Manual sales processes automated.
Data flowing where you need it.
Signals converted into pipeline

The client:
Addmustard is a digital marketing agency whose ideal clients are ambitious businesses scaling towards an exit.

Their requirement:
To replace generic, volume-based cold outreach with a fully managed outbound engine - one that reaches the right businesses with a timely reason to make contact, without adding to internal workload.

My solution:
I built and run Addmustard's outbound operation. The foundation is the sending infrastructure: dedicated domains and inbox accounts configured for deliverability, with all sequences managed in Smartlead.

On top of that sits a data and intelligence layer.

It sources target contact data, enriched by an AI process that crawls each prospect's own website to classify what they do and the type of customer they sell to.

That intelligence feeds into Smartlead, so every message is tailored around each prospect's own ideal clients - and sets out how Addmustard can help them solve those clients' specific challenges - personalised per contact, not templated.

I then moved them from bulk sending to signal-led outbound, engineering monitors for three triggers matched to their exit-focused ICP:

• Trigger 1: New CFO or CMO appointments, screened for prior M&A or acquisition experience - a signal a business is building a team to scale for exit.

• Trigger 2: A competitor in a prospect's market being acquired or raising investment - a timely reason to approach similar businesses, who often reassess their own valuation when a peer sells.

• Trigger 3: Social ad monitoring via the public Meta ad library - classifying the ads target brands run, then crawling their landing pages to score how well the two match, and surfacing mismatches as a reason to start a conversation about underperforming campaigns.

Every trigger routes automatically into the relevant Smartlead campaign, fully automated, with new opportunities pushed into Pipedrive CRM.

Results:
Addmustard's outbound shifted from generic, high-volume sending to a fully automated, signal-led engine, where every message carries a specific, timely and individually relevant reason to make contact, all generated and sent without manual effort.

The client:
Marex is a global financial services group with turnover exceeding £2bn, providing clearing, liquidity and execution services to institutions worldwide.

Their requirement:
To drive outbound across three regional sales desks - US, EMEA and APAC - each selling different services to different buyers, by reaching prospects at the precise moment a trigger event creates a need to review their clearing and brokerage relationships.

My solution:
I engineered a prospect-intelligence system spanning all three regions, each with its own bespoke signal logic feeding a shared enrichment and human-review architecture.

For the US region, the system monitors daily SEC filings, classifying each for relevance to their specific market.

Qualifying filings trigger my own waterfall enrichment process, which cascades across multiple data sources to find and verify the right contacts.

For the EMEA desk, a separate workflow detects hedge fund managers moving to new funds or spinning out their own - the moments these managers are most likely to be reviewing clearing relationships, and so most open to a conversation.

For the APAC desk, the system monitors new hedge fund licences granted by the regulators in Singapore and Hong Kong, identifying funds at formation stage to put the regional team in front of them early.

Across all three, qualifying opportunities are delivered to the relevant desk as a daily feed, each complete with enriched contacts, background context and pre-written outreach - ready for the team to review and approve before outreach begins.

The human-in-the-loop step is essential in a regulated institution where reputational standards are high.

Results:
Each desk receives a steady stream of timely, well-researched opportunities that would be impossible to surface manually, with the heavy lifting of monitoring, research and contact-finding fully automated.

This removes a vast amount of manual research from the sales teams and frees them to focus on selling, every prospect arriving pre-qualified and fully contextualised rather than cold.