15 qualified sales calls in a single week

Joel Wylie and Cameron Brown just shared his LinkedIn outbound playbook that booked 15 calls in 1 week… out of which they closed 6 of them on a nice retainer.

They’re co-founders of Duplo (no, not the toy blocks - though that would be an interesting pivot). It’s an agency that runs multi-channel outbound campaigns and helps businesses drive ROI from outreach.

There is one thing about them that I immediately liked, ever since Ilija (our CRO) connected us. Joel explained that their agency's biggest challenge was cutting through the overwhelming noise in the outbound world. They needed a clear way to stand out.

So what did they do? They pulled an Alex Hormozi move. Give away something for FREE that competitors are charging for.

Traditional lead generation relies on offering downloadable guides, webinars, or other "standard" lead magnets. Joel and Cameron took a fundamentally different approach: giving away actual leads for free.

Their campaign leverages two distinct targeting approaches using Trigify:

1. High-Intent GTM Influencer Engagement
   • Targeting people actively engaging with top Go-To-Market influencers
   • Focus on C-level executives and founders in B2B SaaS
2. Topic-Based Engagement Targeting
   • Broader approach targeting anyone engaging with specific GTM-related topics
   • Filtered by job title, location, and company size

Joel and Cameron believe that both these approaches deliver significantly higher quality prospects than traditional list-building methods using other platforms.

Next up: Clay table. For Duplo, the target leads are clear based on the Trigify targeting above. For their clients, it varies case by case. The core concept remains consistent though: identify decision-makers who actively engage with their direct competitors on LinkedIn.

Here's the routine to get this done:

• Identify case studies on each prospect's website
• Find their sales representative
• Determine their target customer profile (marketing leaders, sales leaders, etc.)
• Use Google search to identify their top three competitors

Joel recorded a quick video walking us through their Clay table here. Mind you, he said he locked himself in a room for 2 days and went into an absolute submarine mode to create their best Clay table yet.

By the way, Umer and I are cooking up something exciting with these Clay tables from Outbound Outliers. We're just a few weeks away from launch. Want to be first in line when it goes live? Connect with me on LinkedIn and DM me "Outliers" - I'll keep you posted.

Let’s get back to this GTM motion.

Final step is the LinkedIn outreach campaign. Here’s how it looks in HeyReach:

If you break it down, you’ll see it’s pretty sharp:

1. Starts with sending an empty connection request

2. If a lead doesn't accept, the campaign ends

3. If a lead accepts the connection, a message is sent 3 hours later

{FIRST_NAME} - curious how you and {sales_guy} plan on implementing the latest sales tech this year?

I know there's a lot of noise out there, so here's something tangible...

I built a list of {Leaders} who have been engaging with {Competitors} on LinkedIn and wrote personalised messages you could send to each of them.

Want me to send over a video walking you through how to launch this campaign?

4. If there's no response to the first message, view their profile as a subtle nudge and send a follow-up message 1 day later

{FIRST_NAME}, want more customers like {case study}?

We’ll launch the above campaign for you, for free.

Worth 15 mins to set it up?

5. If there's no response again, like a recent post for another nudge, and the final message is sent 2 days later

Am I better off speaking to {Other_employees} about this, {FIRST_NAME}?

Combine all these elements and here are the campaign results:

Joel and Cameron proved this same approach with their clients and were kind enough to share the results of another successful campaign.

Keep swinging Duplo team… looks amazing so far! 💪