In today's episode, I chat with Saad Zia, GTM engineer at The Deal Lab, about their research-driven approach to cold outbound that focuses on message-market fit rather than scaling existing playbooks. 

We explore their creative segmentation strategies that target the 30% of prospects not even thinking about buying yet - using Clay to build custom segments like checking if local contractors have 24/7 availability on Google Maps for an AI receptionist client, or targeting teams with account executives but no SDRs for an email sequencer (which closed a deal on day 2 when the prospect said "that's exactly my situation"). Saad shares his unconventional journey from studying clinical psychology in Pakistan, discovering consumer psychology and choice architecture through podcasts, running a solar installation startup doing everything from branding to rooftop visits, learning about Clay in December from a friend, working as an inbox manager at agencies before deciding to go independent, and joining The Deal Lab after contributing psychology insights about generational messaging differences in a GTM Cafe Friday call that caught founder Kellen's attention. He predicts both agency and in-house GTM engineering will grow as the market expands, agencies with research lab positioning that unlock new markets through message-market fit will stand out, and sophisticated organizations will develop in-house GTM engineers who evolve into CRO-type roles with full data access to map efforts to business outcomes. Saad's advice: approach opportunities with confidence about what you can actually do for people rather than asking to learn or intern - the right framing opens doors.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards 
(00:26) What The Deal Lab Does: GTM and Sales Consulting 
(00:54) Research Lab Approach vs Traditional Agencies 
(01:40) Not Requiring Product-Market Fit First 
(02:31) Focus on Message-Market Fit Before Product-Market Fit 
(02:55) Targeting the 30% Not Even Thinking About Buying 
(03:54) Real Client Stories: Creative Campaigns 
(04:48) Creativity Starts Before Clay: Strategy First 
(05:15) Mapping Market Variables and Meaningful Segmentation 
(06:17) Campaign Example: 24/7 AI Receptionist for Local Contractors 
(06:32) Segmenting by Google Maps Availability Status 
(06:54) Campaign Example: Email Sequencer Targeting Teams with AEs but No SDRs 
(07:23) Closed Client Day 2: "That's Exactly My Situation" 
(08:30) Market, Segment, Persona, Angle Define the Message 
(09:27) Journey from Clinical Psychology Student in Pakistan 
(10:04) Discovering Consumer Psychology and Choice Architecture 
(10:44) Running Solar Installation Startup: Branding to Rooftop Visits 
(11:26) Friend Mentioned Clay in December, Started Learning 
(12:14) Working as Inbox Manager at Agencies 
(12:50) Deciding to Leave Agencies and Go Independent 
(13:47) Joining GTM Cafe and Contributing Psychology Insights 
(14:51) Kellen DM'd After Call About Generational Messaging 
(15:11) The Deal Lab's Philosophy: Co-Creating with Clients 
(16:13) Breaking In: Show What You Can Do vs Asking to Learn 
(17:05) Future Prediction: Both Agency and In-House Will Grow 
(17:46) Research Lab Positioning Is a Goldmine Right Now 
(19:18) GTM Engineer Evolving into CRO Role (Per Sahil Mansuri) 
(19:45) In-House Access to Data Maps to Business Outcomes 
(20:22) Thinking and Taste Will Stand Out Over Transactional Work 
(20:49) Closing and Contact Information

🔗 CONNECT WITH SAAD

👥 LinkedIn
🌐 GTM Cafe 

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - [email protected]

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