Prompt Overview
Your task is to build an outbound campaign for a fictional company called Adapt, 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.
- Use this time to scope out your build — e.g. where you expect to be at 5 minutes in, 10 minutes in, and 15 minutes in.
The timer then starts for 20 minutes to build your outbound campaign in Clay.
Company Context
Adapt is a fictional cybersecurity company modeled after a modern B2B SaaS vendor.
It offers tools for SOC2 automation, breach response, endpoint monitoring, and red teaming.
The company’s ICP is SecOps, GRC, CISOs, and infrastructure security leaders.
Deliverables
Adapt has asked you to set up a world-class outbound campaign that includes an offer to book a demo. 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 Adapt’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, 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 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 or 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.
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: