frontBrick.io

Something I've been building for 12 months is finally live. A weekly newsletter for B2B GTM teams who've stopped chasing the "best ROI channel" and started engineering pipeline as a system. The ABM Engineer. Every week I'll publish one of: • An ABM play we're running in production • A Clay workflow we've built for a client • A signal-based play that activates outreach on real buying intent • An AI agent breakdown (what worked, what we killed) • A tool comparison from someone certified on all of them No theory. No "10 ways to boost your cold email reply rate." No regurgitated frameworks from a SaaS vendor blog. Article #1 just dropped. It's about the 15-touch buyer journey and why single-channel attribution is killing your pipeline. Subscribe 👇 Question, disagreement, or topic you want me to break down? Reply or DM me. 🧱

Listening to 50 discovery calls used to take a week or more. It was always the integral part of GTM strategy for our clients. Last month I did it in 30 minutes with Claude Code + Fathom + Clay (for enrichment via functions) One prompt, 50 calls, every pain phrase and "why now" clustered by persona and company type. Output: a Google Doc with subject lines pulled verbatim from the calls, and a CSV matrix mapping pain to persona. But this isn't a productivity post. It's an ABM post. Because if you don't know what your buyer actually says, you don't know: → What content to publish on LinkedIn to pull them in → How to open a cold email so they read past line one → How to write a LinkedIn DM that doesn't sound like every other DM → What ad copy to run against your competitor's customers → Which pain to lead with per persona, per company size, per stage All of that comes from one place. The verbatim language your last 50 buyers used in discovery. "Our AEs spend an hour a day on data hygiene" outperforms "streamline your sales workflow" 3x on first-email or DM reply. Not because it's clever. Because it's the exact sentence three of their peers already said. The ICP Document that comes out of this isn't a Miro board. It's the spec that governs every piece of content, every email, every DM, every ad you ship for the next 90 days. Skip it and you're guessing what your buyer cares about. Do it and every downstream asset writes itself. Full workflow in this week's ABM Engineer, including the exact Claude Code prompt. Are you writing outbound copy from a Miro board, or from your own call transcripts?

Running a Clay agency for 2+ years teaches you which questions filter real GTM engineers from technical geeks with API access. 5 to ask before signing anyone: → Do they understand ABM, RevOps, ICP, and demand gen, or just enrichment columns? → Can they turn a messy business problem into a workflow, or do they need a spec? → Are they on the official Clay Experts directory? Self-declared doesn't count. → Do they run the full pipeline (CRM, ABM, ads, outreach), or just outbound blasts? → Are they fluent in Claude Code, Codex, OpenClaw, and Hermes, or still running last year's playbook? Two vague answers, walk. Full breakdown in this week's ABM Engineer, including the frontBrick.io scorecard against the same 5. If you'd rather have the engine built inside your company than hire another agency, I run fractional GTM engineer engagements. Three months, embedded in your Slack and CRM, agentic ABM engine on Clay + LinkedIn + ads + outbound. Everything I build stays yours. 30-min strategy call → https://gtm.frontbrick.io/

Want a peek into how frontBrick.io generates real pipeline targeting enterprise accounts for our B2B SaaS clients? Read the full framework with some tools recommendations below 👇 If you want me to sanity-check your current ABM motion, reply to this newsletter or DM me on LinkedIn. 🧱

Day #1 of the campaign → 8 answers = 8 opportunities. Just fundamentals, nothing special here. → Solid infrastructure built on Instantly.ai. All warmed up using the premium warmup pool → A decent list of local leads built using LeadMagic + Clay → Simple copy with <70 words, directly to the point, with a great offer That's 1 lead each 28-29 prospects. The list has ~2,000 prospects, so with the same cadence, that's a decent pipeline in a few weeks 📈

Stop wasting weeks on cold email "tests" that were doomed from day 1. You don't need 5000 sends to know if your campaign works. You need 1-2 days. Maybe 200-450 emails. But ONLY if you nail these 4 things first: ✅ Deep ICP understanding Not surface-level personas. Their REAL problems. → What initiatives are they running? → What bottlenecks are costing them money? → What actually triggers them to buy? If you can't answer these, your copy won't land. ✅ Surgical list building Quality crushes quantity every time. → Only relevant people who own the problem → Only accounts that match your best customers → Verified contacts 200 perfect prospects > 2,000 "maybes." ✅ Bulletproof infrastructure Perfect copy means nothing if you hit spam. → Multiple domains with proper warmup → Mixed mailbox providers (Google + SMTP) → Instantly.ai handles sender rotation and deliverability tracking This is the foundation most teams skip. ✅ Copy that cuts through Under 70 words. No exceptions. → Reason to reach out (why them, why now) → Problem + offer (what's in it for them) → 1 clear CTA No storytelling. No pitch decks. Just direct value. Get these right → you'll see positive replies in 24-48 hours. Skip them → you'll blame "email deliverability" in 3 weeks. 🧱