The inbound-led outbound engine, end to end

Day two, and the workflow I like talking about most: inbound-led outbound. The diagram is the one we drew in August for ourselves. It is the system we sell to clients, pointed at our own business, and most of it is now running.

Here's the idea. Your marketing already creates engagement. People react to posts, watch videos, read a page, come back to the site. Almost all of that disappears, because nothing is watching it. This workflow watches it, and then does four things with it.

Capture. For this video series, Apify runs through Freckle and collects everyone who reacts, comments or reposts on my posts. I do the same thing on posts from a few tool companies in my space, Freckle and Clay among them, because the people engaging there are often the people I want to talk to. The same shape works for a podcast, YouTube, Reddit or your website; each source needs its own capture step.

Qualify. Every company and person who engaged is identified, enriched and scored. I do this in Freckle today, and if you use Clay, go look at Freckle too; they are both good at it, and Freckle has a few advantages I find interesting.

Suppress. Before anyone is touched, take out your current clients, your competitors, and anyone you already have a deal or a meeting with. This step is cheap and it is the one people skip.

Route. Each company gets a segment, then a tier, and we now score engagement in our own database, in Supabase. The ones that earned it go wherever a rep can act on them. For us today that is a Smartlead campaign on the email side and HeyReach on LinkedIn; the same handoff could put a company into a HubSpot sequence, create a task, or send a Slack ping, and with a tool like Freckle or Clay you can send the record wherever your team works.

The takeaway: this bridges the gap between what marketing generates and what sales should be working. A rep's day is usually cold accounts. It should also be the qualified people who already raised a hand, and this is how they get in front of the rep with the reason attached.

If you want to brainstorm how this would work for your business, send me a message. I do that with one or two people most weeks, with no pitch attached.