Who this is for
Teams who want outbound to feel relevant without relying on gimmicky personalisation.
Introduction
Personalisation didn’t fail.
Bad timing did.
Why most personalisation falls flat
First names don’t create relevance.
Context does.
Buyers want to know why you’re emailing them now.
What intent actually means
Intent is a signal that something has changed.
Hiring. Leadership moves. Strategic shifts. Market pressure.
That change creates openness.
How high performing teams use intent
They:
• Track external signals
• Match them to ICPs
• Adjust messaging by trigger
• Prioritise urgency
That’s how outbound stops feeling cold.
