Our thesis, tactics, and lessons from building B2B demand-generation systems. No fluff — what we actually see running real campaigns.
After years as B2B generalists, we're testing what happens when all our market knowledge points at financial services across Europe
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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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In most B2B companies, content and outbound live in different rooms. Run as one loop, each side feeds the other
Read →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
Read →The five things that build a cold email system from scratch, from strategic clarity to micro-lists of 100 to 500 contacts
Read →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
Read →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
Read →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 →After years as B2B generalists, we're testing what happens when all our market knowledge points at financial services across Europe
Read →
Four years ago I wrote software for Sky UK. Now I run sales, and I've realized I never truly left engineering
Read →This is how we think and execute. If you want to see how it would apply to your case, let's talk.
