Stage 1
Define
Market definition. Decide which companies belong and what makes one worth pursuing.
- Produces
- Rules for who’s in and who’s out, the data sources to search, and the open questions.
What we build
Most of the work happens before outreach.
Campaigns are the part you see. Before them, we decide which companies belong, check the facts, qualify each one, and carry the reasons into sales. Your team contacts fewer wrong companies, and every record says why it was chosen.
Five stages, each with a clear output
Each stage produces something you can inspect, and each has a stated reason to stop a record from moving on.
Stage 2
Find
Company discovery. Build the initial company list from the sources your market actually needs.
Company research. Find the facts databases can’t reliably provide.
- Produces
- The facts each decision needs, and where each one came from.
- Set aside when
- The facts can’t be found. What’s needed to decide doesn’t exist or can’t be confirmed.
Stage 3
Qualify
Qualification. Apply clear criteria, with a person reviewing the close calls.
- Produces
- A yes or no, the reason for it, and the facts behind it. Close calls go to a person.
- Set aside when
- Sources disagree. The facts conflict, and the decision matters enough for a person to check.
- It doesn’t qualify. The company misses the commercial criteria, even if it matches a database filter.
Stage 4
Contact
Contact identification. Find the people who matter at qualified companies.
Contact enrichment. Get reachable contact details and the fields sales needs.
Account context. Carry forward the reason each company is relevant.
- Produces
- Who matters at each company, why, and whether the minimum contact data exists.
- Set aside when
- It isn’t ready for outreach. The record lacks the data or context to be contacted responsibly.
Stage 5
Launch
Prioritization. Rank qualified companies by timing signals. A signal never adds a company that failed qualification.
Campaign activation. Route each qualified record to the right outreach.
CRM and sales. Return status, context, and useful details to your customer relationship management (CRM) system.
- Produces
- A campaign-ready record, and account context and status in your CRM that sales can use after launch.
Then the loop closes. What happens after launch changes research, qualification, and prioritization, and eventually the market definition itself.
One market, five stages
How Bounce Rental Solutions’ market moved through the process.
- DefineUS party and event rental businesses, judged by how they take bookings.
- Find4,800 businesses across 42 states, found through Google Maps and niche search.
- Qualify3,950 websites researched. 3,620 businesses classified as known competitor, other software, manual bookings, or existing customer.
- ContactProspect research started only after a business was classified, so each segment was researched on its own terms.
- LaunchFive distinct segments, each routed into its own prospecting.
Ten layers, one working system
The five stages are how we decide which companies to pursue. The ten layers are what we build to act on those decisions, from market to CRM.
- 01 Market
- 02 Accounts and people
- 03 Data
- 04 Qualification
- 05 Research
- 06 Sending
- 07 Messaging
- 08 Launch
- 09 Improvement
- 10 CRM
Layers 1–2
Who to pursue
-
01
Market definition
Turn broad targeting ideas into explicit segments and clear rules for which companies belong.
What gets built
- Segment definitions
- Account criteria and disqualifiers
- Total and serviceable market sizing
You keep A written market definition and the rules that decide which accounts enter the system.
-
02
Accounts and people
Build account lists from the sources your market actually needs, then find the decision makers at each company.
What gets built
- Target account list
- Decision makers, by role
- Where each record came from
You keep Your account and contact lists, and the workflow that refreshes them.
Layers 3–5
Why they fit
-
03
Data enrichment
Add the data each decision depends on, checked across several providers.
What gets built
- Verified emails and phone numbers
- Company size, industry, and tech stack
- Hiring and company signals
You keep Enriched records in your CRM, and the provider sequence that produced them.
-
04
Qualification and scoring
Turn your team’s judgment into rules that treat every account the same way.
What gets built
- Qualification rules
- Scoring model
- Routing rules
- Review steps for unclear companies
You keep The logic, written down and running in your tools instead of living in one person’s head.
-
05
Research and personalization
Research each qualified account for a relevant trigger, using AI-assisted research to shape the angle.
What gets built
- Account research workflows
- Trigger and signal tracking
- Personalization inputs for each message
You keep Research workflows that give every message a specific reason.
Layers 6–8
How you reach them
-
06
Sending infrastructure
Set up the domains and inboxes campaigns send from, so email reaches inboxes and your main domain stays protected.
What gets built
- Sending domains and inboxes
- Email authentication (SPF, DKIM, and DMARC)
- Warm-up and sender allocation
- Deliverability monitoring
You keep Sending domains and inboxes held in your accounts.
-
07
Messaging
Develop the offer angles and write the copy for each segment and trigger.
What gets built
- Offer angles by segment
- Email sequences
- LinkedIn messages
You keep Your messaging library, with the reasoning behind each angle.
-
08
Campaign launch
Launch campaigns on email, LinkedIn, and any other channel agreed in scope.
What gets built
- Live campaigns
- Sequences loaded with qualified contacts
- Channel setup in your sending tools
You keep Running campaigns in your tools, ready for your team to continue.
Layers 9–10
What you learn
-
09
Campaign management
Test, monitor, and adjust campaigns while they run, and feed what we learn back into targeting and messaging.
What gets built
- Test plan and results
- Sender and volume management
- Performance monitoring
You keep A record of what was tested and what changed, and the routine your team uses to keep improving.
-
10
CRM and reporting
Route leads, sync activity, and report results in the CRM your sales team already uses.
What gets built
- Lead routing
- CRM sync
- Reports and attribution
You keep Reporting in your CRM that shows what the system produced.
How the layers move through the 90 days
BuildDays 1–30
We build it
We design and assemble layers 1 to 7 in your accounts and set up the campaign and CRM connections for layers 8 and 10.
OperateDays 31–60
We run it, you review
Campaigns go live (layer 8) and we manage them (layer 9). What happens changes the sourcing, data, rules, research, and messaging in layers 2 to 7.
TransferDays 61–90
We train your team to run it
All ten layers are documented. We train your owner to run the campaigns and reporting and to maintain the rules and workflows behind them.
Who owns what
- Built in your accounts
- Yours to keep
- Sending domains and inboxes, CRM fields, routing, and reports, and workflows set up in your tool accounts.
- Created for you
- Yours to keep
- Market definition, qualification and scoring rules, account and contact data, messaging, and documentation.
- Third-party software
- Your subscriptions
- Enrichment tools such as Clay, data providers, and sending tools stay under each vendor’s terms. Their costs aren’t included in our fee.
- Campaign execution
- During Operate
- We run the campaigns during Operate. After Transfer, your team runs them. We keep our reusable frameworks and general methods.
Built in your accounts. Designed to stay. When we leave, there’s no deck about what we did. There’s a working system your team runs.
Not every engagement needs every channel or tool. We agree the layers and scope before the build starts.
Your system won’t need all ten layers in the same way. The first conversation is about working out what yours needs.
Where software decides, and where people do
We automate repeatable logic. People review the decisions where a mistake is costly, so bad-fit companies stop before they reach outreach.
Automated
- Standardizing data formats
- Rule-based source checks
- Repeatable enrichment
- Routing a record whose status is known
Reviewed by a person
- Companies that might not belong
- Sources that disagree
- High-impact exceptions
- Qualification calls that are too close to automate
How we make decisions
Tools matter, but first you have to settle the market, the facts, and the judgment the tools should repeat.
- Real markets over database categories
- Start with which companies actually belong. Whatever industry filter happens to exist comes second.
- Research before automation
- Don’t automate uncertainty. Establish the logic first, then make it repeatable.
- People where judgment matters
- Use automation for scale and consistency. Keep people at the decisions with real consequences.
- Sales results over clever tooling
- The system exists to improve prospecting and sales. A complicated stack is never the goal.
Tools we’ve worked with
Clay, Apollo, ZoomInfo, LinkedIn Sales Navigator, Ahrefs, PhantomBuster, Salesforce, HubSpot, Smartlead, Instantly, HeyReach, Outreach, Loxo, Google Sheets, Cloudflare, OpenAI, LaGrowthMachine, and Unipile. Your market decides which ones we use.
The same model in four markets
The stages stay the same. The sources, facts, and qualification rules are built for each client.
Marketing servicesQualifying a new target market before outreachRead the case
Specialist recruitmentBuilding a specialist market from raw dataRead the case
Enterprise software · ServicePowerTurning Salesforce segments into outbound campaignsRead the case
Rental software · Bounce Rental SolutionsFinding rental businesses that databases couldn’t classifyRead the case