B2B Outbound Agency
COLDICP is a B2B outbound agency for teams who want one owner across the whole motion. We set the strategy and the market priorities, design the data and CRM workflow every channel shares, build and coordinate the specialist work, run email, LinkedIn and retargeting against the same plan — and document the system so your team can take it over.
30-minute fit call · Recommended scope in writing afterwards · Built on accounts you own
- Strategy and market priorities Which segments, in what order, with what offer
- Shared data and CRM workflow One definition of a record, every channel reads it
- Channels built and coordinated Email, LinkedIn and retargeting on one plan
- Operated, then handed over Run by us until your team is ready to run it
The deliverable is not a campaign. It is a motion with one owner and a written way to take it back.
Three situations this engagement is built for
All three have the same symptom — nobody owns outbound end to end — and different causes.
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01
Outbound does not exist yet
You have a working offer and a closer, and no motion feeding them. There is nothing to consolidate, so the work is to choose the segments, build the data and the channels, and prove which message the market answers before spending on volume.
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02
Outbound exists in pieces
A sequencer here, a data vendor there, LinkedIn run by whoever has time, and three definitions of a qualified lead. The channels are not the problem; the missing shared workflow underneath them is.
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03
Outbound is heading in-house
You intend to run this yourself and want it built, proven and documented first, by someone whose engagement is designed to end in a handover rather than a renewal.
This, or managed cold email, or a specialist build
Most visitors who land here want one of the cheaper two. Sending someone to the wrong engagement costs us a client and costs them a quarter, so the comparison goes near the top rather than buried under the methodology.
| Engagement | What it owns | Channels | Choose it when |
|---|---|---|---|
| Specialist build | One layer, built and handed over — infrastructure, a Clay workspace or an enriched dataset | None; it is a build, not a campaign | You run outbound already and one part of it is broken |
| Cold Email Agency | One channel, end to end — list, domains, copy, replies and CRM handoff | Cold email | Email is the motion, and you want it run properly by someone else |
| B2B Outbound Agency | The motion — strategy, the shared data and CRM workflow, the channels, and the handover | Email, LinkedIn and paid retargeting, on one plan | More than one channel has to agree with the others, and nobody internally owns that |
The four responsibilities this engagement carries
Every one of these is work somebody has to do. The question a buyer is really asking is whether it sits on your side of the line or ours, and what happens to it when the engagement ends.
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01
Strategy and market priorities
Which segments to approach, in what order, with which offer, and which to leave alone this quarter. Written down as a plan you can argue with, not a slide.
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02
The shared data and CRM workflow
One definition of a company, a person and a qualified reply, with the fields, routing and stage rules to match — so email, LinkedIn and retargeting are working the same list rather than three versions of it.
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03
The channels, built and run
Sending infrastructure, LinkedIn outreach and retargeting audiences, set up on your accounts and sequenced so a prospect meets one campaign rather than three — then operated: message testing, replies, scheduling and the weekly report. Always part of the engagement, never an add-on.
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04
The handover
A runbook, an access inventory, the test history and training — produced as the work happens, so taking it in-house is a decision rather than a project.
What you receive
Named artifacts, each one reviewable. If something here is not in your written scope, it is not in your engagement.
| Deliverable | What it means in practice |
|---|---|
| Strategy brief | The segments in priority order, the offer hypotheses per segment, the exclusions, and what we agreed success looks like this quarter. |
| Market dataset | The reachable market for the priority segments, with where each field came from, what is verified, what is unverifiable, and whose job it is to refresh it. |
| Infrastructure plan | Domains, mailboxes and LinkedIn accounts registered to you, the agreed sending capacity, what is monitored daily and who responds when something slips. |
| Campaign assets | Approved messaging per channel, the test plan behind it, and the review step before anything scales. |
| CRM workflow | Fields, owners, routing and stage definitions, documented — so a reply arrives somewhere with a name on it. |
| Weekly operating report | What was sent, what replied, what was qualified, what was booked and what was held, against the definitions in the reporting section below. |
| Transition pack | Runbook, access inventory, test history and a training session, with a supervised run before your team takes it. |
Not included: cold calling, supplied SDRs, and closing. We build and run the motion that creates conversations; your team has them.
Engagement and costs
How the commercial side is structured. The figures are quoted against your scope after the fit call, because the market size and the number of channels move them.
| Term | How it works |
|---|---|
| Setup fee | Quoted once, against the written scope: the strategy work, the dataset, the CRM workflow and standing up each channel. You see it before anything is bought or built. |
| Monthly operation fee | A fixed monthly fee for running the motion, sized to the number of channels, the segments in play and the reply volume they produce. Fixed for the term once agreed. |
| Tools and data | Domains, mailboxes, sequencers, LinkedIn seats, enrichment credits and ad spend are billed at cost and paid in advance — or you buy them and give us access. Anything above the threshold in your scope needs your approval first. |
| Minimum term | Set in your written scope and agreed before you commit. Testing needs several cycles before the data can separate a winning message from a lucky week, and the term reflects that rather than a number copied from another service. |
| Ownership | Domains, mailboxes, LinkedIn accounts, the dataset, the CRM workflow, the copy and the test history are registered to you and stay yours when the engagement ends — subject to whatever the third-party tool licenses allow. |
| Ending it | After the minimum term, on notice agreed in the scope. Ending triggers the transition pack and the access handover, not a dark period while credentials are chased. |
What you provide, and what we handle
Outbound with one owner still needs two sides. The split below is the one that makes the engagement work; the left column is the part clients underestimate.
If something on your side is outstanding on launch day, launch moves. We would rather start a week late than send from a half-built system onto domains you have to live with afterwards.
You provide
- The offer, and what it costs
- Ten or so customers worth repeating, and why they bought
- Accounts and competitors to exclude
- One named approver for copy and targeting
- Delegated access to the CRM and any existing tools
- A sales owner with calendar capacity for what it books
- Budget approval for tools, data and ad spend
We handle
- Segment prioritisation and the offer hypotheses
- The dataset, its rules and its refresh
- Domains, mailboxes, LinkedIn and retargeting setup
- CRM fields, routing and stage definitions
- Copy per channel, and the tests that choose it
- Replies, qualification and meeting scheduling
- The weekly report and the transition pack
How the engagement starts
Eight steps, each with a gate. Nothing scales past a gate that has not been passed, and silence is not approval.
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Fit call
Your offer, market, existing stack, sales capacity and which of the three engagements actually fits. Thirty minutes, and it can end in a no.
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Written scope
Deliverables, channels, fees, tool costs, term and exit — agreed in writing before any paid onboarding or purchase.
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Kickoff
We agree the ICP, the exclusions, what counts as a qualified reply and who owns what. This is where the definitions get fixed, because everything downstream reads them.
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Access and build
Delegated access to the agreed tools. Domains, mailboxes, LinkedIn accounts, the dataset and the CRM workflow get built in parallel.
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Sample review
You approve the targeting and a sample of the data before we spend on the full build. Wrong targeting found here costs a conversation; found later it costs a quarter.
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Copy approval
Explicit sign-off on the first campaign per channel. We do not launch on silence.
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Readiness review and launch
Warm-up state, authentication, reply routing and CRM destination all checked. Launch happens if they pass, and moves if they do not.
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Operating rhythm
A recurring review of message performance, positive replies, meetings and what your sales team is hearing on them.
What the first month looks like
Illustrative, and conditional. Every row depends on the one above it, so a late start moves launch rather than compressing the preparation. Repairing an existing stack runs to a different schedule from a new build.
| Week | What happens | Moves if |
|---|---|---|
| Week 1 | Scope signed, access delegated, domains and accounts bought and warm-up started. | Access is not delegated, or the approver is not named |
| Week 2 | Dataset built for the first segments, CRM workflow configured, first copy drafted per channel. | The ICP or the exclusions are still being argued internally |
| Week 3 | Sample review, targeting and data approved, copy approved per channel. | Approvals are outstanding |
| Week 4 | Readiness review, then a controlled launch on a test cohort — if warm-up and authentication pass. | Warm-up is incomplete, or authentication is failing |
A first positive reply in the week after launch is the target we plan against. It is a target, not a forecast, and the clock starts at launch rather than at signature.
Who answers what
Interest gets lost in the gap between whoever ran the campaign and whoever sells. The split below closes it, and it is the same on every channel — an email reply, a LinkedIn message and a form fill from a retargeting ad all land in the same place with the same rules.
We work UK and EU business hours. Replies are acknowledged the same working day; anything that looks time-critical is escalated to your named owner rather than queued.
We handle
- Reading every reply, on every channel
- Answering the basic questions you have approved
- Qualifying against the written criteria
- Booking the meeting onto your calendar
- Reminders and rebooking after a no-show
- Suppressing opt-outs, and parking out-of-offices until the date passes
You handle
- Technical questions about your product
- Pricing, proposals and negotiation
- Attending the meeting
- Anything strategic or account-specific
- Recording the outcome in the CRM
- Closing
Every handoff carries the full thread, the prospect context we gathered, the qualification result and the named next owner. A reply is never marked handled without one.
What gets measured, and what it means
Definitions first, because most outbound reporting collapses four different things into the word "lead". These are the lines on your weekly report and what each one counts.
| Metric | Definition |
|---|---|
| Contacted | Unique people who received at least one message in the period, deduplicated across channels. One person reached on email and LinkedIn is one person. |
| Total replies | Every human response, including the no-thank-yous, as a share of people contacted. This is the 1–15% band, and it is the least useful of the numbers. |
| Positive replies | Responses expressing interest, as a share of people contacted. A fraction of total replies. |
| Qualified replies | Positive replies that met the written criteria agreed at kickoff. Reaching your CRM does not qualify a reply; the criteria do. |
| Meetings booked, and held | Reported as two separate numbers. No-shows stay visible rather than being netted off the booked figure. |
| Sales-accepted opportunities | Meetings your team accepted into pipeline. We report what your CRM says, which depends on your team recording it. |
| Revenue | Client-reported, and attributed by you. We do not claim it — the gap between a booked meeting and a closed deal belongs to your sales process, not ours. |
Reported weekly, reviewed on a recurring call. When results are weak we diagnose, revise the tests, pause a channel or reopen the scope — none of which is a promise that testing finds a winner.
Three ways to run outbound
They differ mostly in who ends up owning the accounts, the data and the learning — and each one genuinely suits a different situation.
| Approach | What you get | Cost profile | Not for you when |
|---|---|---|---|
| Campaign agency | Campaigns run on the agency’s stack | Monthly retainer, little setup | You need to keep the accounts, data or learning afterwards |
| In-house team | Everything owned from day one | Salaries, tooling and ramp time | You need pipeline before a team can be hired and trained |
| Systems-first agency | A motion built on your accounts, operated, then handed over | Scoped build, then operation | You want sending to start this week |
Who this fits — and who it does not
This works when
- B2B SaaS, AI, consulting or professional services
- A reachable market of roughly 5,000 contacts or more
- More than one channel that has to agree with the others
- A named closer with calendar capacity
It works badly when
- Email alone would do — the Cold Email Agency is the cheaper engagement
- A few hundred named accounts, where research per account beats a system
- The product is still looking for its ICP
- You need cold calling or supplied SDRs — we do neither
The fit call starts with your market and your offer, because fit is decided there.
If this is not the one
- Email is the whole motion Cold Email Agency
- Domains are the problem Cold Email Infrastructure Services
- The data is the problem B2B Data Enrichment Services
- Clay is the problem Clay Implementation Services
Questions we get before the first call
What does your B2B outbound agency handle?
The whole motion, with one owner: the strategy and segment priorities, the dataset and CRM workflow every channel reads from, the channels themselves — email, LinkedIn and paid retargeting — the operation of all of it, and a documented handover when you want it in-house.
How is this different from your Cold Email Agency service?
Cold Email Agency runs one channel end to end and includes the list, the domains, the copy and the reply handling. This engagement adds the layer above a single channel: the strategy, the shared data and CRM workflow, coordination across email, LinkedIn and retargeting, and the transition pack. If email is the only channel you need, the cold email engagement is the cheaper and better fit — we will say so on the call.
Which channels are included?
Cold email, LinkedIn outreach and paid retargeting, coordinated so a prospect meets one campaign rather than three. Cold calling is not included and we do not supply SDRs.
Do you replace our sales team?
No. We replace the top of their funnel. We create the conversations, answer the first reply and book the meeting; your team attends it, handles pricing and closes. We do not dial and we do not staff SDRs.
What do we need before starting?
A working offer you can price, roughly ten customers worth repeating, your exclusion list, one named approver for copy and targeting, delegated access to your CRM, budget approval for tools and ad spend, and a sales owner with calendar capacity. The responsibilities section above is the full list.
How long does setup take?
About 30 days on a new build — domains warm, the dataset gets built and you approve targeting and copy before anything sends. Repairing an existing stack can be faster. Every step gates the next, so a late approval moves launch rather than compressing the preparation.
What does the fee include, and what is extra?
The fee covers our work: strategy, build, operation and reporting. Domains, mailboxes, sequencers, LinkedIn seats, enrichment credits and ad spend are billed at cost and paid in advance, or you buy them directly and give us access. The split is in your written scope before you commit.
What is the commitment, and how do we leave?
The minimum term is set in your written scope — testing needs several cycles before the data can tell a winning message from a lucky week. After it, you leave on the agreed notice, and leaving triggers the transition pack and access handover rather than a scramble for credentials.
Who handles replies, and who attends the meetings?
We read and answer replies on every channel, qualify them against criteria agreed at kickoff, and book the meeting. Your team attends it. Reminders, no-shows and rebooking are ours; the conversation and the close are yours.
What happens if the first tests underperform?
We diagnose whether it is the segment, the offer, the message or the channel, revise the tests, and pause anything that is spending without learning. If the diagnosis says the market or the offer is the problem, we say that rather than keep testing your budget. No amount of testing guarantees a winner.
Can we use our existing stack?
Usually, and we would rather you did — it is one less thing to migrate later. We audit what you have on the fit call and say plainly what is reusable, what needs repairing and what has to be replaced.
Can our internal team take over later?
Yes, and the engagement is built for it. The runbook, access inventory and test history are produced as the work happens. A handover means a supervised run with your named owner before we step back — not a folder and a farewell.
Outbound you own,
not activity you rent.
Thirty minutes on how you run outbound today, the market you are going after and who closes what it books. You leave with the scope we would recommend and what it would cost — or an honest not-yet, and the reason for it.