In today's episode, I chat with Kartik, GTM Engineer at Love Social Media, about running LinkedIn outreach for B2B SaaS, healthcare, and IT services clients - planning outreach strategies based on target market, scaling outbound efforts across LinkedIn using multiple tools, and always starting with a founder call to extract the real pain points no one else in the company can articulate. 

We explore his invoice automation campaign that hit 35-60% reply rates and 20-25 positive leads per 100 messages by pinpointing CFOs' exact pain (600+ hours and 10-20 people manually validating invoices monthly), personalizing message variables in Clay based on company size and industry to estimate invoice volume, then layering ABM across other decision makers once any account replied - using ERP migration signals as expansion triggers. Kartik also shares the rare case where a chartered accounting client got strong replies with zero pain-point messaging, just an exceptionally clear landing page - and why sometimes breaking the "no links in outreach" rule is the right call. His prediction for the future: repetitive tasks get fully automated, and the GTM engineer role becomes almost entirely about deep domain knowledge - understanding the psychology, language, and pain points of a specific industry-market combination the way an investor understands a sector, because that vertical expertise is what no tool can replicate. Kartik shares his journey from learning cold outreach in 10th standard out of pure curiosity, landing a placement at Love Social Media straight out of 12th class, and now running campaigns while completing his graduation three years in. His advice: whatever client or industry you work with, absorb everything about that market - because that knowledge compounds and gives you a head start on every similar project that follows. 

Enjoy 🙂

(00:00) Introduction to Outbound Wizards 
(00:21) What Love Social Media Does and Kartik's Role 
(01:40) Invoice Automation Campaign: Pain-Point Messaging Hitting 35-60% Reply Rates 
(04:22) Using Clay to Personalize Invoice Volume by Company Size 
(04:29) ABM Layering After First Reply and ERP Migration as Expansion Signal 
(05:41) The "Do the Math" Campaign Approach 
(07:04) The Rare Case: Clear Landing Page Beats Pain-Point Messaging 
(08:24) Kartik's Journey: Learning Lead Gen in 10th Standard, Placement at 12th 
(09:41) Where GTM Is Heading: Domain Knowledge Over Repetitive Tasks 
(11:33) Verticalization of Expertise as the Career Moat 
(12:43) Advice for GTM Engineers Starting Out Today

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