RB2B Outbound Workflow

Overview

RB2B identifies website visitors at the person level — not just the company. Every identified visitor has a LinkedIn profile, job title, and company. This skill converts that signal into outbound action: routing the right visitors to SDRs, enriching their contact data, and launching time-sensitive sequences that convert intent into meetings.

The core principle: a visitor who identified themselves on your site is warmer than any cold list contact. The window closes fast — within 48 hours, the buying intent signal decays by 50%. This skill builds the pipeline that captures that window.

When to Use

• Setting up RB2B for the first time and need an outbound workflow
• RB2B is installed but visitors aren't being converted to meetings
• SDRs are getting Slack alerts but not acting on them consistently
• Need to route RB2B visitors to Clay → enrichment → sequencer pipeline
• Want to segment RB2B visitors by ICP fit and trigger different cadences
• Building a "visitor-to-meeting" funnel with conversion benchmarks
• RB2B alerts are firing but contact data is missing or unverified
• Need to measure RB2B-sourced pipeline vs cold outbound

Step-by-Step Process

1. Visitor Routing Logic

Classify every RB2B-identified visitor before any outreach:

Tier	Criteria	Action	SLA
Tier 1 — Hot	ICP fit score ≥80 + title is decision-maker/influencer + visited pricing/docs/demo page	Immediate SDR Slack alert + auto-enroll in 7-touch sequence	<15 min response
Tier 2 — Warm	ICP fit score 50-79 OR title matches but low engagement	Enrich contact → add to nurture sequence	<4 hours
Tier 3 — Monitor	ICP fit <50 OR title is junior/irrelevant	Log in CRM, no outbound	None
Tier 4 — Exclude	Competitor, vendor, existing customer, partner	Suppress from outbound	N/A

2. Contact Enrichment Pipeline

RB2B gives you name + LinkedIn + company. It does NOT give you verified email or phone. Build a waterfall:

1. RB2B payload → name, title, company, LinkedIn URL, pages visited, session duration
2. Clay enrichment → company firmographics (headcount, revenue, industry, tech stack)
3. Email finding → waterfall through LeadMagic, Apollo, Hunter, Datagma
4. Email verification → verify before sending (never send to unverified)
5. Phone finding → optional, for Tier 1 only (Lusha, ZoomInfo, LeadMagic)
6. ICP scoring → score against your ICP definition (firmographic + technographic + intent)

3. Trigger-Based Sequence Design

Build distinct cadences for each tier:

Tier 1 — Hot Visitor Sequence (7 touches, 10 business days):

Touch	Day	Channel	Trigger	Goal
1	0	LinkedIn	Connection request referencing their visit	Acknowledge interest
2	0	Email	Personalized — "saw you checking [page]"	Start conversation
3	2	Email	Value drop — relevant case study or resource	Provide value
4	4	LinkedIn	Engage with their recent post/comment	Build familiarity
5	6	Email	Specific question tied to their role/industry	Elicit response
6	8	Phone	Cold call referencing the visit + emails	Direct contact
7	10	Email	Breakup email — "closing the loop"	Last attempt

Tier 2 — Warm Visitor Sequence (5 touches, 14 business days):

Touch	Day	Channel	Content
1	0	Email	Soft reference to visit + value prop
2	3	LinkedIn	Connection request
3	7	Email	Resource share (no ask)
4	11	Email	Question + soft CTA
5	14	Email	Breakup

4. Slack-to-SDR Handoff

Configure RB2B → Slack alert with structured payload:

🔥 RB2B Hot Visitor Alert
Name: [Visitor Name]
Title: [Job Title]
Company: [Company]
LinkedIn: [URL]
Pages visited: [pricing, /docs/api-auth, /case-studies]
Session: 4m 32s | 3 pageviews
ICP Score: 87/100
Action: Enrich → Sequence "Tier 1 Hot Visitor"
SDR Owner: [Round-robin assignment]
SLA: Contact within 15 minutes

5. Clay Automation Pipeline

Build the Clay workflow that connects RB2B to your sequencer:

1. Trigger: RB2B webhook fires on visitor identification
2. Filter: ICP fit score ≥50 (skip Tier 3/4)
3. Enrich: Waterfall email finding (LeadMagic → Apollo → Hunter)
4. Verify: Email verification (never skip)
5. Score: Update ICP score with firmographic enrichment data
6. Route: Assign to SDR via round-robin
7. Enroll: Push to sequencer (Smartlead/Instantly/Outreach) with correct cadence
8. Log: Create CRM record with source = "RB2B Visitor"

6. Measurement Framework

Metric	Target	Why
Visitors identified / week	Baseline-dependent	RB2B volume = top of funnel
ICP fit rate (Tier 1+2)	30-50% of identified	Not all visitors are buyers
Enrichment success rate	≥70% verified email	Waterfall effectiveness
SDR response rate (within SLA)	≥80%	Speed matters
Meeting booked rate (Tier 1)	5-10% of Tier 1 contacted	Conversion benchmark
Meeting booked rate (Tier 2)	2-5% of Tier 2 contacted	Lower intent, lower conversion
Pipeline sourced from RB2B	Track monthly	Attribution to RB2B channel

Output Format

Produce a complete RB2B outbound playbook containing:

1. Visitor routing matrix — tier definitions, criteria, SLAs, and actions
2. Enrichment waterfall — tool chain, order, fallback logic, verification step
3. Sequence designs — full cadence for each tier with touch-by-touch content guidance
4. Slack alert template — structured payload for SDR handoff
5. Clay workflow spec — step-by-step automation with trigger, filters, enrich, route, enroll
6. Measurement dashboard — metrics, targets, and attribution model
7. Privacy guardrails — what you can and cannot do with person-level visitor data

Quality Check

• Routing tiers have clear criteria — no ambiguity on which tier a visitor falls into
• Every Tier 1 visitor has a defined SLA (15 min response)
• Enrichment waterfall includes verification before sending — no unverified emails
• Sequences reference the visit context naturally (not creepy)
• Tier 4 exclusions cover competitors, vendors, customers, partners
• Measurement framework tracks RB2B-sourced pipeline separately from cold outbound
• Privacy guardrails address GDPR/CCPA for person-level data
• Clay workflow has error handling — what happens when enrichment fails
• Breakup emails are professional, not guilt-tripping
• Phone touches are Tier 1 only — don't burn phone numbers on low-intent visitors

Common Pitfalls

• Creepy outreach. "I saw you were on our pricing page for 3 minutes" feels like surveillance. Fix: reference the visit contextually — "Noticed you were exploring [topic] — figured I'd reach out."
• No ICP filter. Every identified visitor gets a sequence. Fix: route through ICP scoring first — only Tier 1 and Tier 2 get outbound.
• No enrichment verification. Sending to unverified emails from RB2B data. Fix: always run email verification before enrolling in a sequence.
• Slow SDR response. Visitors identified but SDRs don't act for 2 days. Fix: Slack alert + SLA + round-robin assignment.
• Treating RB2B like cold outbound. RB2B visitors are warm — don't use the same generic cold email template. Fix: customize the first touch to reference their visit context.
• No suppression logic. Existing customers, partners, and competitors get the same outbound as prospects. Fix: suppress via CRM matching before enrolling.
• Burning phone numbers on Tier 2. Calling every identified visitor. Fix: phone is Tier 1 only — Tier 2 is email + LinkedIn.
• No attribution. RB2B-sourced meetings get lumped into "cold outbound." Fix: tag every RB2B-enrolled contact with source = "RB2B Visitor" in CRM.

Related Skills

• cold-email-strategy — overarching sequence architecture
• cold-email-copywriting — email copy for each touch
• multi-channel-outreach — channel mixing beyond email
• website-visitor-identification — inbound visitor ID program design
• lead-enrichment — enrichment waterfall best practices
• email-finding — email discovery tools and accuracy
• icp-scoring — ICP fit scoring methodology
• signal-scoring — intent signal scoring
• clay-automation — Clay workflow building
• reply-handling — handling responses to RB2B-triggered outreach
• sending-platforms — sequencer setup and configuration

Authoritative Foundations

• Adam Robinson (RB2B) — Person-level visitor identification via LinkedIn profile matching. Bootstrapped RB2B using LinkedIn as primary distribution. Core thesis: person-level identification is more actionable than company-level for outbound.
• Signal-Based Selling — Behavioral triggers (site visits, page views, session duration) indicate buying intent. Visitors who browse pricing/docs/demo pages are further in their evaluation.
• Justin Michael — Tech-Powered Sales / Technology Quotient (TQ) — Stack-aware outbound: use every tool in the revenue stack (RB2B → Clay → Sequencer → CRM) as a force multiplier.
• Jordan Crawford — PQS / PVP / FIND (Cannonball GTM) — Precision targeting framework. Person-level visitor data enables PVP (Persona-Value-Proof) targeting at the individual level.
• Pat Spielmann — Cold to Gold — Trigger-based sequencing. The visit is the trigger; the sequence is the conversion mechanism.
• Henry Schuck (ZoomInfo) — Data-lake outbound motion — Build a data infrastructure that captures and acts on every signal. RB2B is a signal source; the data lake routes it.
• Becc Holland — Stellar Cold Email / Diagnostic Selling — Reference the visit diagnostically, not surveillance-style. Ask questions tied to what they explored.
• Winning by Design — SPICED — Diagnose the visitor's situation (Situations, Pain, Impact, Critical events, Decision) based on pages visited.

Execution Artifacts

• references/framework-notes.md — named frameworks, citation anchors, and RB2B-specific operational notes
• templates/output-template.md — copy-paste deliverable structure for the RB2B outbound playbook
• scripts/check-output.py — local checklist validator for required sections