Lead generation for B2B companies with product-market-fit

We book qualified sales calls. 100% done‑for‑you.

We contact & nurture your entire target market and schedule the meetings. You just show up and close the deals.

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Trusted by
NetZero Group Juno DevStats Skillfully Helply Louper InstantDocs Posted Boomtax ProcureDesk Inbound Design Partners Moondog Place Cogny
100+
B2B companies scaled
1,000,000+
Emails sent per month
3,000+
Qualified meetings booked
~$3M
Revenue contribution
Top of funnel

A calendar that fills itself

We find the companies worth talking to, build the offer that earns their attention, and put it in front of every one of them.

Interested replies come back, and the meetings land in your calendar with the full context behind them.

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Converting the demand

Interested replies, nurtured until they book

Demand is only worth what you convert.

Every reply is answered in under five minutes, worked by a human where it counts, and carried by systems that make sure nothing is dropped between the first reply and the closed deal.

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Free · Open Source · MIT

The Claude + Cold Email Growth System

Our Complete Claude Skills Library For Launching Cold Email Campaigns From Scratch. Clone It, Run The Kickoff, Launch

Instant delivery. Unsubscribe any time, one click.

Something went wrong, try again or email joel@pipelineplaybooks.com.

It's on its way. Check your inbox for the repo link.

The Cold Email Revenue System: a Claude Skills library for launching cold email, covering strategy, list building, infrastructure, copywriting and reply handling.
Don't take our word for it

Hear it from the teams we work with

★★★★★

"You've done really, really well at getting meetings booked in our calendar with the right sort of people."

Alex Williams
Alex Williams
Founder & CEO, Louper.io
★★★★★

"We're pretty dependably getting 20+ meetings booked every single month. That's a very dependable channel for us at this point."

Stefan Castelan
Stefan Castelan
COO, Juno.tax
★★★★★

"You all were producing, already just in the span of one week, more booked meetings and more interested replies than I had been able to produce in three or four months."

Sam Basile
Sam Basile
VP Sales, Skillful.ly
★★★★★

"It was important to get many free trials, then high quality conversions, which we were doing, and Joel was managing the whole pipeline."

Tom Krassowski
Tom Krassowski
Chief Revenue Officer, Posted
The mechanism

The go-to-market flywheel. Designed, built & optimised.

01Personalised lead magnets

A stranger has no reason to trust a pitch from someone they've never heard of.

We find out what makes your customers buy and what keeps them around, then build that value into a personalised asset and give it away free.

Pick an example

02Multi-channel outreach

The magnets go out on cold email and LinkedIn at the same time: up to 100,000 emails and 2,000 connection requests over 90 days. You watch every send, reply and booked call in your own dashboard.

03Convert, or we call them

Most people book straight from the magnet. Anyone who shows interest and doesn't book gets a call from our team while they still remember saying yes.

04Scale the winner

Every magnet runs against the same list from the same senders, so the offer is the only thing that changes. Once one clearly wins, all the volume goes behind it, with LinkedIn Ads on top if it makes sense.

The plan

The plan.

We build and run your complete GTM flywheel. Every channel runs from week one, because the lead magnet is what makes each channel work, not the channel itself. Here's how it runs over 90 days:

Week 1
Audit & Research
  • You submit the onboarding form: your product and your ICP hypothesis, plus your current customers and case studies.
  • We go deep on your market: why your customers buy, and why they stay.
  • Onboarding call: review and align on strategy, criteria written down the same day.
01
Week 2
Build & Setup
  • We build up to 10 lead magnets, matched to how different buyers think: the owner might get a calculator, the ops lead a health check.
  • Our sending infrastructure is set up and warming; your LinkedIn seats are connected for distribution.
  • Your full TAM list is built with waterfall enrichment, verified so bounce rates stay under 2%.
02
Week 3+
Launch & Test
  • The magnets go live across email and LinkedIn together, in about 2 weeks.
  • Up to 100,000 cold emails and 2,000 LinkedIn connection requests go out over the 90 days, from our pre-warmed accounts and your LinkedIn profile.
  • Everyone who opens a magnet but doesn't book gets a call from our warm-calling team while it's still fresh.
  • Kill what dies, push everything behind what works, spin up new variants from the winners.
03
When we find the winner
Scale
  • Once a magnet and persona clearly wins, we pause the rest and move all the volume onto it.
  • We increase sending volume behind the winner across cold email and LinkedIn.
  • If it makes sense, we add LinkedIn Ads on top, with the ad account and creative ready to go.
  • When we do, the proven message lands on LinkedIn twice: organically and paid.
04
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Questions

Frequently asked questions.

Rather talk it through? Book a 20-minute intro and we'll answer everything live, no pitch deck.

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Who is this actually built for?
B2B companies with a real offer and no reliable way to get it in front of new buyers on demand. Referrals and inbound got you this far but can't be scaled up on a schedule. If that's the wall you've hit, this is built for you. If you don't yet have a product people want, no amount of outbound fixes that.
How is this different from the agency that already burned us?
Most agencies send the same generic pitch to a purchased list and call it a strategy. We start by finding the offer that actually converts cold traffic, which is usually the piece nobody tested properly the first time round, then prove it at real volume before scaling anything. You see the results of every test, every week, not a black box that reports "campaigns sent" as if that were the metric that mattered.
Why not just hire an SDR or buy another tool?
An SDR is one person's worth of sending, targeting and follow-up, with none of it running if they're on holiday. A tool is software you still have to operate, staff and figure out yourself. This is a full system, the list building, the offer, the copy, the infrastructure, the reply handling and the reporting, run for you from day one, by people who do this across dozens of campaigns rather than one.
Do you guarantee a number of leads or meetings?
No, and we'd be lying if we did. Nobody can guarantee how a specific market responds to a specific offer before testing it. What we guarantee is the process: your market mapped, real volume behind a proper test, and a straight answer inside 12 weeks on what converts and what doesn't. Most of the time we find something, because we're testing multiple angles rather than betting everything on one.
Isn't outbound dead? My inbox is full of AI spam.
Your inbox is full of bad outbound, which is a different problem. Generic AI copy blasted at a purchased list was always going to get ignored, it just got cheaper to send, so there's more of it. What still works is a real offer, sent to the right accounts, with a human answering the reply in minutes rather than a bot answering in days. That's the bar we build to.
Does this replace our tools or our team?
Neither. We build inside your own accounts, using tools you keep, so nothing gets replaced or locked away when the engagement ends. Your team stays focused on closing the meetings we book instead of running the sending, list building and reply triage that eats the week before they ever get there.
What actually happens in the first 90 days?
Week one is audit and setup: your best customers, competitors, ICP and infrastructure, all built out. Week two is build and launch: your market mapped, the first offers built, campaigns live. From week three we test a new offer every week, judged on real send volume, and by weeks 8 to 12 we're reviewing the numbers together and deciding how hard to scale what won.
Does the offer include cold calling?
Not cold calling, no, and we won't pretend otherwise. What we run is warm calling: once someone has already replied and shown interest, an SDR picks up the phone while that interest is still fresh, rather than dialling a stranger who's never heard of you. It only gets added once a channel is already producing enough warm replies to justify it.
Will buying signals actually exist for my industry?
In almost every B2B market, yes. Hiring activity, funding events, leadership changes, competitor followers, technology adoption and content engagement all exist across most industries in some form. Where the signal density is thinner, list building leans harder on firmographic and lookalike targeting instead. We'll tell you honestly in the first week which signals are strong for your market and which aren't.
Can your stack pass our security and compliance review?
We send from dedicated, pre-warmed infrastructure that never touches your primary domain, follow CAN-SPAM and GDPR-aligned practice on every send with working unsubscribe links, and we're happy to walk your team through our data handling, subprocessors and retention practices directly. Full detail is in our Privacy Policy and Terms of Service.
What does it cost, and how do we get started?
Pricing depends on scope, market size and which channels you need from day one, so we build a plan on the call rather than quoting blind. Book a 20-minute intro, we look at your market and your current pipeline gaps, and you get a straight answer on fit and cost before anything is signed.
How fast can a campaign actually go live?
Campaigns go live in week two. Week one is onboarding, research, market mapping and building the first offers. Because we use pre-warmed domains and inboxes, there's no three-week warmup delay holding you back before the first send.
How do you protect our domain reputation?
We never send from your primary domain. Every campaign runs on dedicated secondary domains and inboxes, warmed up before they carry any real volume, with SPF, DKIM and DMARC configured properly from day one and inbox placement checked weekly. If a domain's reputation ever dips, it gets rotated out rather than risking your brand's actual email.
How much visibility do we get into what's happening?
Full visibility. A live dashboard showing reply rates, meetings booked and pipeline generated, a weekly report on what each test produced, and regular check-ins. Nothing runs in a black box, and you have access to everything we set up, at any time.
Which channels do you actually run?
Cold email first, because it's the fastest and cheapest way to find out what converts. LinkedIn outbound runs alongside it on the same proven offer. RevOps connects both channels to your CRM so nothing gets dropped, and warm calling gets added on interested replies once volume justifies it.
No commitment required

Ready to fill your calendar?

Get a custom go-to-market plan built for your business. Let's see if we're a fit.

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Book a 20-minute intro with Joel. No pitch deck, just a look at your market and what we would put in front of it.