outbound stacks are fifteen tools doing the work of eight. Here's the lean version, eight layers with nothing for show
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Barcelona is quietly building world-class GTM tools. Here are ten, from finding prospects to helping reps sell
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LinkedIn is the slowest channel to drive sales but the most important in B2B, because it builds recognition and trust first
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The owner, the CFO, or a broker outside the company entirely. A message written for one lands as noise on the other two
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Product, Offer, Segmentation, Message, Copy. The same low reply rate can come from any layer, and a rewrite only touches the cheapest one
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In most B2B companies, content and outbound live in different rooms. Run as one loop, each side feeds the other
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How we decide which accounts get real effort: six indicators of urgency and one rule about where they overlap
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Finance vocabulary gets flagged as spam and CFOs read inflated claims as a reason to say no. What 105,000+ emails taught us
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Metrics tell you what happened, replies tell you why. The real diagnosis lives in reading positive and negative replies together
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After diagnosing 50+ B2B outbound systems, almost every failure traces to five bottlenecks that appear long before the first email
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Same email, same ICP, same pain in every segment. Urgency, not whether the problem existed, moved reply rates almost 4x
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After testing most enrichment tools on the market, four survived. Each owns one step: find, fill, verify, clean
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The recipient gives you a few seconds and asks three things: why care now, what result to expect, why believe you
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Cold outreach in 2026 isn't about better emails, it's about better strategy: four strategic layers and one tactical layer
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A proven offer and a clear buyer made Spain a distribution problem, not a product one. Over 200,000€ in pipeline in under three months
Read →Predictability comes from many small segments running at once, not one big bet. 162 campaigns, with peaks above 90 meetings a month
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86 campaigns, each aimed at one type of company, one role, one situation. 27 meetings with companies of up to 156M€ in revenue
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Cold email straight to financial decision-makers produced 800+ qualified leads and 292 meetings with CFOs for Sego Finance
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Clients arrive convinced cold email doesn't work for their industry. The real problem is a setup that was never built to last
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Launching an unvalidated product, we generated 65 meetings and something more valuable: market feedback that rewrote the message
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Clay's team builds credibility under their own names, each writing for a different buyer, driving around 6M impressions a quarter
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After 5,500+ campaigns, we stopped blaming the copy. A message only lands when the segmentation is narrow and precise
Read →This is how we think and execute. If you want to see how it would apply to your case, let's talk.
