CSM @ Skale.so | B2B Business Dev Strategist & Founder at frontBrick

🌟 Business Developer | Revenue Growth | GTM+ AI | Former Goalkeeper 🧤

Stan Stojanovic

Great practical sessions on growth and marketing at unlockit conference here at Microsoft office in Belgrade ⚡️

Thanks a lot for sharing all the insights Ravish Agrawal, Enrique Hoyos and Vukasin Vukosavljevic 

Luka Dolic Stefan Savanovic

Founder @ frontBrick.io | Building Your Pipeline. Brick By Brick. | Architect of sophisticated pipeline generation strategies for ambitious B2B teams 🟢 | Founder @ unbooth.io

No alternative text description for this image

We added one thing to our ABM campaign last month for one of our clients.
A human voice.
Here's what happened ↓

We were already running:
→ LinkedIn Ads to our ICP
→ Multi-channel sequences (email + LinkedIn)
People were engaging. Accepting invites. Replying here and there.
But a lot of them just went quiet after the first touch.
So we had an SDR start calling - but only the people who already engaged.
Not cold outreach. Warm follow-up.

They'd seen our ads. Accepted our invite. Maybe even replied once.
The call didn't feel random. It felt like a next step.
The piece that made it possible: BetterContact

We needed verified phone numbers at scale - and the accuracy was genuinely remarkable. No bad numbers, no wasted dials. Just real conversations with the right people.

February results:
→ 1,252 prospects in the funnel
→ 87 replies across channels
→ 51 interested leads and 65% - 70% converted to booked meetings

Calling a warm audience is a completely different game.
When someone already knows who you are, picking up the phone closes the gap faster than any sequence ever will.

If you're running ads and outreach but not following up by phone - you're leaving meetings on the table.

Roman Hipp

Building BetterContact | Helping early-stage B2B SaaS companies with insights & ready-to-use templates

Currently building BetterContact, a B2B SaaS that aggregates various data sources to find and verify any email and mobile phone number.

Growth Co-Founder

I convert 12% of BetterContact free signups into paying customers with a simple message like: 'Hey, saw you tried BetterContact'

But this isn’t really about PLG.

It’s about how we’ve over-engineered outbound into something people instinctively ignore.

A bit of context first:

BetterContact runs mostly self-serve.
People sign up for free, try it out, and some never return.

Initially, I used to reach out with this message:

💬
'Hello [First Name],

Thank you for signing up for BetterContact - we’re excited to have you on board. You can now log in and start using the platform.

If you have any questions, feel free to reach out.

Thanks,
Roman'

Reply rates were bad. Around 3%.

And these weren’t random cold leads - they signed up themselves, and played around with the product.

And still… only 3% replied.

So I started thinking:

Maybe it’s not that most people hate those messages.
Maybe they just hate messages that sound automated.

So I stripped everything away and now send something like this:
“Hey, saw you tried BetterContact, is it working like you expected it to?”

That’s it. On average, almost every third person replies.

Outbound isn’t broken. We’ve just optimized it so hard… that we removed the human touch.

Building BetterContact | Helping B2B companies win outbound through more and better contact data

🚨 We just launched multi-source profile enrichment at BetterContact!

It was one of our most requested features, and the reason is quite simple:

If essential data like the job title or the current company is outdated/wrong, the whole lead might not be relevant anymore if he works in a completely different industry/role.

As we have waterfalling/multi-source as part of our DNA, we do not only source from 1 provider, but from multiple, and validate the data through live web crawling.

This includes fresh data like:
- person role data (current company, current job title etc.)
- person skills, education, languages etc.
- company industry
- company technographics
(and many others + more to come)

The best thing: for file uploads inside the app, it’s a new option that comes at no extra cost!

The API is a few days away from being publicly released, and the feedback from beta testers has been great so far (shoot me a quick DM if you want to play around with it)

$2.5M ARR outbound agency founder reached out. They're doing 20.000 cold calls/month, averaging a 56% enrichment rate. I thought 'solid', until we ran the math:

1. Using Apollo & Lusha, they average 56% match rate
2. Their costs average $0.36/enriched number
3. BUT, 32% end up being landline, VoIP, or invalid
4. Their dial to connect rate is 4% 
5. They make 20.000 cold calls/month
6. Turns out, they're wasting ~$2,300/month on invalid numbers

We quickly went from 'solid' (56% match rate, $0.36/number) to 'ouch' (4% connect rate, $9/conversation).

Now it was clear why this founder reached out, so we ran the same sample list through BetterContact and got:

✅ 71% match rate
✅ 2.8x higher connect rates
✅ Only 7% wrong numbers

Redoing the maths, that’s $2.5/conversation, meaning a 75% cost decrease.

PS. We haven’t even factored in the hours his SDRs are burning by dialing dead numbers. At the very least, that's in the mid-/high 4 digits, every month.

If you're doing 1000s of cold calls every month, BetterContact can make a big difference in your cost efficiency + total connects, and we should probably talk!

More than happy to do a free data test for everyone unhappy with their mobile phone data provider.

Good people. Good GTM. (And yes - good beer). Super hyped for our next Clay x BetterContact event in Munich next week Thursday

After our co-hosted Christmas Party in Berlin last December (which was very fun!), we decided to do another one - but this time in Munich.

I’ll drop the registration link in the comments 👇

Looking forward to seeing familiar faces, and meeting new ones in person!

8 weeks ago, we launched the first Waterfall Lead Finder - and immediately realized building the best one in the market is way harder than we initially thought.

Here’s what’s working - and what still needs *serious* improvement:

(+) 9/10 times we hear: “we found x% more AND fresher contacts with you vs. what we currently use”

(+) We got highly-requested filters such as max. people/company, skills, and keywords to finally work

(+) Some competitors suddenly also launched a waterfall lead finder now

(+) We did a complete UI overhaul that people seem to really like

(+) We launched an API which is currently being implemented in some of the biggest GTM platforms

But building a best-in-class lead finder is hard - we are currently struggling with things we didn’t expect were *that* hard to get right: 

(-) Job title matching → identifying real synonyms (e.g. that “Managing Director” in the UK usually equals “CEO” in the US - but not “Director” in the US), which gets tricky fast across countries and languages.

(-) Industry standardization → deciding how broad is too broad (e.g. if someone types “Finance”, should we expand it to “FinTech”, “Private Equity”, “Asset Management" etc., or keep it narrow and risk them missing half their market?)

(-) Some filters are hard to implement, such as headcount growth/leads per department etc. (though we’re making good progress there)

(-) Determining someone’s main, decision-making role — instead of surfacing a side project or secondary title first

There is still a lot of work to be done, so more than keen on every additional feedback!

This Thursday we’re hosting the Clay x BetterContact GTM Roundtables in Munich with a group of GTM leaders, founders, and operators - and there’s a lot to talk about.

According to Anthropic research, the theoretical AI coverage for Sales/GTM work is massive, yet actual observed usage today is only about one-third of that potential.

Meaning there’s still a big gap between what AI could do in GTM and what teams are actually doing with it today.

• AI agents for research, enrichment & outreach
• AI-native RevOps & GTM (orchestrating, scoring, enriching, forecasting)
• Where AI actually improves pipeline quality - and where it doesn’t

That and a lot more is exactly what we’ll dig into Thursday evening in Munich.

If you're around Munich, I’ll drop the registration link in the comments 👇

The last few weeks have been wild since we released our waterfall lead finder at BetterContact. It’s already getting integrated into some of the biggest GTM tools - and users are building some seriously cool plays with it.

Here are a few of them: 

(1) The 60-Second Website Visitor Play

One team identifies anonymous website visitors, pipes the company domain into our API, pulls the Head of Sales, enriches the mobile… and calls within 60 seconds.

They showed me their conversion rates and they are insane.

(2) The “Waterfall on Top of a Waterfall” Play

Another team built a cascade of job searches with our lead finder. 

For example: if no CRO is found, they automatically look for a VP RevOps. If none, a RevOps Manager, and so on.

They don’t accept “no result", but keep going until someone relevant shows up.

(3) The Conference Pre-Booking Play

One team collects attendee company names before a conference, runs the domains through the lead finder, pulls the most likely decision-maker… and emails them before the event.

They don’t even know who’s attending - they make a smart guess and usually get forwarded to the right person.

By day one, meetings are already booked.

Pre-event pipeline > booth roulette.

Would love to hear about more of these! 👇

“It’s safe to say you guys are the reason I’m hitting my quotas” has been one of the nicest messages I got this year.

The guy who sent me this is a sales rep at a big software company.

And they just signed a big contract with a legacy data provider.

But he’s not even really using it, and neither is half his team.

Instead, they’re running their prospects through BetterContact to get better mobile numbers and actually connect.

Hearing things like that genuinely means a lot to me.

Because behind every “connect rate” or “hit rate” metric… there’s a real person trying to hit targets, earn commission, and build a career.

If we can make that even a little easier - that’s all we're looking for.

After talking to over 200+ cold email experts over the last 3 years, I realized that most outbound campaigns fail before the first email is ever sent.

I still remember when I launched my first cold email campaign as a working student:

It went *bad* - some of the things I blamed back then:

→  my emails weren’t ‘personalized enough’
→  my copy was bad and no one wanted to read it
→  our social proof was not strong enough with the case study we put
→  our domains weren’t warmed up properly, so most likely we landed in spam

Today, after building a fast-growing company in that space, I realized it didn’t fail because of execution - it failed because outbound was the wrong growth motion from the start.

Yes, outbound can work - sometimes insanely well - but only if the fundamentals are in place.

Here’s when it actually makes a powerful play:

✅ High ACV (> $10k+)

High ACV deals grant margins for error. They allow to spend more per account, follow up longer, personalize deeper, and still have the economics make sense.

Outbound can also work for lower ACVs (we’re living proof of that), but only if the math checks out.

This is a formula that helps to determine exactly that:
(Emails Sent × Positive Reply Rate × Meeting Rate × Close Rate × ACV) – (Emails Sent × Cost per Email) = Profit

If the cost per meeting still makes sense at the end of that chain - great!

✅ Clearly defined ICP

If your target audience is broad, your message will be diluted.
Because ultimately, outbound rewards precision, and not primarily volume.
The more specific and exclusionary the ICP, the stronger the resonance.

Not the highest volume campaigns win, but those with the best offer & relevancy (having both is of course optimal).

✅ Pain-aware market

Outbound works when you’re speaking to people who already know something isn’t working.

If the pain is obvious to them, then you don’t need a 5-paragraph explanation.

You just need to articulate what they’re already experiencing - better than they can themselves.

If you first have to convince them that the problem exists, your reply rate will show it.

✅ Strong offer & social proof

Outbound is brutally honest.

If your offer is weak, unclear, or “nice to have,” you’ll feel it immediately in the outcome.

Because ultimately, outbound doesn’t fix bad positioning. It magnifies whatever is already there.

If the offer is strong and backed by real proof, there will be (almost) nothing holding it back.

Anything you would add? 👇

taplio

The Battle

Stan Stojanovic

Roman Hipp

Followers

Posts

Engagements

Likes

Performance ScoreStan Stojanovic's LinkedIn Performance

Performance ScoreRoman Hipp's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Stan Stojanovic

Roman Hipp

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Stan Stojanovic's LinkedIn Performance

Performance ScoreRoman Hipp's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreStan Stojanovic's LinkedIn Performance