Expertise / 01
B2B lead generation and ABM
Named accounts, real signals, and a person answering every reply.
Two years generating pipeline for $100M+ revenue clients across the US, Canada and India, from the first list to the handover to sales. Lists, scoring, ads, outreach, nurture, CRM and reporting are run by the same hands, so nothing falls between tools or teams.
Highlights
150+quality leads generated or influenced
$1M+new revenue from three of them
8+ABM campaigns at named enterprise accounts
3markets: US, Canada, India
Rs 8 lakha month in ad budgets, run hands-on
A lead counts when what the person wrote and their designation say so. Never on activity, never on a sales status.
What this covers
Six parts, each one hands-on. Most teams split these across three vendors and a spreadsheet.
01Lists from signalsWho uses the competitor's tool, who is hiring for the pain, who changed leaders, who bought a company, what is on their calendar. Built in Clay with Sales Navigator and Apollo, verified emails only.
02Scoring and tiersFive layers to 100: fit, incumbent tool, reason to reach out now, hiring, engagement. Under 60 nothing moves. 80 and above gets a person the same day. Disqualifiers override everything.
03Warming with adsLinkedIn ads to the named accounts for three weeks before any message. About 50 impressions each. Warmed accounts reply about three times as often as cold ones.
04Outreach playsEmail and LinkedIn together over ten days. One reason, one angle, one proof, one tiny ask. Plain text, no links in the first email. Any reply stops everything.
05Reply desk and handoverA person answers positive replies within the hour. Sales gets the reason, the thread and a cost estimate before the meeting. "Not now" gets a date.
06Nurture and reportingTier 2 gets five to seven emails over six weeks, one set per reason. One page a week: accounts by tier, warmed, replied, meetings, pipeline. Never emails sent.
How a campaign runs
1Profile and listAgree who a good account is in one page. Build about 600 that fit. Remove customers and anyone too small.
2Score and tierEnrich every account, score it, re-score weekly. A 20-point jump in a week pings the team.
3WarmAds to the top tiers. No message until an account has seen the ads 50 times or clicked once.
4PlayThe rep starts the same day the account crosses 80. Five touches over ten days, two channels.
5Report and cutOne page, 30 minutes a week. Dead plays are cut, working ones scaled, the list refreshed.
Work
Employer and clients are not named. The numbers are the ones reported internally.
| Work | What was done | Result |
|---|---|---|
| Enterprise ABM programme Listed IT services and BPM company, 2024 to 2026 | 8+ campaigns at named accounts in the US, Canada and India. LinkedIn Ads with matched account audiences, Google Ads for the searches those buyers make, email nurture, CRM lead capture. Team of three plus an agency, all of it hands-on. | 150+ quality leads, three converted for $1M+ in new revenue. Case |
| Signal-based ABM system US software company, October 2026 | 600 accounts listed and enriched in Clay, a five-layer score, a warming gate, six plays with real reasons to write, a reply desk, a 90-day plan. The sequences were built and loaded in Instantly and HeyReach, not just described. | Worked plan with an interactive scorer. Case |
| Lead judging rule 2026 | Reported conversions had been one event firing on every form, job applications included. Replaced with one goal per campaign, click IDs saved with every lead, and a weekly check against the sales tracker. | Reported leads match real enquiries every week. |
| Scoring before the CRM existed 2025 | An AI lead scoring engine that classified inbound leads by priority for email nurture while a CRM was being chosen. Later open-sourced with a live demo. | Nurture ran on time. Builds |
| Event lead generation Pharmaceutical exporter, 2023 | Event marketing at six-plus trade fairs and industry events, with the follow-up email and website work around them. | 100+ qualified enquiries. |
Numbers a campaign is held to
- Replies: cold 1 to 3%, warmed Tier 1 8 to 15%. Under 5% means fix the list, not the copy.
- Meetings: 10 to 15 qualified meetings a quarter per 100 Tier 1 accounts.
- Timing: first replies in weeks 4 to 5, meetings in weeks 5 to 7, pipeline by day 60 to 90.
- Deliverability: separate sending domain, mailboxes warmed three to four weeks, SPF, DKIM and DMARC set, bounces under 2%, complaints under 0.1%.
- Never reported as results: emails sent, open rates, click rates, impressions.
Lists and dataClay, LinkedIn Sales Navigator, Apollo, Leadfeeder
WarmingLinkedIn Campaign Manager matched audiences, Google Ads
OutreachInstantly, HeyReach
Record and routingHubSpot, Twenty CRM, n8n, Slack
NurtureMailchimp, Zoho, Brevo
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