SALES

Outbound that doesn't stop at sent emails.

Most outbound projects stall because after the first cadence no one looks at reply rate, meeting rate or ICP fit. We do it differently: you or your SDR agency handles execution, we build the system around it. A measurement setup, target list, content templates and a bi-weekly iteration cadence, so outbound becomes a loop rather than a one-off campaign.

Book a strategy call Take the Maturity scan first

What do we deliver?

01
Measurement setup Reply rate, meeting rate, ICP fit per cadence. A dashboard your SDR manager can actually use.
02
Target list build ICP definition and 200 to 500 accounts from Apollo or ZoomInfo, enriched with triggers and intent.
03
Content templates Cadence frameworks with pain hooks per ICP. A backbone with variables, not pre-written emails.

The observation

Four reasons most B2B teams achieve a 0.5 percent reply rate from outbound.

Outbound is not about more volume. We do it differently: we choose precision over scale, measure on real data every two weeks and iterate continuously. Outbound only works when lead routing and SLA sit underneath it, otherwise the gain evaporates the moment a reply comes in. These are the four patterns that cause reply rates to differ by a factor of 5 to 10.

ICP is "everyone between 50 and 500"

No sharp definition of who you serve best. Messaging tries to be too broad and resonates with no one. Reply rates of 0.5%.

Cold emails that open with your product

"We help B2B teams make their pipeline predictable" as the opening line. The prospect isn't interested in your product, they're focused on their own problem. Email gets deleted immediately.

Sequences without breathing room

5 emails in 8 days, all telling the same story in a slightly different wrapper. The prospect experiences it as spam, unsubscribe rate is high, domain reputation drops.

No measurement or iteration

Cadence is set up once and runs. No one looks at reply rate per stage, A/B tests on subject lines or meeting conversion. It keeps running the same way even when it stops producing results.

How we get there

Four phases over six to ten weeks, then a loop.

We build the system that runs, your team or SDR agency handles execution. First cadences live in week 4 in HubSpot, Apollo or Lemlist. From there, iterating bi-weekly on real numbers.

01 Week 1·2

Measurement setup and ICP

Workshops with sales and marketing. ICP definition and pain hooks. Measurement setup configured: reply rate, meeting rate and ICP fit per cadence. A dashboard your SDR manager can actually use.

Wat je krijgt ICP document, pain-and-offer matrix and dashboard with baseline

02 Week 3·4

List build and content templates

Target account list of 200 to 500 accounts from Apollo or ZoomInfo, enriched with triggers. Content templates per ICP set up in HubSpot Sequences, Apollo or Lemlist. Tooling chosen based on your team size.

Wat je krijgt account list in CRM, cadence templates and tooling setup

03 Week 5·7

Iteration cadence

First cadences live, your team or SDR agency runs execution. Bi-weekly iteration meeting on the data: A/B tests on subject lines, openings and CTAs. Adjustments to pain hooks and SDR-AE handover.

Wat je krijgt refined cadences with data and SDR-AE handover that works

04 Week 8·10

Hand over the loop

Iteration rhythm handed over to the SDR manager or agency partner. Playbook with learnings from the first ten weeks. Our role shifts to a monthly review, no longer weekly operations.

Wat je krijgt iteration playbook and pipeline impact report

Who helps you

Strategist, builder and RevOps lead.

Outbound is messaging plus systems plus discipline. Three roles that deliver the package together, embedded in the broader sales engine.

Yoni Lammens

Strategist & Sales Architect

Designs ICP and messaging. Co-writes the first batch of copy and drives iterations on reply rate. Coaches your SDR manager on the A/B testing rhythm.
Carsten Huiskamp

Consultant & online marketer

Handles tooling implementation. HubSpot Sequences, Apollo, Lemlist or Outreach. Builds the target account list, enriched with intent data, and sets up the SDR-AE handover.
Carel Schrier

RevOps Lead / Strategist

Ensures outbound connects to marketing attribution and the sales funnel. Final review on ICP and messaging. Present at the first meeting and stays involved until handover.

Case · B2B mid-market

From 0.7 percent reply rate to an iteration loop that refines every two weeks

A B2B organisation in professional services had three SDRs running outbound. Generic cadence, an ICP definition that was roughly 'everyone between 50 and 500', no measurement beyond open rates. Reply rate sat around 0.7 percent and the SDR manager didn't know what to change.

In eight weeks we sharpened ICP per segment, rebuilt the target list in Apollo and rewrote cadence messaging per ICP with pain hooks. Measurement setup running in HubSpot. After three iteration rounds, reply rate rose to 6.5 percent, meeting rate doubled, and the SDR-AE handover landed directly in the sales enablement flow.

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

Is outbound still worthwhile in 2026?

Yes, but only if the quality bar goes up. Generic cadences no longer work, but targeted ICP outbound with messaging based on real pain still delivers reply rates of 5 to 12 percent. Volume is out, precision is in.

Do you handle the SDR execution yourselves?

Not structurally. We design and build the motion, and train your SDR team to run it. Temporary SDR-as-a-Service is possible during the iteration phase, but for structural execution we refer to partners.

HubSpot Sequences, Apollo or Outreach?

HubSpot Sequences for teams under 5 SDRs and mid-market deals. Apollo or Lemlist for heavier outbound with data enrichment. Outreach only from 15+ SDRs and enterprise. We choose based on budget and team size, not brand preference.

How long does an outbound engagement take?

Six to ten weeks for first cadences live plus three iteration rounds. After that, a continuous rhythm of A/B testing that the SDR manager picks up internally. For enterprise with multiple ICPs and regions it can run to 14 weeks.

What does outbound and prospecting via Addmark cost?

Our services are bespoke and usually sit within a RevOps-as-a-Service retainer where strategy and execution come together. Tooling licences are on top of that. Book a call and we'll put together a proposal based on your situation.

What if we don't have an SDR team?

For teams without dedicated SDRs, outbound only works if AEs put 20 to 30 percent of their time into it. That's possible, but the cadence becomes shorter: fewer touches, higher quality per touch. We help you make that trade-off.

How do you handle AI in outbound?

AI helps with personalisation and intent detection, not with replacing the message. We use AI to enrich accounts and detect triggers, but cadence copy remains human work. Generic AI emails damage your domain reputation. For automated marketing flows this is different, see marketing automation.

How do we know if we need it?

Three signs: reply rates below 2 percent on your current cadences, SDRs missing their targets, and AEs waiting on marketing leads. Our Maturity scan gives a first indication.

Ready to start?

Ready for outbound that doesn't stop at sent emails?

Start with a conversation. We look at your current ICP, messaging and measurement setup if they exist. Then an honest baseline assessment and a focused scope around your execution or that of your SDR agency.