11 GTM Plays — Detailed Execution

Play 1: New Team Members

Signal: Company recently added team members in relevant department

Execution:

• Reference the new hire's name in copy
• Shows you're paying attention to their growth
• Works best 2-4 weeks after hire announcement

Template:

Noticed {{company}} just added {{new_hire_name}} to the {{department}} team.

Growing teams usually means [relevant challenge].

We helped {{similar_company}} handle this by [solution].

Worth a quick chat?

Play 2: Skills-Targeting

Signal: LinkedIn profile displays specific skills relevant to your product

Execution:

• Target based on listed skills (not just job titles)
• More precise than title-based targeting
• Clay can extract skills from LinkedIn profiles

Use Cases:

• Salesforce skill → Salesforce add-on products
• Python skill → Developer tools
• HubSpot skill → Marketing automation

Play 3: Role-Targeting

Signal: Uncommon job title indicates company priority

Execution:

• Target very specific, unusual titles
• Title existence = company budget/priority

Examples:

• "Happiness Manager" → Employee wellbeing budget exists
• "E-commerce Specialist" → Confirmed e-commerce operation
• "RevOps Manager" → Revenue operations is a priority
• "Growth Engineer" → Technical growth function exists

Play 4: Industry-Level Research

Signal: Create your own signal through surveys

Execution:

1. Survey ICP experts on topics they care about
2. Opens conversations with value-first approach
3. Use insights as content later

Template:

Hey {{first_name}} — we're surveying {{role}} experts on {{topic}}.

We have a page listing {{insight_type}} used at {{company_types}}.

Want to contribute?
[Link]

You can add your links too (socials, projects, blog, website).
We get ~XXk monthly visits so it's good exposure.

Play 5: Resources for Individual Contributors (Evergreen)

Signal: New SDRs/ICs starting roles continuously

Execution:

• Automated, always-on campaign
• Send useful resource when someone starts a new IC role
• Long-term brand building

Template:

Hey {{first_name}}, congrats on the new role at {{company_name}}.

We know how tough outreach can be, so we compiled our highest-converting
cold email frameworks (used by 364 SDRs already!).

Here they are: [Link]

Good luck!

Play 6: Leaving Employees

Signal: Team members recently left (relevant department)

Execution:

• Reference the departing person's name
• Position around coverage gap
• Timing: 1-2 weeks after departure

Template:

Saw {{former_employee}} recently left {{company}}.

That usually creates a gap in {{function_area}}.

We've been helping companies like {{similar_company}} cover that gap with [solution].

Worth exploring?

Play 7: Companies Without Dedicated Employees

Signal: No one with specific title at company

Execution:

• Identify companies missing a key role
• Position your product as the solution
• Works well for automation/outsourcing products

Example Logic:

• No "Content Manager" + $5M+ revenue = Content gap
• No "DevOps Engineer" + Growing engineering team = DevOps need
• No "SDR Manager" + SDR team exists = Management gap

Play 8: Bad Reviews Targeting

Signal: Negative G2/Capterra review of competitor

Execution:

• Scrape negative reviews (identifiable reviewers)
• Reference their specific pain
• Offer alternatives

Template:

Just saw your review of {{competitor}}...

We researched and tested 3 alternatives (that don't suck).

Shall I send the report to you?

Cheers,
[Name]

Play 9: AI-Generated Ideas

Signal: Create personalized value through AI research

Execution:

1. Use AI to generate 2 relevant ideas for their business
2. Add your offer as the 3rd (with humor)
3. Offer more ideas with context

Template:

Based on {{company_description}}, here are 3 ideas:

[1] {{AI_generated_idea_1}}
[2] {{AI_generated_idea_2}}
[3] Hire a sales prospecting agency to start generating leads on autopilot

I'd probably give better ideas with more context.

Want to chat?

Play 10: ServiceBell Allbound Plays

Signal: Website visitor activity

Execution:

• Coordinate outbound with real-time website visits
• Call/email when prospect is on site
• Multi-touch engagement strategy

Sequence:

1. Visitor hits pricing page → Trigger alert
2. SDR calls within 2 minutes
3. If no answer → Immediate email
4. Next day → LinkedIn connection

Play 11: Inbound Followers

Signal: New LinkedIn follower matches ICP

Execution:

• Monitor new followers daily
• Filter to ICP via Clay
• Personalized outreach within 24-48 hours

Template:

Hey {{first_name}}, thanks for the follow.

Noticed you're a {{title}} at {{company}}.

Most {{title}}s I talk to are dealing with {{common_problem}}.

Is that on your radar?

Core GTM Philosophy

• Scale what top performers do — Study best reps, systematize their approach
• Diagnose before prescribing — BIPSY framework: Behaviors, Individual, Process, Skill, You
• Signal-based outreach = 3-4x higher contract values
• You can't burn your TAM — Re-engage with new angles
• Lead with pain, not features
• Segment and convert, don't over-personalize — Gorgias went from 200 sequences to 10 modular ones

Multi-Channel Coordination

• Email + ads + referrals = extra $2M ARR (case study)
• ABM approach = 36% meeting rate vs 10% non-ABM
• Warm before you touch principle