Acquisition engine
05Data
Automation
Outreach
A prospecting system I built and run. A map search goes in, a booked call comes out, and one record per business holds it together.
- Role
- Mine end to end: targeting, data, integrations and copy.
- Status
- In use. Thousands of businesses sourced through it.
- Stack
- Web research, a CRM, Instantly, Cal.com
of businesses sourced. Every first message is built from something I found on that business’s own website.
Problem
These owners are pitched badly all day.
I sell web and lead-system work to local trade businesses whose sites lose them quote requests without anyone noticing. Writing to them in general terms gets ignored, and fairly so. So the system has two jobs that pull against each other: reach volume, and never send a message that could have gone to anybody else.
Pipeline
Seven stages, all reading from the same record.
- Sourcemap and web research
- Analyzesite check, one finding
- Structureone CRM record
- Personalizefirst line from the finding
- SendInstantly campaign
- Trackreplies and follow-ups
- Schedulebooked call
Qualify
A business with a good website isn’t a prospect.
Each site is checked for what a customer would hit on a phone. Only a flagged site earns a message, and the finding that flagged it travels with the record into the copy. Dropping the good sites costs volume. It is also why the messages work.
- no mobile layoutDoes the site fit a phone at all?
- phone not tappableCan a customer call with one tap?
- quote form below the foldHow far down is the one form that matters?
- contact form brokenDoes it actually submit?
- outdated buildDoes it look abandoned?
- slow, image-heavyDoes the home page load on a phone signal?
Record
One record per business.
Sourcing, analysis, sending and replies happen in different tools, days apart, so everything lands on one record and the finding is a field on it. Every later stage reads from that record and writes back to it.
| business | site | finding | stage |
|---|---|---|---|
| flagged | no mobile layout | replied | |
| ok | none | skipped | |
| flagged | quote form below the fold | sent | |
| flagged | phone number not tappable | opened | |
| flagged | outdated build | follow-up 2 | |
| ok | none | skipped | |
| flagged | contact form broken | call booked | |
| flagged | no mobile layout | queued |
- business
- name, trade, area
- Roofing contractor
- source
- where it was found
- maps · trade + area query
- site_status
- qualifies or not
- flagged
- site_finding
- the specific problem
- quote form below 3 screens; phone not tappable
- contact_role
- who the message is for
- owner
- campaign
- sending campaign
- instantly · trades-01
- last_event
- latest tracked event
- reply · routed to booking
- stage
- pipeline position
- call booked
Message
The first line is something they can check on their own phone.
Not a compliment and not a category: something specific about their site that takes ten seconds to check. The pitch is one line, at the end. Every variable comes from that business’s own record.
What the owner receives · hover or focus a variable
Hi first_name, I pulled up business's site on my phone this morning. site_finding. For a trade business that's usually where the quote request gets lost.
I build sites and the lead handling behind them for trades in area. Worth a 15-minute look at what I'd change?
- first_name
- contact, from enrichment
- business
- record, from the Source stage
- site_finding
- record, from the Analyze stage
- trade
- record, from the source query
- area
- record, from the source query
The pattern. Every variable is filled from the record.
After the send
A reply stops the sequence and opens a calendar.
Campaigns send through Instantly and replies are written back onto the record. Follow-up stops on a reply or an opt-out, and a reply routes straight to a booking link, so interested becomes booked without waiting on my inbox.
- Queuedflagged, message built
- Sent → openedtracked on the record
- Repliedsequence stops
- BookedCal.com, both calendars
Current state
In use, finding clients for my web and lead-system work. Thousands of businesses sourced through it so far.
I did not keep response or conversion figures I would defend in an interview, so none appear here. The live records hold real contact details, so nothing on this page is a screenshot of the running system. The structure, stages and message pattern are the real ones.