Coya: an outbound engine built from nothing
Coya coaches executives and had no outbound at all. We built a signal-led, multi-channel outbound system on Clay, Instantly and HeyReach, and let early replies pick the audience.
- Industry
- Executive health and performance
- Started
- Mid-2024
- Services
- GTM engineering
10 to 20
qualified meetings booked a week
at peak
100+
leads a month from cold outbound
40%
higher response rate after the pivot to finance executives
2 to 3
campaigns launched a week across email and LinkedIn
Before we started.
Coya coaches executives using data from wearables such as WHOOP, Oura and Garmin. It came to us with a strong brand and a high-touch coaching model, and no outbound infrastructure.
- No outbound process or tech stack in place.
- Little internal bandwidth to test offers or audiences.
- No settled view of the ideal customer or the offer that fit.
- High standards for message tone and personalization.
What we built.
One multi-channel system, from the first signal to a booked meeting. We built and ran it. Coya's brand and coaching model set the bar for tone.
Signal capture
We scraped the likes and comments on LinkedIn posts by wellness brands and influencers such as WHOOP, Oura and Levels.
Runs on HeyReach, LinkedIn Sales Navigator
Enrichment and filtering
Each person was enriched with name, role, company, the post they engaged with and attributes such as whether they use a wearable, then filtered against the ideal customer profile.
Runs on Clay
Personalization
Messages began from something the person had done, such as liking a post about sleep science, so each one had a reason to exist.
Runs on Clay
Outreach on three channels
Email, LinkedIn messages and profile views, and content amplification to raise the visibility of Coya's posts.
Runs on Instantly, HeyReach, TeamFluence
Replies and hand-off
A booked meeting updated the CRM and sent a Slack notification. Make passed records between Clay, Instantly and Slack.
Runs on Make, Slack
Weekly loop
A weekly analysis fed campaign refinement, and refinement fed the next round of data collection.
Collect
Scrape LinkedIn post engagement.
Runs on HeyReach, LinkedIn Sales Navigator
Enrich
Export to Clay and enrich each person with role, company and the post they engaged with.
Runs on Clay
Filter and segment
Check each prospect against the ideal customer profile.
- It matches. Goes to the personalization step.
- It does not. Goes to a nurture pool.
Personalize
Write the first message from the person's own behavior.
Runs on Clay
Reach out
Three channels run in parallel: email, LinkedIn, and content amplification.
Runs on Instantly, HeyReach, TeamFluence
- They reply. A meeting is booked, the CRM is updated and Slack is notified.
- They do not. They enter a re-engagement flow. Those who engage return to personalization; the rest are archived.
Analyze and refine
A weekly analysis refines the campaigns, and the next round of collection begins.
How it ran.
Mid-2024
Built from nothing
Coya had no outbound process, so the first work was the whole system: signal capture, enrichment, outreach and the hand-off into its CRM and Slack.
Early on
The audience changed
Broad wellness buyers replied less than finance executives did. Early campaign data showed it, and we moved the targeting to finance executives.
Every week
New campaigns, read weekly
New campaigns launched across email and LinkedIn each week, and a weekly analysis decided what changed in the next one.
What changed.
- 10 to 20 qualified meetings booked a week, at peak.
- 100+ leads a month from cold outbound.
- 40% higher response rate after the pivot to finance executives.
- 2 to 3 campaigns launched a week across email and LinkedIn.
- Targeting moved from broad wellness buyers to finance executives after early campaign data showed where replies were coming from.
- Every first message began from something the person had done, such as a post they liked, and not from a list.
- A booked meeting updated the CRM and sent a Slack notification.
- A weekly analysis fed each round of campaign refinement, so audience, offer and messaging were tested against data.
- Messaging was written to Coya's brand tone and shaped by what people were engaging with on wellness content.
Four things to take from it.
Let the first replies choose the audience.
Coya started with broad wellness buyers. Early campaign data pointed to finance executives, and moving there lifted response rates. A plan made before launch would not have found that.
Start from what the person just did.
A message that opens on a post someone liked has a reason to exist, which a message built from a bought list does not.
Treat each campaign as an experiment.
Audience, offer and messaging were all unknowns for Coya. Launching 2 to 3 campaigns a week and reading the results weekly was how we found out which ones mattered.
Send every outcome where the team already works.
A booked meeting went to the CRM and to Slack, so the result reached Coya's team in the tools they already used.
Questions, answered.
What did Coya have before WarmUp?
Coya had a strong brand and a high-touch coaching model, and no outbound process or tech stack at all. It also had little internal bandwidth to test offers or audiences, and no settled view of its ideal customer. We built the outbound system from that starting point, so every part of it was new.
Which tools ran the system?
Clay handled enrichment, filtering and personalization. Make connected the tools and passed records from Clay to Instantly and on to Slack. Instantly sent the email, HeyReach ran LinkedIn profile views and messages, and TeamFluence raised the visibility of content. A booked meeting also updated the CRM.
Why did the audience change to finance executives?
Early campaign data showed finance executives responding more than the broad wellness audiences Coya started with, so we moved the targeting there. Response rates then rose by 40%. We treat a campaign as an experiment: the weekly analysis decides who we write to next, not a plan made before launch.
Bring us your outbound.
Send the list, the tools and the replies as they are today. We will tell you plainly what we would change first.
How the service works: GTM engineering.
Or call +1 317 414 1157, or pick a time without the form.