03: Why Outbound Alone Fails and How Power Users Drive Real Growth?

It’s the first page of a brand-new year, and we’re diving headfirst into the era of AI startups. Every Tom, Dick, and Harry seems to be building something on top of AI these days, right?

2024 was all about laying the groundwork and running a ton of experiments. I had some solid professional wins, but by December, I ended up with a lot of iterations too lol. We will talk about these in the upcoming editions.

I also had the chance to connect with a LOT of GTM leaders and even started working alongside Bill as a GTM Engineer in Q4. Safe to say, I’ve been learning and iterating non-stop.

I’ll admit—I haven’t been the most consistent with this newsletter. But I am back, and this time, I am armed with new insights, experiments, and a commitment to deliver value-packed content every single week.

Here’s what you can expect alongside DIY GTM plays and strategies:

• Shoutouts to exciting new tech.

• Updates on people looking for new roles.

• Opportunities from founders and leaders hiring for GTM, sales, and marketing roles.

Oh, and if you’re looking for an intro to someone mentioned here, just let me know. It’s my way of saying thanks for being part of this journey. 💙

1. Why Outbound ALONE is a complete failure.

Let’s go back to the basics first.

Another year gone, but nothing changes when we talk about doing the groundwork.

Relying on outbound alone is like trying to fill a leaky bucket—it gets you some water, but it’s not going to hold for long. Outbound can be a great way to get your name out there, but it’s never the whole solution. There’s a bigger picture that makes everything click.

The Foundation Matters

The best outbound campaigns I’ve seen don’t start with cold emails or ads—they start with solid positioning, messaging, and offers. Without those, you’re just yelling into the void.

• Positioning is about making sure people know exactly where your product fits in their life or business.

• Messaging is how you speak their language and connect with what they care about.

• And the offer? It’s the thing that makes them think, “Wow, I can’t say no to this.”

If those pieces aren’t rock solid, even the best outbound strategy is going to fall flat.

Only a Small Percentage is Ready to Try Something New

Like Maja Voje says in her book, only about 2.5% of the market are Innovators— the people who are always on the lookout for the next shiny new thing. These are the folks who will happily try your product.

But here’s the catch: they’re NOT loyal.

The second something else cool comes along, they’re gone. I saw this happening with Clay users too. For the longest time, people are tired talking about Clay being “expensive”. And we all know there are inexpensive alternatives like Persana, Databar, etc. No doubt, people have flocked there.

That means outbound can get your foot in the door, but it’s not enough to keep people around or scale your business. To grow, you need to bring in Early Adopters (13.5%) and eventually the rest of the market. That takes more than just outbound—it takes value.

Outbound Is Just the Start

Outbound (and things like paid ads and SEO) are fantastic for getting your product in front of people.

Getting attention is step one, not the finish line.

Outbound works best when it’s part of a bigger plan. Think of it as a spark—it gets the fire going, but you need the right fuel to keep it burning.

Once you’ve got people’s attention, it’s all about delivering real value. This is where you:

• Solve real problems for your audience.

• Educate and engage them with helpful content.

• Build trust so they stick around.

When you do this right, you’re not just getting customers—you’re creating advocates who stick with you and tell others.

The Big Picture

Here’s how it all comes together:

1. Start with the basics: Nail your positioning, messaging, and offer.

2. Use outbound strategically: Get your product in front of the right people.

3. Back it up with value: Make sure your product and your content are solving real problems.

4. Play the long game: Combine outbound with inbound strategies like content marketing, SEO, and community-building.

When you do all of this, outbound isn’t just a lonely tactic—it’s a powerful piece of a bigger puzzle.

2. Outbound + Power Users = A Winning Combo

You know who your best salespeople are?

Your happy customers. Period.

I came across a post from Sam Farber earlier this week that really hit home.

You can read the full post here.

Now, while I can’t confirm the exact numbers, I don’t doubt the power of this play. Why? Because I’ve seen it happen myself.

Building an Ecosystem That Sells for You

At Clay India, I’ve been leading community initiatives, and one of the programs I’m working on connects partners and specialists with founders and GTM leaders for implementation services. But here’s the thing: this isn’t some groundbreaking discovery of mine.

Clay has always focused on empowering its existing customers. Whether it’s through creator programs, partnerships, or community cohorts, the idea is simple: everyone wins. Agencies, partners, power users, and end customers all find value in the ecosystem.

And guess what happens when people find value?

They talk about it.

That word-of-mouth—genuine, unpaid, and authentic—is infinitely more powerful than any outbound campaign or paid ad. When a happy customer shares their success story, it resonates because it’s real. People trust people, not ads.

The Key to Building a Successful Ecosystem

Here’s where a lot of folks go wrong: they prioritize the product over the power users. They focus on pushing the product instead of pulling people into a value-driven ecosystem. Big mistake.

The secret is to flip the script:Start with your power users, then build everything else around them. Empower them. Give them the tools and incentives to succeed with your product. When they win, your ecosystem grows organically.

Why It Works

One happy customer is worth more than any outbound email campaign you’ll ever run. They’re authentic advocates who naturally spread the word because they’ve found real value. And when that happens, your outbound efforts stack on top of a growing base of credibility and trust.

🎁 A Gift for My Readers

Here’s something special for you: an opportunity to join an amazing team!

Bill from Sales Captain is hiring for a GTM Engineer, and I can personally vouch for the work—it’s challenging but absolutely fulfilling. I joined him back in November, and it’s been a whirlwind of ALL GOOD WORK ever since.

If you’re someone who:

• Loves the consulting approach,

• Enjoys helping B2B SaaS companies build rock-solid outbound foundations, and

• Thrives in an environment where you make a real impact...

…this could be the perfect role for you!

💸 Pay: Approx. $2k base/month

🕵️‍♀️ Status: This role isn’t public yet, so you’re getting the inside scoop.

If this sounds like you—or someone you know—I’m happy to make an intro. Let me know, and let’s make it happen!