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Playbooks · 4 min read

ICP segments that refresh themselves

A bought list starts dying the day it arrives. A segment built as rules on the public record refreshes itself every morning. It simply never goes stale.

  1. 01

    Define rules, not rows

    Kinds of business, one area, the reasons that matter. The agent is the rule. Companies flow through it every morning. Nobody downloads a spreadsheet that is stale by Friday.

  2. 02

    Suppression is part of the segment

    Opt-outs and companies you have already emailed are held back automatically, and you are never sent the same company twice. No campaign emails them by accident.

  3. 03

    Measure arrivals, not volume

    The number that matters is new matching companies per week. That is a growth rate your campaigns inherit for free.

Try it this morning

Describe your tightest customer type to the assistant as an agent. Watch a week of arrivals before sending anything.

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Made for marketing teams · See the page →
Watch · 1:40

How to build a search that keeps working

Read the write-up

Every figure is shown on screen. The company examples are made up.

More guides
Playbooks · 5 min readCoverage maths: what one agent replacesMost teams do not have a conversion problem. They have a coverage problem: whole postcodes full of matching companies that nobody has ever emailed once.Public record signals · 4 min readShowing the board where every lead came fromWhen pipeline is questioned, "the data team bought a list" is a bad answer. "Every record traces to a Companies House filing" ends the conversation.Playbooks · 4 min readDedupe rules that stop the same company twiceNothing burns a client relationship faster than delivering the same company twice. Dedupe must be a rule in the tool, not a Friday afternoon check.

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