B2B Catalyst

7 years of B2B consulting experience lead to B2B Catalyst. We build revenue engines that work.

CEO/Founder

SB Builders, LLC

Changed invoicing process to dramatically reduce AR and contributed in doubling revenue, passing 80k in monthly revenue

Implemented time tracking, invoicing, project management, basic CRM, contract creation, esigning system.

Developed SOP for all of the above & trained team in SOP.

Weekly checkins on project progress and invoices

Marketing and Operations

AutoVitals

-Analyzed current sales strategy, proposed changes, and implemented
-Developed and implemented channel strategies
-Managed and trained sales development team
-Developed hiring and training process
-Hired 5+ New SDRs
-Refined sales process
-Reimplemented CRM
-Managed CRM, users, and ensured CRM data quality
-Developed initiative tracking methodology to track result of sales and marketing initiatives
-Tracked sales and marketing KPIs & developed tracking tools for team use
-Set sales development team goals
-Refined team management process

Sales Strategist

Sales Development Representative

This Side Up Global

I helped develop and improve core operating processes and procedures in This Side Up Global using Scrum, JIRA, Confluence, Lastpass, and other industry standard processes and software.

I led and/or documented meetings in the company, including Sprint Planning & Review meetings, Process Retrospectives, Daily Stand-up's, and Client Meetings. I partnered with the CEO and other team members to improve operations, processes, and other business elements.

I administrated company SaaS products, adding, removing, and editing users, accounts, and other entries. I researched new software products, tested them, and if beneficial implemented them in the company. I explored existing software and found ways to use them more efficiently.

I developed, refined, and recorded company processes and procedures. I researched cutting edge business processes and concepts and worked with the CEO to implement them in the company.

I received training in content marketing, email marketing, and exposure to Facebook Ads, Google Ads, SEO, Social Marketing, and other kinds of digital marketing.

I initiated a content marketing campaign on a Facebook group, the first article of which got 25 likes, 11 comments, 1 share, and over 100 people added to a pixel.

Process Specialist

Founder | B2B GTM | Scale without headcount by mapping your playbooks into an AI revenue engine

Be honest - how many Linkedin posts have you seen this year saying that XYZ tech/playbook/widget is absolutely essential to your GTM this year?

Probably a lot

We now have thousands of sales and marketing technologies on the market

And all of them are pitching their solution as best in class

With playbooks, agencies, influencers to sell them

And yes, we have preferred tech vendors

Here's the difference

We don't throw you in canned playbook, we actually look at your Go to Market model before making recommendations

Let me tell you a funny story

I talked with an SDR team that was booking 80 meetings a month with parallel dialers and 10k emails per SDR per month

But 60% of their meetings got disqualified

Why?

They didn't qualify target accounts before doing outreach

Tech and playbooks don't save you deploy the wrong one at the wrong time

So what do we do different?

When you work with us, we start with an assessment

We look at your funnel metrics, your best customers, your messaging/copy, and get input from your team on detailed attributes that make up a great customer

That you CAN'T find in an off the shelf tool

After that we use our knowledge of best practices and tooling to identify the biggest opportunities to unlock more revenue per headcount in your team

This could look like

> Customer analysis
> Serviceable Addressable Market Mapping (because TAM is where you lose deals not win them)
> Target Account Lists
> Automated Contact Prospecting & Enrichment
> Pipeline Validation (we build out a script, test it to book meetings for you, help you take the meetings through completed discovery with next steps, then give you a completed call framework, email sequence, and discovery framework)
> Outbound Sales Team Coaching (Phone first)
> Sales Process Optimization
> Managed Cold Emails & Cold Calling
> Inbound Lead Flow Optimization
> AI Business Case Building (which we used to open a $300k+ opp at UPS)
> Implementation of Nooks, Clay, Evergrowth, and other sales tooling

Yes, we do that under one roof

Yes, it was very hard to find a team good enough to do all of this in one place

If you want to learn more, book a time here: https://calendly.com/b2bcatalyst/your-gtm-system-audit-linkedin
> Cold Email Infrastructure

Scott Martinis

So 6sense released a surprisingly great article embracing the move from intent to signals - but they missed one critical category of signal with serious consequences

Ironically, this effectively admits that their intent data didn’t actually show purchase intent... 

Buuut I won’t knock them for telling the truth even if it's late

Why this missing category matters:

Missing it...

Kills marketing / sales alignment

Makes actual intent modeling extremely hard to scale

Removes the most reliable and scalable form of signals

And is ultimately the reason why I think intent platforms failed in the first place

6sense talks about 2 paths to get signals

“Created/Received Signals come from your own digital properties and systems. Web traffic, product usage, email engagement, CRM data, and more.”

I call these first party signals because you own the data

“Acquired Signals come from outside providers. They give you visibility into activity you wouldn’t otherwise see: content syndication, review sites, publisher networks, etc.”

I call these second party signals because you can’t independently verify the data

The most important category?

Third party signals

Public signals you acquire through structured research

Job posts, news articles, new hires, social content engagement

This category is mostly driven by growth/demand teams reinventing ABM with Clay workflows

5 reasons it’s the best category

1. Anyone can verify the signals

Sales reps trust signals they can see with their own eyeballs more

2. It tends to predict behaviour better

Public content engagement shows greater commitment

News articles either force or show company action

Job posts and hiring demonstrate a willingness to spend money on a problem

3. You can personalize off public signals without being creepy

In fact, you look thoughtful when you do

4. Lack of data isn’t a problem, it’s a signal

No hire = smaller problem

5. It’s already an account-based sales best practice

Adem Manderovic was researching job posts in 2010 to identify in market companies

Christopher Curtis was helping SDR teams overattain when the rest of their company missed… 2-3 years ago

Jacob Karp uses third party signals to build account POVs that guide all of his outbound

Put simply - 3rd party signals make sales and marketing ABM alignment possible by aligning the team around visible signals you can easily act on

If I were 6sense (or Clay) I would find a way to structure 3rd party signal data to combine with 1st and 2nd party data for profile/readiness/interest signals (another great section of the article)

Build modeling against won/loss data

While also figuring out how to surface the data in a way sellers can action in prospecting and discovery calls

Get that right… you finally live up to the promise of being a GTM crystal ball

Founder | GTM Architect | We build revenue engines that work

Mohan ‎Muthoo 💬 🇬🇧 🌍

Spring Drive

Founder

Instantly.ai

Instantly Certified Expert 🏅

Smartlead

Smartlead Certified Expert 🏅

Clay

Certified Clay Expert 🏅

Apollo.io

Official Partner 🏅

automate rev.ops.

Program Mentor

Timely

Full-cycle outbound account executive, selling CRM SaaS to small businesses.

Outbound Account Executive

INFUSEmedia

- Managed a team of BDRs across the EMEA region.
- Built and led training and development for individual reps 
- Built cold outbound strategies and tactics to execute effective campaigns across the team

EMEA BDR Team Lead (Manager)

- Refined and executed cold outbound sales development focusing more heavily on Enterprise accounts.
- Fastest ever firm promotion from BDR to Senior BDR
- Only BDR published on company website

Senior Business Development Representative

- Managed and executed cold outbound campaigns across a range of industries in the EMEA region, from SMB to Enterprise accounts.
- Focus on cold calling, emailing and social selling
- Broke the firm record for most meetings booked in a first month as a BDR

Business Development Representative

doovice

- Wrote copy for cold outbound social sales messages landing a 50%+ conversion rate for UGC
- Recruited and led a team of 10+ volunteer marketing and sales reps at universities across the UK
- Used outbound selling strategies and tactics to generate organic promotion that led to 5,000+ unique monthly visitors within 4 months (no paid marketing)
- Managed back-end CMS and content editing

Founder @ Spring Drive | Driving Growth for B2B SaaS/AI | Multi-Award Nominated | 4th Ever Official UK Clay Expert | 👉 springdrive.co

Hey there 👋 

I'm the Founder at Spring Drive - we Book You B2B Sales Meetings so you can Scale your Business without Hiring More Reps 🛠️

We've worked with B2B service agencies, Y-Combinator backed startups, globally recognized SaaS brands featured in Forbes and the Apple Store, B2B ecommerce companies, and everything in between.

We have a ton of case studies and accolades, having been nominated twice for our work (Finalist in the Standout Use of AI category at the UK Digital Excellence Awards, and for the GTM10 Awards), plus been recognized as Official Expert Partners by numerous top companies in GTM and Outbound.

Head to 👉 springdrive.co 

OR

DM me, I will reply 💬

Mohan ‎Muthoo 🇬🇧

I am looking for a GTM Engineer to join Spring Drive. 

Could that be you?!


You'll be trained by me personally getting the inside scoop on how to create successful campaigns as a Smartlead, Instantly.ai, & Clay Official Expert.

If you have experience using Clay, are meticulous and organized with an eye for detail, and are looking to build a career as a GTM Engineer, this could be for you.



Interested?

Find the application link in the comments.

Anyone tested out SmartProspect yet?

With data sourcing changing all the time, this is interesting.


Smartlead just released SmartProspect which basically means we could get tons of verified leads already in our sequencer without having to pay for the usual databases.


I'm looking at it now and it's very promising, but wanted to test coverage given that ultimately we want to ensure we aren't going to miss any part of our TAM if we use it.


I did a test of CEO:

SmartProspect - 2.1M people

Apollo - 1.9M people


Then I did a test of HR Director:

SmartProspect - 225,753 people

Apollo - 203,156


Then I did a final test of Head of Sales:

SmartProspect - 152,147

Apollo - 174,555



This is not to say that SP is *better* than Apollo - Apollo is a great database.


But I'm very pleasantly surprised at the coverage SmartProspect has - and of course the added benefit that it's right inside the sequencer is pretty neat.

Great work Vaibhav and team.

Increase B2B SaaS sales by 25% with one cold email trick.

CTA Framing. Here's the guide:

Most CTAs are lazy and generic (and smelly): 

Want to see a demo?
Interested in learning more?
Are you hearing me you owl?

Not ideal.

These feel like copy-paste. Your prospect knows it.

Here's some examples of reframes for you:

a) Do you want to see a case study?
b) Do you want to see the case study that outdid every other client we've ever worked with?

It's curiosity ladsssss.

Here's another:

Let's say you're contacting a Marketing lead at a Data Analytics SaaS.

a) Would you like a PDF on the top ways to get leads with Google Ads?
b) Would you like our PDF on how the 3 biggest data analytics companies in North America generate 50-100 leads each month with Google Ads?

Specific.

Curious.

A little bit arousing.

You get it.

The difference is stark.

This can genuinely make the difference between a 15% positive reply rate and a 30% positive reply rate.

Which would double your pipeline.

Double is pronounced "doobleh" btw.


DO YOU DO THIS OR NOT THEN GUYS?

You shouldn't offer your SaaS's free trial to leads.

Here's why (and it's not because they won't pay later)...


Many SaaS companies use their free trial as the lever to bring in leads.

The problem with this is that it puts the cart before the horse.

I.E. You're suggesting they're already interested in your product, which is why it being free is such a great offer.



But this isn't true for cold audiences (outbound, ads)

They don't even know if they care - the fact its free doesn't matter.

The average SaaS buyer has signed up for 12+ free trials in the past 6 months and actually used maybe 2 of them.



B2B SaaS companies need to create offers that actually convert on the strength of the offer itself.

When they come further down the sales funnel and are clearly interested, a free trial makes it a no brainer to commit card details.


With tools like Lovable and Replit, it's super easy to create phenomenally unique magnets and GTM assets that you can utilize to attract leads with a number of different kinds of offers:

- interactive landing pages
- calculators and quizzes
- simple games that are built around the prospect's pain

You can also create micro services like custom setups and audits that are valuable by themselves.


But most companies I see don't do this - they say:

'here's what our tool does...we have a free trial, fancy a chat?'


The landscape is far too competitive now.

Level up.

Your lead magnets suck - if they're not getting tons of positive replies.

Here's the 4 tenets to transform them into ones that people love.

In a lil video.

Just a lil vid.

Booking meetings every day for a B2B SaaS at Spring Drive

And it's cold outreachhhhhh


Yes that's right, it's not dead - despite what you might hear on the radio!

If anyone got that joke i'd love to know.


Anyway, the right Resonance Strategy can mean massive pipeline value - daily, weekly, monthly.

Just pick the right partner and give it time to cook.

I guess we're presidential now

Sc of us booking a Director at the Obama Foundation for a client.


Sure, it wasn't Barrack himself...

Or was it...

okay no it wasn't

But it's a big strategic account to send through the pipeline.


No personalization except for using Clay to abbreviate the role and insert it strategically into the email.


*fair warning*:

Cold email is dead guys please stop sending immediately or you might book meetings.

We 'compel' prospects to book meetings with our B2B SaaS clients.

Their words, not mine. Here's how:


Balance theory.

You need to assess your assets in the context of your market to understand how to become compelling.

Assets
- Social proof
- Lead magnets
- Offers
- Pain data
- Personalization

You need to cross reference these and ask yourself, do any of our assets here STAND OUT in the CONTEXT of our market?

Genuinely though.

If you think your ebook on how to improve ad performance is stand out to ecom founders in the US, you don't understand your market at all.

Most people do not build stand out assets at all.

They simply do what they think LinkedIn is telling them will work.

"let's use this trigger and add pErSoNaLiZaTiOn'

seriously...?

If have genuinely intelligent personalization that hardly anyone else is likely to be using and its relevant...

Then yes, hammer it son.

9/10 - this is not the case.

At Spring Drive we use our messaging strategy framework and experience to spend a lot of time ideating insanely stand out ideas for our clients that we can A/Z test heavily.

That's how we get results whilst everyone else is testing personalization and triggers and getting confused as to why nobody cares.

Don't believe the hype.

Balance theory.

Screenshot below from a client campaign at Spring Drive.

Okay guys I'm going to share this one because it's very decent even though I don't normally do these posts.

Smartlead are doing a Black Friday Flash Sale for both Smartlead and Non-Smartlead users:

 - 100% free Admin Google & Outlook mailboxes for the first month.

- No Minimum order size

- The email infrastructure setup is done for you.

- US IP Mailboxes

Doing outbound properly means a robust infrastructure and that can add up, so this is pretty neat.

Also btw, this is absolutely the time to stock up on a ton of inboxes too because everybody should be warming up infra over december to launch hard at the start of Q1.

Cart time.

About to tell prospects about your B2B SaaS's features?

 WAIT - read this first.


I think we've moved passed generalized outcome statements in outreach.

Focusing on the end result, in many cases, leads to trite messaging like:

'10x your revenue' or 'saves you 15 hours per week'.


The market is too mature for that now (in 90% of cases).

But the fallback for many companies is to say, well, let's tell everyone about our amazing features.

This is even more common in complex SaaS tools where summarizing its core value is actually quite difficult because there's just so many ways it can help.

The issue there of course is that, guess what - nobody actually cares about features, inherently.

They do, in fact, care about outcomes.

hmm, tricky.


So what do you do to book prospects into more sales meetings?


Specificity.


You should still focus on outcomes and results, but they HAVE to be framed with specificity.

Look at these examples:


"Our tool saves you 10 hours per week manually sending invoices" - 2/10 (Bad).


"Our tool saves you 10 hours p/w sending invoices with our AI sequence generator" - 4/10 (still pretty bad, just AI washing)


"Our tool uses AI to cross-reference your clients with the right retainer values and puts together a 7-step email sequence to chase payment with easy-pay links embedded, reducing payment time to under 5 days and boosting cashflow".

Now we're talking.

It cuts through both features and outcomes with far more sophistication.

It visceralizes for the prospect precisely what outcome they're getting.

And how it does that, at the same time.

The outcome. The experience. The opportunity cost. The time saved.

All embedded in a line built around specificity.

Will you book sales meetings with AI-led B2B SaaS outreach messaging?

It depends on this 1 question:


A lot of B2B SaaS companies are, understandably, integrating AI into their tools as part of their product offering.

Makes sense.

I'm talking front-end customer use, not back-end for the company.

But, the wave of AI washing over the market is gaining pace rapidly.

And the messaging will get trite if it hasn't already.



So, to know if adding that AI feature into your messaging will work

Ask yourself this:


Does the AI function you've added solve something which was not possible or feasible before, or which was possible but costly (time or money) 

AND 

which customers were trying to do anyway because it was that necessary to them?


The final part is really crucial.

I see a lot of AI functionality which is really adding negligible value.

"Here's something you didn't truly care about, but you can do it now really quickly and cheaply with AI"

Day 1: omg that's so cool

Day 2: yeah it works decently

Day 3: i really need to get back to focusing on what matters to running the business


It's fun to play around with, and then nobody truly cares about it.


These can be great lead magnet use cases - don't get me wrong.

But pipeline conversions will likely suffer without a robust strategy behind the feature.



Just something to think about.

Earlier this year we were selected as a Finalist at the UK Digital Excellence Awards.

For a cold email campaign. This was it:


We were shortlisted as a Finalist along with 2 other companies for the 2025 UK Digital Excellence Awards under the category Standout Use of AI.

This was for one of our outbound campaigns that generated over 130 leads and 2 closed deals for a client in the first 4 weeks.

Part of the reason we were selected was a conditional logic workflow using AI to find relevant information on prospect websites, scoring them, and then using AI to format the wording so they could be inserted seamlessly into an email and sound completely human.

We did this with Clay.

And we continue to run great campaigns that generate pipeline for clients at  Spring Drive.

But here's something you should know - not every offer is built for cold email.

If you're targeting IT decision makers? Forget about it.
Only targeting Enterprise domains? Use is manually with multi-channel.
Got no social proof for a results-based service? Forget about it.

And ALWAYS A/Z test.

Booking sales meetings for B2B SaaS daily at Spring Drive.

With Resonance Strategy.



Want to know how? DM me.

(screenshot chat with a client of ours below)

Leads vs Meetings - do you know the difference?

A warning to B2B SaaS companies:


If you're considering hiring an agency to deliver you 'leads' - be sure you know what that means.


I once told a company I'd expect we'd deliver around 10-15 meetings a month for them, and they replied:

"But the other agency said they would deliver 30 at around the same cost?!"


I asked them...'Meetings? Or leads?'

Them: 'what do you mean? They said 30 leads.'

Me: 'A lead is someone who has replied with interest - they haven't yet agreed to a date and time to meet with you. They may not agree at all. How many meetings are people agreeing to from those leads?'

Them: 'Oh right yeah, I think its positive replies. Leads.'


Nothing wrong with leads as value btw - but you should always ask an agency you're considering working with: 

'what do you mean by a lead?'

Different agencies use the word leads in different contexts, but the value can be massively different.

Just a gentle notice.

Very gentle.

You should not use cold email to grow your B2B SaaS/AI.

IF this is true:


Cold email is still in my opinion of the most powerful ways to scale revenue fast.

For many companies, cold email is the difference between 5 closed deals a month and nothing.



But if any of the following are true, you might not be a good match:


1. Your ICP is IT focused

IT generally hate sales outreach - we turn down companies that mostly target them.


2. Your TAM is small.

It's just harder to create sustainable pipeline from.

Fancy workflows you see getting 20 leads from 280 contacts looks great - but these campaigns usually do not replicate at scale month over month.

You might have a great month or two - then you're lost.

We like to work with companies that have at least 80k prospects minimum in their TAM.



3. You're afraid of rejection

Being told 'don't contact me again' in sales is like getting a bruise in sport.

If you're scared of getting a bruise, sport isn't for you.

Giants like Salesforce built billion dollar companies off the back of sales teams getting rejected constantly.

They just built systems to close the deals that did come through...

And didn't get shaken when someone said no.



4. You're not committed to A/Z test and be creative

If you haven't tested something in the market, you don't know what will happen.

The best results are usually the most recent - because you only getting better from a/z testing and iterating over time.

Companies that want to see amazing stuff from day 1 usually suffer because they never give themselves the opportunity to reach pipeline momentum.


But, if these don't apply, you could be getting 10-30 meetings every month and closing deals, scaling your B2B SaaS easily just with cold email.

To convert a lead to a booked meeting, you need a Pipeline Variant.

Here how to do it in 3 steps:


When a lead replies positively, there's still work to be done to book them to a meeting.

But most companies just follow up asking them for a meeting.

Hounding them like, like a, a, hOUnd dog.


The issue with this is you're not making them *want* a meeting.

Which should be your goal.


Nobody wants to give you their time - you have to convince them.

The prospect will think: 'well i'll just check them out online and gauge if I care based on that'


So you need a distinct strategy in place for why they should attend a meeting.

I call this the Pipeline Variant.

And I expect royalties.


Ask yourself:

'What can you give/show them in a virtual meeting that they cannot reasonably expect to find online?'


This dramatically increases booked meeting numbers.


The concept is maintain some balance - don't give everything away in the email, precisely so you can hold something back to book the meeting.


Ideas include:
- audits (have to be framed correctly)
- building their custom setup together on a call
- showing them proprietary data unavailable anywhere publicly

Get creative and you can really get people wanting to put time aside for you.

Cold email rewrite time...

How a simple offer got complicated.

taplio

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Mohan ‎Muthoo 🇬🇧

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The Battle

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