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Sell the Dream, Not the Feature ft. Anas Ansar
In today's episode, I chat with Anas, founder at Outbound Company, about avoiding fancy automations built for the sake of it - reverse engineering from meetings/pipeline/revenue goals instead of chasing Clay credit savings, running lookalike campaigns, resurrection campaigns, vertical plays, and RB2B with Clay as orchestration.
We explore his RB2B campaign for a $25M CRM company getting 50K monthly visitors, segmenting in Clay into ICP vs non-ICP with department-specific instantly campaigns - discovering most traffic was bot traffic (harsh realization, refund), and his book-writing campaign for course creators going from 0.9% to 7% reply rate (53 meetings Q1) by scraping Favicon database, using Claygent to write two personalized book ideas selling dream outcome ("be thought leader in fitness"), attacking emotion without pitching calls, and sending 20K personalized emails applying Alex Hormozi principles. Anas shares his journey entering cold email October 2023 through Apollo's spam-the-TAM approach, discovering Clay thinking it was fluff, realizing it was "spreadsheets on steroids" eliminating CSV exports, attending Clay's Bangalore event, and seeing bright future with recent CDC raise. He predicts bright future but could be roller coaster - stay focused on client goals, keep stacking skills, don't marry Clay because GTM engineer concept stays (you build systems, Clay is just a tool). Anas's advice: learn marketing principles first (benefits not features), read Alex Hormozi and copywriting books before touching Clay - don't learn Clay first then try impressing clients with complex enrichments (good for LinkedIn, impresses no one in real world).
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:29) What Outbound Company Does: Booking Meetings for B2B
(01:37) The Process: Reverse Engineering from End Goal
(02:56) Creative Campaign: RB2B Traffic Segmentation (Bot Traffic Discovery)
(05:15) Book-Writing Campaign: 0.9% to 7% Reply Rate (53 Meetings)
(07:37) Selling Dream Outcome (Alex Hormozi Principles)
(08:56) Journey: October 2023, Apollo to Clay Discovery
(10:14) Clay as "Spreadsheets on Steroids"
(10:38) Advice: Learn Marketing Principles Before Tools
(12:44) Future Prediction: Bright But Could Be Roller Coaster
(13:17) GTM Engineer Concept vs Clay Tool
(14:02) Closing and Contact Information
🔗 CONNECT WITH ANAS
👥 LinkedIn
💻 Website
🔗 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 Anas, founder at Outbound Company, about avoiding fancy automations built for the sake of it - reverse engineering from meetings/pipeline/revenue goals instead of chasing Clay credit savings, running lookalike campaigns, resurrection campaigns, vertical plays, and RB2B with Clay as orchestration.
We explore his RB2B campaign for a $25M CRM company getting 50K monthly visitors, segmenting in Clay into ICP vs non-ICP with department-specific instantly campaigns - discovering most traffic was bot traffic (harsh realization, refund), and his book-writing campaign for course creators going from 0.9% to 7% reply rate (53 meetings Q1) by scraping Favicon database, using Claygent to write two personalized book ideas selling dream outcome ("be thought leader in fitness"), attacking emotion without pitching calls, and sending 20K personalized emails applying Alex Hormozi principles. Anas shares his journey entering cold email October 2023 through Apollo's spam-the-TAM approach, discovering Clay thinking it was fluff, realizing it was "spreadsheets on steroids" eliminating CSV exports, attending Clay's Bangalore event, and seeing bright future with recent CDC raise. He predicts bright future but could be roller coaster - stay focused on client goals, keep stacking skills, don't marry Clay because GTM engineer concept stays (you build systems, Clay is just a tool). Anas's advice: learn marketing principles first (benefits not features), read Alex Hormozi and copywriting books before touching Clay - don't learn Clay first then try impressing clients with complex enrichments (good for LinkedIn, impresses no one in real world).
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:29) What Outbound Company Does: Booking Meetings for B2B
(01:37) The Process: Reverse Engineering from End Goal
(02:56) Creative Campaign: RB2B Traffic Segmentation (Bot Traffic Discovery)
(05:15) Book-Writing Campaign: 0.9% to 7% Reply Rate (53 Meetings)
(07:37) Selling Dream Outcome (Alex Hormozi Principles)
(08:56) Journey: October 2023, Apollo to Clay Discovery
(10:14) Clay as "Spreadsheets on Steroids"
(10:38) Advice: Learn Marketing Principles Before Tools
(12:44) Future Prediction: Bright But Could Be Roller Coaster
(13:17) GTM Engineer Concept vs Clay Tool
(14:02) Closing and Contact Information
🔗 CONNECT WITH ANAS
👥 LinkedIn
💻 Website
🔗 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.