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Inside Instantly’s Outbound Machine ft. Anirudh Gupta
In today's episode, I chat with Anirudh Gupta, a GTM engineer at Instantly, about heading outbound by sending 10,000+ emails daily with thousands of replies handled by AI Reply Agent, launching VIP done-for-you campaigns, and building internal apps using Cursor to help sales reps close deals.
We explore his intent-based approach focusing on new role signals (best performer because people need to prove something), scraping entire TAM from Apollo/Crunchbase/Clutch, doubling down on lead magnets and short two-liners after testing, and his philosophy of sending 5,000-10,000 emails minimum before drawing conclusions. Anirudh shares his lead magnet framework breaking services into microservices (give lead list free to create demand for infrastructure and sequences), automating creation with n8n/SERPA/Perplexity API, using pain-point CTAs like "if price is right, would you sell?" instead of "can we get on a call?" (worst CTA unless you're Elon Musk), and his journey from viral LinkedIn post (3-4M impressions) to ghostwriting, discovering cold email while searching for lead gen, starting with 50-60 emails daily, closing Confluencer (India's biggest influencer marketing agency), pivoting after high churn, learning Clay from Eric Nowoslawski's YouTube, failing badly for first clients, joining RevGen Labs as junior GTM engineer and leaving as head of GTM, and posting Udemy courses not for revenue but client inquiries. Anirudh's advice: focus on volume and relevance over crazy personalizations, break services into microservices for scalable lead magnets, and test minimum 5-10K emails.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:25) Anirudh's Role at Instantly: Heading Outbound
(02:14) Testing Creative Angles at High Volume
(04:02) Scraping Entire TAM from Multiple Directories
(06:17) Fully Automated New Role Workflow
(09:06) Building Internal Apps with Cursor
(12:11) Copy Testing: Pain-Point CTAs vs Lead Magnets
(14:25) Lead Magnet Framework: Breaking Services into Microservices
(19:15) Three Types of Sequences Tested
(22:19) Test Minimum 5-10K Emails Before Conclusions
(23:08) Journey: Viral LinkedIn Post to Ghostwriting
(26:03) Closing Confluencer and Hitting Stagnation
(28:43) RevGen Labs: Junior to Head of GTM
(29:32) Posting Courses on Udemy for Client Inquiries
🔗 CONNECT WITH ANIRUDH
👥 LinkedIn
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW
If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH
You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.
View all episodes
By Saurav GuptaIn today's episode, I chat with Anirudh Gupta, a GTM engineer at Instantly, about heading outbound by sending 10,000+ emails daily with thousands of replies handled by AI Reply Agent, launching VIP done-for-you campaigns, and building internal apps using Cursor to help sales reps close deals.
We explore his intent-based approach focusing on new role signals (best performer because people need to prove something), scraping entire TAM from Apollo/Crunchbase/Clutch, doubling down on lead magnets and short two-liners after testing, and his philosophy of sending 5,000-10,000 emails minimum before drawing conclusions. Anirudh shares his lead magnet framework breaking services into microservices (give lead list free to create demand for infrastructure and sequences), automating creation with n8n/SERPA/Perplexity API, using pain-point CTAs like "if price is right, would you sell?" instead of "can we get on a call?" (worst CTA unless you're Elon Musk), and his journey from viral LinkedIn post (3-4M impressions) to ghostwriting, discovering cold email while searching for lead gen, starting with 50-60 emails daily, closing Confluencer (India's biggest influencer marketing agency), pivoting after high churn, learning Clay from Eric Nowoslawski's YouTube, failing badly for first clients, joining RevGen Labs as junior GTM engineer and leaving as head of GTM, and posting Udemy courses not for revenue but client inquiries. Anirudh's advice: focus on volume and relevance over crazy personalizations, break services into microservices for scalable lead magnets, and test minimum 5-10K emails.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:25) Anirudh's Role at Instantly: Heading Outbound
(02:14) Testing Creative Angles at High Volume
(04:02) Scraping Entire TAM from Multiple Directories
(06:17) Fully Automated New Role Workflow
(09:06) Building Internal Apps with Cursor
(12:11) Copy Testing: Pain-Point CTAs vs Lead Magnets
(14:25) Lead Magnet Framework: Breaking Services into Microservices
(19:15) Three Types of Sequences Tested
(22:19) Test Minimum 5-10K Emails Before Conclusions
(23:08) Journey: Viral LinkedIn Post to Ghostwriting
(26:03) Closing Confluencer and Hitting Stagnation
(28:43) RevGen Labs: Junior to Head of GTM
(29:32) Posting Courses on Udemy for Client Inquiries
🔗 CONNECT WITH ANIRUDH
👥 LinkedIn
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW
If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH
You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.