Prompt Overview
Your task is to build an outbound campaign for a fictional company called Clearline, using the complete GTM data given.
You have 10 minutes to read this document, analyze the data, and design your solution. You may use any external tools during this time, but may not open your Clay workbook.
The timer then starts for 20 minutes to build your campaign in Clay.
Company Context
Clearline is a fictional fintech company modeled after Visa.
It provides card issuing infrastructure, cross-border transaction support, fraud protection, and real-time settlement APIs.
Clearline’s ICP is Financial Operations, Payments and BizOps leaders at high-growth tech and global commerce companies.
Deliverables
Clearline has asked you to set up a world-class outbound campaign that includes an offer to book a demo. This campaign must be built with data and methods that leave competitors in the dust, thereby achieving GTM alpha. The catch? Your target list is already given to you, somewhat.
Let’s break it down:
- Targeting Strategy
- First, uncover the biggest potential hiding in Clearline’s existing data (given below).
- Potential = list size × readiness to convert × value per conversion.
- You can decide to optimize for list size and reach out to everyone, or focus on the 10 hottest leads, or further segment and enqueue accordingly, etc.
- You should consider industry, ICP, and any patterns within the data to make this decision. There is no right answer, but you will be asked to briefly explain your reasoning.
- Note: please do not create net new lists (lookalikes or new searches/imports). You can, however, use existing accounts to find new contacts and vice versa, as long as there is a direct connection.
- Outbound Campaign
- Build the best outbound ever to get your target to book a demo!
- Your channel can be anything from email to landing pages to rap songs.
- Whichever channel you choose, you don’t need to activate the campaign, but you should clearly show or visualize the message.
- Your campaign can be one-off or on-going. The thing that matters here is the fit with your chosen target audience and with Clearline’s product offering.
Signal Strategy Reminder
No matter the outbound format, your message should be triggered by a real intent to buy and reference pain point that is timely, accurate, and uniquely solved by Adapt. There are simple signals built into the data below, or you can build your own!
Think:
- People-related: job changes, past experience, internal metrics / prioritization, key relationships
- Problem-related: challenges or opportunities leading to particular use cases