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

Learn more about outbound intelligence:
→ Connect / follow
→ Visit our website: https://www.demandhouse.agency/
→ Subscribe to our newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to our YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Joe Wheatley 🏠

Founder @ Demand House | Intelligent outbound for B2B SaaS | Trusted by Warmly, Summize & Coefficient

4 layers of B2B outbound (and our go-to tech stack)

1 / Capture Layer
- Prospeo.io for cold leads, RB2B for website leads and Trigify.io for social listening

Note: since Prospeo's V2 launch, we've switched over from Apollo (see link in description for reasons why)

2 / Intelligence Layer
- Freckle.io as the GTM-brain (others use Clay - they do the same thing)
- HTTP APIs to find and validate emails, using the following providers:
--> Prospeo, LeadMagic and FullEnrich for waterfall enrichment
--> ZeroBounce for email validation
--> BounceBan to verify catch-alls
- Freckle credits for mobile numbers (only credits we use)
- OpenAI API for AI enrichments and classification
- Tier leads based on account-fit and engagement score
- Build email and cold call scripts using messaging frameworks + AI
- Route leads to right sequences (Apollo for Tier 1 & 2, Instantly for Tier 3)

3 / Outreach Layer
- Tier 1 is multi-channel, manual SDR outreach (with scripts to assist)
- Tier 2 is multi-channel, manual outreach (when out of Tier 1 leads)
- Tier 3 is fully-automated email outreach (using copy built in Freckle)
- Tier 3 also identifies who is in-market vs who is out-of-market. For in-market, send sales-focused messaging; for out-of-market, send marketing nurture

4 / Sales Layer
- If positive reply, add lead to CRM. Now over to SDR team to book a demo

Founder @ Demand House | Outbound systems for B2B SaaS | Trusted by Warmly, Summize & Coefficient

Proof that cold outbound isn't dead, and remains the BEST channel for building predictable pipeline

Last week we sent 1,800 emails across 3 campaigns (roughly 600 leads contacted)

Reply rates between 5.7-10.6%

5 opportunities

See for yourself.

Given we only just started running outbound for ourselves (started in 2026), with only 10 secondary inboxes, I'd say this is a damn good start

Before you say outbound is dead, think again!

You need to give the recipient a reason to reply (value).

Then you need to deliver on this value and offer more value to get the call.

But most don't offer real value, and then complain no one responds. Why would they?

Others give value to the wrong people. Your fault you've got a bad list.

Also - stop relying on marketing / content as your savior. It's a long-term play that should consume 20% of your efforts max. 80% should be on near-term pipeline aka. outbound.

If you put in the work to build the right list and offer (and you deliver on your promises), you will win.

Building Curacity's top 100 prospects in 10 minutes:

1 / What they do
Demand creation platform where hotels create content, Curacity distributes to premium publishers (Travel + Leisure, Condé Nast Traveler, etc.) to drive bookings and revenue

2 / Define ICP by analyzing best customers
50% small chains (8-14 properties), 33% independent (1 property), 67% US-focused, 83% hotels

3 / Identify buyer personas
CMOs, VP Marketing, Director of Marketing, VP Revenue Management (decision makers) + Marketing Managers, Brand Managers, Revenue Managers (champions)

4 / Identify key signals
Rapid growth (headcount/revenue), hiring for marketing manager, new CMO/VP Marketing, new property launches, rebranding, recent funding/acquisition, performance issues (low direct bookings, declining occupancy)

5 / Find leads in Apollo
Filter by marketing roles, C-suite/VP/Director level, company lookalikes (Viceroy Hotels, Virgin Hotels), US location, 200-1,000 employees, hotels/hospitality industry, layer on signals

6 / Import to Freckle / Clay
Combine 4 signal lists from Apollo (lookalike + rapid growth, lookalike + hiring, rapid growth, hiring) and import to Freckle/Clay

7 / Validate emails
Zero Bounce for validation, Bounce Ban for catch-all verification

8 / Enrich with phone numbers

9 / Verify ICP + buyer persona match
Is company ICP? Is person decision-maker? Remove leads that don't match both

10 / Build messaging
Rapid growth: "Growing team = need revenue to support payroll, explore new marketing channels?" / Hiring: "What are new marketing manager's priorities? Open to exploring new channels?"

Result: 94 verified top hotel decision-makers ready for multichannel outreach to drive Curacity sales

Top 100 Prospects in 10 Minutes for Blink (Employee Engagement Platform)

- Determine ICP based on best customers
- Map TAM & signals
- Build tiering system
- Find leads in Apollo
- Enrich, validate and filter in Freckle (or Clay)
- Build messaging relevant to signal (observation), ICP and persona

Frank Sondors 🥓 is literally the 🐐 of startup sales (he books 500 demos per month and scaled Salesforge.ai 🔥 from $0-$3M in less than 1 year)

When building a team, he said to start off with 2 reps
(Do not hire from big corporate like Google - wrong mindset)

And then he talked about how to acquire customers. It's not about one channel, it's about multi-channels working together.

Get data, test & iterate.

He also spoke about why you need to track first touch and last touch attribution

And finally, how to warm-up prospects before booking the demo

Head over to Frank's profile now and follow him. The guy to watch in 2026

We're getting more positive replies than we can handle.

Here's one example:

- Reached out to someone who just joined a 7/8 figure SaaS as Head of Sales
- Asked how the role was going (be human!)
- Offered genuine value

Outbound works when you do it better than everyone else.

Step 1 - Offer value to get the reply 
Step 2 - Offer value to get the call/audit

If you offer what they actually want and deliver on it, you'll win. Simple.

Growth Cab helps B2B companies grow revenue by delivering sales-qualified calls.

We call and connect you with in-market decision-makers who have budget and are ready to choose a provider. We make sure that provider is you.

Before going to market, we refine your offer to match your buyers’ priorities:

So when decision-makers hear it, they think: "That's exactly what we need."

About Federico:

⚡️ Top Strength: building and scaling B2B offers & growth processes
⚡️ Industries: IT, SaaS, B2B, Supply Chain, Consulting, MarTech
⚡️ Scaled Growth Cab to a 20-person team in 2 years

Core business values:

1️⃣ Build solutions clients can’t live without
2️⃣ Be 6% strategy and 94% execution
3️⃣ Speed. Don’t waste time

👽 Read my posts to level up your sales team.

Federico Donatone

99% founders kill long-term progress with one mistake.

Lifetime compounding is not about being smart once.

It’s about acting in ways that don’t break your momentum.

Bad habits, bad people, and too much risk kill progress early.

Most people fail because they add one unnecessary mistake that resets their game.

You compound when you:

1. build habits you can repeat for years
2. stay inside what you really understand
3. let good decisions run without touching 'em

Which of these 3 are you already doing well?

Federico Donatone 👽

CEO @ growthcab.com // alien-tier B2B sales advisory

This tool made Apollo irrelevant for list building 💀

2025: Apollo is the default tool for list building.
2026: That’s no longer the case.

Because:

With Prospeo.io V2, you get Apollo-level precision.

Plus:

Reliable data refreshed every 7 days.

Prospeo used to sit at the top of our waterfall enrichment.

Now it's our go-to list-building lead database.

Have you tried Prospeo V2?

“𝙒𝙝𝙤 𝙜𝙖𝙫𝙚 𝙮𝙤𝙪 𝙢𝙮 𝙣𝙪𝙢𝙗𝙚𝙧?” 📞😡

What we 𝘳𝘦𝘱𝘭𝘺:

“A colleague shared it.
I’m not sure how he got it.
I’ll find out and get back to you.”

What we 𝘮𝘦𝘢𝘯:

We triple-verified it on Prospeo.io V2.
Their database refreshes weekly.
You’re one of ~300M contacts.

So you can hide if you want.
We’ll find you next week.

👽

Tried Prospeo V2 yet?

taplio

The Battle

Joe Wheatley

Federico Donatone

Followers

Posts

Engagements

Likes

Performance ScoreJoe Wheatley's LinkedIn Performance

Performance ScoreFederico Donatone's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joe Wheatley

Federico Donatone

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);}Joe Wheatley's LinkedIn Performance

Performance ScoreFederico Donatone's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoe Wheatley's LinkedIn Performance