The first priority was figuring out where the business had the strongest chance of winning. We worked closely with the team to narrow down the ICP and identify the segments where the offering was genuinely differentiated, so every campaign was pointed at buyers with a real reason to care.

From there, we built AI-based outbound workflows that found target buyers, enriched them with signals and triggers relevant to their buying context, and stacked multiple triggers on top of each other. That meant we were only reaching out to people hitting several qualifying signals at once, rather than spraying the market. An AI agent then tailored the messaging for each lead, speaking to the specific pain points that the signal stack surfaced.

Just as important was the way we worked together. Rather than acting as a lead-gen vendor, we operated as an extension of the team, iterating on ICP, messaging, and campaigns week by week based on what the market was telling us.