CMO @ Heatmap.com

Building the future of creative operations @ CreativeOS. Using this machine to make the world a more creative place through less busy work and more time to create!

Chase Mohseni

Kale Acquisition

How do you use technology to keep your team lean?

At Kale Acquisition, we revolutionize how revenue teams operate. Leveraging cutting-edge AI and automation technologies, we empower businesses to scale effectively without the traditional overheads.
 
Our solutions have enabled clients to achieve up to 30% improved margins & reduce hours by 50% while ensuring team members engage in more rewarding, high-impact work. 

Say goodbye to the outdated notion that more team members equal more revenue. 

Join us in pioneering a smarter approach to growth, where every team member's contribution is amplified through innovation.

Co-Founder & GTM

Noibu

I manage the Up-market Business Development team at Noibu.

My job is to ensure our team has the support they need to attain their quota, and give them the tools to grow into the career path of their choosing. 

I spend a lot of my time thinking about how we can challenge any notions of what performance is currently possible, and how to make people enjoy their work environment as much as possible.

Enterprise Business Development Manager

Business Development Manager

Noibu detects errors on your eCommerce website that are costing you money, and shows you how to fix it.

Business Development Representative

Scholars At Your Service

I handle all the sales for our painting business. 
It is my job to schedule and meet with the clients, present them with a quote, collect a deposit payment, and then accurately communicate the project details to my team.
I have also built a training program for the next generation of salespeople and franchisees

Sales Manager

Bill Busters

Commercial Specialist

ELI Digital Marketing

Founder

Co-Founder of Kale Acquisition

Michael Ellis

We helped one of our clients generate over 6200 leads and $1.74M in CLOSED revenue this last year, here’s what we’ve learned:

These are a healthy mix of core principles that are good reminders + some less common insights:

🔹Other working cold channels = cold email will probably work: 
I wasn’t sold on the value prop initially despite our POC being bullish on it. That said, they had well documented playbooks for cold calls, FB ads, even D2D sales that we adapted to email copy. The result was one of the best performing campaigns we have ever run & continue to run.

To this day, the copywriting remains relatively unchanged from the first day we launched it despite numerous tests to improve it.

🔹Don’t neglect personal emails: 
Most of the revenue for this client comes for emails that end in @gmail, @outlook, etc. Sending to these emails can be a bit tricky but often gives you direct access to the owner.

Instantly.ai has been the best platform we tested for deliverability to those email types and is one of the big reasons we use them for all of our clients.

🔹Local business data is messy: 
We had a lot of false positives in the beginning, I saw an email for Build-a-bear make its way into a list of ‘Roofers’.

A lot of secondary filtering is required to have accurate data. If you are using google maps scrapers or even most databases it’s always valuable to run your own filtering.

🔹Build clean attribution as soon as you see traction: 
The reason why we know exactly how much money our client has made from our outreach is because we did this early on. Once positive replies are coming in, track leads all the way to end of the sales cycle.

Doing so allows you to visualize bottlenecks & recognize patterns that can feed back into the email outreach.

🔹Scale itself is an inherent challenge: 
Everytime we increase the sending volume, something needs to be improved.

Problems don’t scale linearly and as you start to increase volume you'll see where the bottlenecks in the system are. 

This is another reason why clean attribution is so important - never make decisions based on a ‘feeling’. 

Launching or maintaining a GTM motion is stressful and it’s very easy to make poor decisions that are emotionally guided if you don’t have data to ground you in reality.

🔹Agency specific** The client ‘isn’t always right’:
This client makes over 100 million dollars a year, so many times when they made suggestions we would assume they were right even if we had conflicting evidence.

This can happen a lot if you're not careful. Every single one of our clients makes at least 10x our revenue & it can be easy to believe that because of that, their opinions matter more.
   
Over time we’ve realized in many cases being overly flexible does more harm than good and having conviction in your proven process will avoid unnecessary detours or at the very least facilitate more productive discussions. 

If you've ran profitable cold email campaigns, any big takeaways you've had?

Mike Ellis

🏆 Over $3M in revenue generated from local businesses 🏆 Cold email expert specializing in local business outreach 🏆 | Clay & Instantly Expert | Co-Founder & GTM at Kale Acquisition

You’re throwing away about 20% of your TAM without thinking about it, here's how to get it back.

On average about 20% of all email data we pull when validated is classified as catch-all or unknown.

When you consider we’re sending emails to hundreds of thousands of people a month it adds up.

I have tried a lot of catch-all solutions in the past & they either didn’t work or were really expensive.

I had seen instantly.ai catch-all tool a while ago & was intrigued as I figured they’d have the sending data necessary to do it well.

I’ve been wanting to try it for a while and i finally got the chance to, here’s what I found after doing a small test.

Starting with a list of 8034 catchall/unknown emails:
2081+498 were sent to and good (2579)
Total replies = 73+15
Total positive replies = 21
71 bounces

1277+502 : Have an SEG, require a separate sending setup. This is also relatively new functionality they’ve added that is great.

The rest were marked invalid

If I compare with historical campaign data for this client we’re getting a positive reply for over 80ish emails we send, these campaigns do pretty well. ~1 in 100

Even if you want to keep things simple and avoid the SEGs, here’s some quick math to demonstrate the impact of this:

If 20% of your leads are catch-all or unknown and you get about 32% back that’s 6.4% leads.

On a list of 10k thats 640 more people to reach out to, on a list of 100k its 6400, on 1M its 64k! that’s a lot!

We’ve sent a little over 2M emails in the past few months, that’s over 100,000 leads we can send to!

SO in the past, creating a separate workflow to validate catch-alls has been a bit of a pain and expensive - Instantly makes this super easy and it’s pretty cheap so you should definitely check it out.

We’re integrating this into our workflow moving forward, would definitely recommend it.

December is always the month where I slow down just enough to actually think.

Not in a corny “new year, new me” kind of way but looking at what worked, what didn’t, and what needs to change so I can walk into January with real momentum.

And every time I reflect on the last few years of building this company, I keep coming back to the same thing:

I got absurdly lucky with my co-founder Roshan Kathir

People talk a lot about product, market, timing - all of that matters of course.

But the reality is when you don't have any of that stuff, the person beside you & the relationship you have with them is either going to motivate you to keep going or make you want to just give up.

Roshan is a guy who is constantly trying to improve, personally and professionally. 

We've also been really aligned on our personal development - whether it be a new insight into the importance of exercise for energy, thought frameworks or whatever else - it seems like we end up coming to the same conclusions week after week.

He always communicates in a way that makes problems smaller, not bigger. We don't always agree on everything but I know we can always have a productive conversation and backtrack quickly if one of is acting too reactively.

Not only that, our skill sets complement each other in such a way that lets us get out of each other's way and focus on the stuff we enjoy and the stuff that moves the business forward.

A lot of founders never get that dynamic, & I don't take it for granted.

I have a bunch of post ideas for this month - more personal lessons, some tactical thoughts on cold email, growth, and where things are headed in 2026 for companies targeting local.

But this was the obvious choice for what to start with. 

We've come a long way & have an even longer way to go but if I'm sure of anything it's that I couldn't have gotten here without this guy.

So if you’re thinking about starting a business, the co-founder you choose will either make everything easier & worthwhile, or make things 10x harder so choose wisely.

And if you already have a co-founder?

Take a moment to tell them you appreciate them.

P.S. Bethany Mascena Tracy gets to be in the post too because Roshan & I don't have a lot of pictures together haha

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Chase Mohseni

Michael Ellis

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