CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

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Joe Wheatley

Bill Stathopoulos

Founder

👋 I'm Bill, and here's my story:

1. Building SalesCaptain, an Outbound & AI GTM agency for B2B SaaS to $3M+ ARR, while being a digital nomad for 4 years.
2. Authored a book - "Cold Email Secrets"
3. Scaled a Growth Marketing Agency to $1M ARR at the age of 28. Grew the team from 7 to 25+ employees in 3 years. Closed clients like Nestle, Revolut, GE, and the Singapore Airport.
4. Helped multiple startups go from zero to $5M+ revenue in 18 months since 2015
5. Trained 2,500+ Growth Marketers in the last 5 years
6. Built the speakers lineup for Ad World, with 50k+ attendees and 100+ speakers, making it the largest advertising conference in the world
7. Interviewed Seth Godin, Scott Galloway, Arianna Huffington, Rory Sutherland, the CMO of Samsung, the CMO of Hubspot, and 30+ world-class Marketing executives.
8. Published the book “Cold Email Secrets”, the bible of modern Outbound & GTM. 
9. Named “Top Lead Generation Voice” on LinkedIn in 2024
10. Became the Clay Club Host in London, leading a team of 15+ GTM Engineers

What you'll get working with me:
🧲 Your Go-To-Market (aka GTM) Strategy
🏀 Optimize your Marketing channels; make the most of your budget
🏆 Build systems for User Acquisition, Activation, Retention, and Revenue

Peace, love & growth ✌️

Bill

Co-Founder

We build and scale Outbound Sales systems that include multi-channel prospecting, lead response, and our cutting-edge processes to help you build your business.

This is the exact stack we're relying on to get us to $6M ARR. 
After working with 70+ GTM teams, testing 125+ tools, here is what stayed.

To get from $0 to $3M we ran a much bigger stack.
It worked, but the tools got better and we got smarter about what we actually needed.

So we simplified our stack.

This is what stayed, organized by job to be done:

0. The Engine

→ Clay: data orchestration. Every source plugs in, every workflow runs through it
→ n8n: where our agents live and automations run 
→ Claude: research, intelligence, copy

1. Finding the right accounts 

→ Apollo: targeted lists 
→ LinkedIn Sales Navigator: full stakeholder mapping 
→ Ocean.io: lookalike companies once you've nailed an ICP

2. Capturing buying intent

→ RB2B: identifies warm website visitors
→ Trigify.io: catches LinkedIn engagement signals before your competitors do 
→ Common Room: monitors your CRM accounts and flags when it's time to reach out

3. Getting clean contact data

→ FullEnrich: phone + email waterfall 
→ Prospeo: fills the gaps for specific cases 
→ ZeroBounce: validate before you hit send

4. Personalizing at scale

→ Claygent: account research on autopilot 
→ Twain / Octave: purpose-built copy tools for teams that want alternatives

5. Reaching out
 
→ lemlist: best multichannel 
→ HeyReach.io: LinkedIn DMs at scale, zero bans 
→ Instantly.ai: cold email with warmup + rotation built in 
→ Salesfinity: cold calling that actually books meetings

6. Closing and tracking
 
→ HubSpot: still the best CRM if you use it right 
→ Attio: our recommendation for teams under 50 
→ Qwilr: proposals that move deals forward async 
→ Sybill/ Claap so reps spend time selling, not taking notes

That's 23 tools across 6 layers.

The catch is: you don't need all of them.

We run this many because we work across 70+ clients, different industries, different ICPs, different motions that are built for their specific case.
(What works for a PLG SaaS won't work for an enterprise services firm.)

But the logic behind every tool is the same:
Signal → Enrich → Personalize → Reach out → Close → Learn
Each tool has one main job, each job feeds the next.

What's the one tool you'd never cut? 👀

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search-magic

salescaptainio

scicord-llc

pixofix

madbold

CEO, SalesCaptain | Clay London Club Lead 👑 | Top lemlist Partner 📬 | Investor | GTM Advisor for $10M+ B2B SaaS

The best multichannel platform? Built in France. 
The best orchestration tool? Built in the USA.
The best LinkedIn outreach tool? Built in North Macedonia.

GTM is a global game now, and Silicon Valley doesn't own it anymore.

The GTM ecosystem is exploding globally, every week there's a new tool from a new team in a new country, so I mapped the full picture.

60+ tools, 15+ countries. 
Every function covered.

Data Orchestration 
Clay (🇺🇸)

B2B Databases 
ZoomInfo (🇺🇸) 
Ocean.io (🇺🇸) 
Cognism (🇬🇧) 

Data Enrichment & Finding 
FullEnrich (🇫🇷) 
Prospeo(🇫🇷) 
Findymail (🇫🇷) 
BetterContact (🇫🇷) 
LeadMagic (🇺🇸)

Data Scraping 
Apify (🇨🇿) 
ZenRows (🇪🇸) 
Serper (🇺🇸) 
PhantomBuster (🇫🇷)

Email Outreach 
lemlist (🇫🇷) 
Instantly.ai (🇪🇪) 
Smartlead (🇦🇺) 
Salesforge.ai 🔥 (🇪🇪)

LinkedIn Outreach 
HeyReach.io (🇲🇰) 
Expandi (🇳🇱) 

Cold Calling 
Orum 🥇 (🇺🇸) 
Salesfinity (🇺🇸) 
Aircall (🇫🇷)

Intent & Visitor Signals 
Common Room (🇺🇸) 
Unify (🇺🇸) 
Warmly, (🇺🇸) 
RB2B (🇺🇸) 
Trigify.io (🇬🇧) 
Dealfront (🇩🇪) 
Snitcher (🇳🇱) 
Albacross (🇸🇪) 
Fibbler (🇸🇪)

Personalization & Copywriting 
Twain (🇩🇪) 
Octave (🇺🇸) 
Humanlinker (🇫🇷)

Account Research
Relevance AI (🇦🇺) 
Captain Data (🇫🇷)

Email Deliverability & Validation 
MailReach (🇫🇷) 
Folderly Inc. (🇺🇦) 
ZeroBounce (🇺🇸)

CRM 
HubSpot (🇺🇸) 
Attio (🇬🇧) 
Pipedrive (🇪🇪) 
folk (🇫🇷) 
Breakcold (🇫🇷)

Deal Closing & Revenue
Gong (🇺🇸) 
Momentum (🇺🇸)
Attention (🇺🇸)

AI Note-Taking
Fathom (🇺🇸) 
Sybill (🇺🇸)

AI Video & Voice 
Synthesia (🇬🇧) 
ElevenLabs (🇬🇧)

LinkedIn & Ad Analytics 
AuthoredUp (🇬🇧) 
Crono (🇬🇧) 
Influencers.club (🇲🇰)

What's the best GTM tool from your country that didn't make the map? 👇

The global GTM Map

Unpopular opinion: Claude Code makes Clay completely useless.


Here's why that's also completely wrong.

Everyone on LinkedIn has watched one Claude Code tutorial and is now ready to cancel their Clay subscription. I get it. Claude Code is genuinely impressive.

We build (some things) in Claude Code ourselves. It's powerful.
It's also exhausting to maintain.

Let's be honest about what's actually happening here.

Yes, you can build what Clay does in Claude Code.
You can replicate the enrichment logic.
You can connect the APIs.
You can automate the workflows.

What you can't replicate in an afternoon:
- 150+ data provider integrations with built-in load balancing
- Waterfall enrichment that handles errors neatly
- Processing 10,000+ rows without the context collapsing on itself
- Seeing exactly what broke and fixing it in 30 seconds

When Claude code makes a mistake, it can make a big one, quietly, at scale.
Clay shows you the error, Claude Code sometimes just... moves on.

The real question was never "can you build it?"

It's: is it worth building for your stage?

👉 If you're early stage, testing messaging, and need to show pipeline in 2 weeks, Clay wins.
You want to be running campaigns, not debugging pipelines at 11pm.

👉 If you have a seasoned GTM engineer, stable playbooks, and the runway to build custom infrastructure, then maybe it's worth it.

Signals aren't everything, and neither is the shiny new tool.
The companies that are wining outbound now, are the ones who know exactly which tool to use, and when.

Attempt to change my mind in the comments.

Clay hit $100M+ ARR without a traditional sales army.
Because Clay's best customer is Clay.
 
They use their own product to run their entire GTM, and it helped them scale to $100M ARR and a $5B valuation, serving 15,000+ customers including OpenAI, Canva, and Google.
 
This Thursday, at 🇬🇧 Clay Club London, Clay's Co-Founder Varun Anand is breaking down the actual operating model.

You’ll see:
- How Clay uses Clay internally
- How website intent becomes outbound action
- How workflows replace manual prospecting
- What stays human, and what doesn’t
 
Plus:
Yash Tekriwal 🤔 is walking through Clay’s internal education and enablement engine.
lemlist and Dealfront are joining the operator roundtable.

And I’ll be doing a live breakdown of how we build signal-driven GTM systems for clients right now.

Real workflows + open Q&A.

If you're in London, you don't want to miss the insights (and the people) in this room.

Registration link is in the first comment.

See you there 🔥 😎

Cold email took us from $0 to $3M ARR.
It's on its way to getting us to $6M ARR and we're giving away the playbook for free.

I started with no connections, no warm intros, no network.
Just cold email.

It got me meetings with Arianna Huffington, Satya Nadella, Steve Wozniak.
It built SalesCaptain from the ground up.
It landed us meetings with Uber, BlackRock, Diageo.

All following this exact guide.

Here's what's inside:

→ The 2-question framework (Why Me + Why Now) the only filter that matters before hitting send

→ The execution layer: 6 components that turn strategy into campaigns that scale

→ Infrastructure breakdown: we tested major providers of Infra and sequencers so you don't have to

→ Our exact cold email stack: what we run daily for multi-domain outbound at scale

→ Real campaign example: 35% reply rate, here's the exact flow and email and why it worked

→ Budget-based recommendations for cold email infra: What you should get at $500/mo, $1-3K, $3K+

This is the system behind the first $3M ARR.
And the foundation for the next $3M.

1️⃣ Make sure we're connected
2️⃣ Comment below and I'll send it over.

We generated $394K New ARR for an HR SaaS company using the most cost-efficient outbound stack.

This was B2B SaaS selling recruitment services to HR Directors, Heads of People, and TA Leaders.
Outbound already worked, but the goal was making it repeatable across regions without adding headcount.

Recruitment is a LinkedIn native field, so our flow started there:
- Hiring signals (live job posts, expansion activity) identified the timing.
- First touch points happened on LinkedIn
- LinkedIn filtered who got the email next: If they engaged (profile view, connection accept), they entered the email queue. If not, they stayed out.

The stack:
We tested running the motion through the Forge ecosystem:

Leadsforge - Search Engine For Leads 🏎️ → ICP build, enrichment, hiring signals, account entry logic
Warmforge - Land In The Primary 🎯 → Email deliverability monitoring, sender reputation protection
Salesforge.ai 🔥 → LinkedIn + email sequences, engagement tracking, inbox health, reply routing

Results over 90 days:
21% reply rate (LinkedIn → email path)
710+ demos booked
17–18 per week sustained
$394K New ARR generated

Within the next 90 days, 3 other HR SaaS companies saw this and signed with us to run the same motion for them.

Full breakdown below.

What's one channel combination you've tested that moved reply rates by 2x or more?

I bet you’re only using 20% of Clay’s capabilities.
If you’re using Clay as just a sales tool,
I already won the bet. 💰

Clay isn’t a sales tool.
It’s a GTM orchestration layer.

GTM teams buy Clay to build better lists.
Then they realize it’s the connective tissue across EVERY GTM function.

Here’s what changes when Clay is implemented org-wide:

- Sales and Marketing stop working different accounts
- AEs enter calls knowing why now, not just who
- RevOps builds workflows that actually get used
- Leadership sees signal attribution instead of vanity metrics

Our content team at SalesCaptain even uses Clay to build backlinks at scale for SEO.

When one function uses Clay → better data
When the whole org uses Clay → coordinated GTM motion

I broke down how each function (SDRs, AEs, RevOps, Marketing, Leadership) actually uses Clay when it’s implemented correctly.

Save it and share with your team.

What's the most unexpected/ creative way you've used Clay?

Apparently ChatGPT thinks I work in some sort of GTM call center.

"Hello, this is Bill from SalesCaptain on the GTM hotline.
What’s broken in your GTM?"

Comment below and I’ll help you fix it 😉

P.S. I promise I won't say turn your Outbound Off and On again.

$45+ Billion in GTM software valuations, from just 9 tools on this map!!
There are 80+ on here!

(And most weren't built in Silicon Valley.)
 
V2 of the 🌍 Global GTM Map is here.

After dropping the first GTM map last week,
the comments became a map of their own.
Founders and GTM operators tagging tools, adding countries, calling out what I missed.

So I updated it.
 
+20 New tools, +3 new countries, same mission:
Showing that GTM is now a global movement.
 
A few things that you can see from the map:

→ There is a concentration of tools in France, UK and Estonia
→ France is leading enrichment
→ Estonia coming strong in email outreach
→ The US still leads on signals and intent
→ The UK is dominating AI video & voice
→ Bulgaria, Canada, and Ireland just joined the map
 
The tools that got the most love in the comments:

🇺🇸 Clay
🇫🇷 FullEnrich 
🇫🇷 lemlist
🇪🇪 Instantly.ai
🇲🇰 HeyReach.io
🇺🇸 RB2B 
🇬🇧 Synthesia
🇬🇧 Attio
🇺🇸 Zapier 
🇩🇪 n8n

New additions include:
🇺🇸 Lovable 
🇫🇷 Claap 
🇧🇬 clearcue.ai
🇨🇦 EmailBison
🇮🇪 Trigger.dev
🇺🇸 Chili Piper
🇺🇸 Artisan
🇺🇸 Calendly
🇳🇱 Signalbase
 
What's the best GTM tool from your country that didn't make the map?

We analysed 6,000+ signals across 200+ B2B campaigns.
These 9 generated $2M+ in pipeline.
The rest were just noise.

Last month we ran a webinar with lemlist about signals, 1,200 people showed up.
Most of them had the tools, Clay, RB2B, Bombora... you name it.

They all had signals,
But almost none had a system for what to do with the signals.

They had the tools, not the playbook.
So we wrote it for you.

A comprehensive resource (9 chapters) on:

→How to find the signals UNIQUE to your business (that your competitors don't have)

→ How to prioritize the accounts they surface (the exact scoring matrix) 

→ What to do at every stage: TOFU, MOFU, BOFU 

→ What to say when a signal fires (the AI personalization framework) 

→ 17 signal types + the full GTM tech stack to run it all

Everything we use at SalesCaptain and across 70+ clients
Nothing held back.

Comment SIGNALS and I'll send it over.

We went from 2 meetings to 20 in one week (X10)
Same targeting, same tools. Only the offer changed.
Here's how you can apply that.

CHANGE 1: We stopped pitching, we started giving.

❌ The old email asked for 30 minutes from a stranger.
Nobody gives 30 minutes to someone they've never heard of.

✅ The new email offered something they could use immediately.
No pitch, only value upfront.
The rule: your first email should give before it asks.

CHANGE 2: The subject line became the offer

❌ "Programmatic ad solutions" = something you delete without opening.
✅ "Brand safety exposure report" = something you forward to your C-level.
Your subject line's only job is to earn the click.

CHANGE 3: One idea, one ask, zero friction

❌ The old version talked about features, outcomes, and process.
✅ The new version said: here's one specific thing you'll get, here's why it matters, do you want it?

Match the ask to the trust level.
First email = tiny ask. (Not a call, not a demo and not a proposal. (Asking for 30 minutes in the 1st email is the equivalent of proposing on the 1st date)

"Want me to send it over?" is almost impossible to say no to.

How to find YOUR version of this offer in 10 minutes:

Every B2B product or service has a "free thing" hiding inside it.

1️⃣ Write down your ICP's #1 fear right now, not their problem, their fear

2️⃣ Ask: what do we know that they don't? That's your offer

3️⃣ Name it like a product: "Revenue Leak Report" not "free audit", "Pipeline Gap Analysis" not "quick chat"

4️⃣ Make the CTA a yes/no question with zero commitment attached

The tools behind this campaign:
Clay → ICP targeting + contact enrichment
Findymail / BetterContact → verified emails + direct dials
lemlist → sequencing + inbox rotation
Claude / Twain → offer iterations + copy testing

What service do you sell? drop it in the comments and I'll tell you what your "free thing" should be.

We've built signal strategies for 100+ accounts, some doing $35,000,000 ARR.
And most of them were making the same mistake. Skipping 1 step.

They see a signal.
They send an email.
No enrichment, no filtering, no scoring. 
Just: signal → email.

So, we helped them apply our C.E.A. Framework, just 3 steps:

Step 1: Capture 

Identify the signals that matter to your specific case, and collect the data.
- Website visits
- Product signups
- Conference attendees
- LinkedIn engagers.

The source matters less than the habit of collecting consistently.
Tried and tested tools you can use: 
RB2B
Warmly,
Trigify.io
Common Room
Unify

Step 2: Enrich 

⚠️ This is the step everyone skips.
Just because a signal fired doesn't mean you should act on it.

When someone visits your website, ask: 
→ What's their company? 
→ What industry? What size? 
→ Do they actually fit your ICP?

Enrichment + ICP scoring is what separates worthless signals from pipeline.

Tools you can use here: 
Clay
FullEnrich
Apollo
LinkedIn Sales Navigator

Step 3: Act 

Action doesn't always mean "send email."

It might mean: 
→ Assign a task to an AE 
→ Log the signal in your CRM 
→ Trigger an automated sequence 
→ Send a Slack alert for high-value accounts

For 1,000 product signups, you don't want every one touched by a rep! Segment first
Then decide who gets human attention and who gets automation.
Tools: 
lemlist
HeyReach.io
HubSpot
n8n

P.S. We're giving away #10 free custom GTM & Signal Plans this month. 
You can book yours using the link in the 1st comment.

A client was celebrating 8% CTR, "best engagement we've ever had."
We ran our 3-signal validation.

❌ No traffic lift 
❌ Zero target accounts on their site 
❌ Outbound visitors bounced 2x faster than organic

They were optimizing for a vanity metric.

Here's the problem with Outbound in 2026:
- Open rates? Privacy protections killed them. 
- Click-through rates? Interest is not buying intent. 
- Volume? "We sent 50k emails" is meaningless and kills relevance.

The only metric that still tells the truth: 
Positive replies from the right buyers.

Not meetings booked. 
Not pipeline "potential." 
Actual people replying with intent.

Reply rate is the North Star, BUT we never look at it alone.

Here's how we validate reply rate at SalesCaptain

We validate it with 3 supporting signals:

1️⃣  Traffic lift Overall: site traffic increases when outbound launches, even without click tracking.
2️⃣  Visitor-to-account matching: We match site visitors against targeted accounts to see who's paying attention.
3️⃣  User journey comparison: We compare how outbound-driven visitors behave vs. everyone else.

Together, these tell us: 
→ Are we reaching the right audience? 
→ Are they actually interested? 
→ Is this channel ready to scale?

What we did with that client: 

We rebuilt the ICP, rewrote messaging around 2 live signals, and re-launched.

→ Positive reply rate: 0.1% → 0.8% within the first weeks
→ Traffic from target accounts: +40% 
→ Cost-per-meeting: down 22% in 60 days

The 8% CTR was completely irrelevant.

Replies still mean what they always have: 
someone read your message and chose to respond.
That's the clearest signal outbound gives you.

What metric is your team's North Star right now? 🌟 

(Genuinely curious, the answer usually tells a lot about how you can grow your pipeline)

If you want to run this audit for yourself, comment CHECKLIST and I'll send you the exact 3-signal validation framework we use before scaling any campaign.

Every agency founder I know is working harder than ever and making less than they should.
I was one of them.

When we started SalesCaptain 4+ years ago, we had 30 people doing manual data work.
List building, ICP validation, enrichment...

It worked,
campaigns performed,
clients were happy.

But every new client meant more headcount. 
More headcount meant more costs. 
More costs meant pressure to win more clients just to break even.

I knew this had to change.
Then in November 2023 I came across Clay.

The interface looked exactly like the workflow our data team was living in.
Except one column was doing what 6 people used to do.

We didn't wait to see where this was going.
We restructured SalesCaptain the next month.
30 data people → 5.

Not because we wanted a smaller team. 
Because we saw where "the agency model" was heading.

Here's the difference between the old model and what we run now:

The old model ❌ 
→ More clients = more headcount 
→ More headcount = more cost 
→ More cost = pressure to win more clients just to break even 
→ Repeat until you hate the business you built

The new model ✅ 
→ More clients = more AI 
→ AI handles the volume = team stays lean 
→ Team stays lean = margins that actually grow 
→ Real margins = you can hire for the roles that actually matter

Today the 5 became 12 people.

GTM Strategists who own the strategy, messaging, cross-channel execution and revenue metrics (the things AI can't replace).

GTM Engineers who handle the technical implementation, LLMs, data sources, tech stack integration and API connections. They build what the strategists design.

The strategists think.
The engineers build. 
The AI executes
AEs close.

We hit $3M ARR and we're on track to double it this year.
Not by doubling the team, by building the right team.

What does your team actually look like right now? 👇

I reviewed 200+ GTM strategies in the last 6 months
The same 11 mistakes keep showing up.
and they are killing your outbound.
 
The pattern is always the same:

- Measuring activity instead of pipeline.
- Treating all accounts equally instead of using fit × engagement.
- Acting on single signals instead of behavior clusters.
- Automating before the system works manually.
...
 
The teams getting 15%+ reply rates aren't doing anything magical.
They just stopped making these mistakes.

They measure GTM on qualified pipeline, not emails sent.
They prioritize accounts that show intent, not static lists.
They design workflows on paper first, then automate what converts.
They treat deliverability as an audience problem, not a technical one.
 
Remember that the market is the only judge.
Not your activity metrics.
Nor your sending volume.
Not even your AI tool.
 
If your pipeline is flat, you're making at least 3 of these mistakes.
Scroll through to see the mistakes and how to fix them.
 
Confession: When I started out, #4 cost me $20K and 6 months of terrible campaigns.
Which mistake taught you an expensive lesson?

1,200 GTM ops just upgraded their signal strategy.

Last Thursday's webinar exposed the gap every GTM team is facing:

Old way: Hire BDRs → spray & pray → hope for 2%

New reality: Your CRM shows 500 website visits but can't tell you if it's 
Microsoft or a 5-person startup

In Oprah's voice: "You get signals, and you get signals" 
But you don't know which ones matter.

Here's the 4-step framework we shared with Erwan Gauthier (lemlist):

1️⃣ Signal capture: Track what's happening (visits, signups, job changes) 

2️⃣ ICP scoring: Does this company actually matter? 

3️⃣ Behavior scoring: How engaged are they really? 

4️⃣ Action: Route to sales, automate follow-up, or ignore

Here's how this works in practice 👇 

One SalesCaptain client (an AI social listening platform tracking 2M+ sources) wasn't converting first calls.

Using the framework: 

1️⃣ Signal capture: Monitored dormant accounts 
2️⃣ ICP scoring: Filtered for enterprise accounts only 
3️⃣ Behavior scoring: Tracked repeat website visits + sales deck views
4️⃣ Action: When high-value accounts reactivated → direct calls

Result: Closed Domino's as a client 🍕 

The difference between those who generate pipeline and those who don't is knowing which signal = which action.

Comment SLIDES and I'll send you:
Full webinar recording + deck
Some free goodies from SalesCaptain x Lemlist 😉

I'm eager to hear what do you think of this, 
Which one have you been relying on more, Claude code or Clay?

https://lnkd.in/dJJeCtRF

A framework for writing an offer that X10 your meetings booked, and how to find your "free thing"

https://lnkd.in/d4xgexT2

The only Signals playbook you will ever need.

https://lnkd.in/d7J3_JRR

10 years of Cold Email experience in 1 PDF

https://lnkd.in/d9QGB-Ag

taplio

The Battle

Joe Wheatley

Bill Stathopoulos

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The Battle

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Bill Stathopoulos

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