A scalable GTM engine proven in the first 30 days

The Challenge

The client was targeting one of the most difficult ICPs in B2B go-to-market: independent retail store owners. Unlike enterprise buyers, independent retail operators rarely appear cleanly in traditional prospecting databases — titles are inconsistent, listings are noisy, and many storefront businesses are indistinguishable from generic retail entities in standard data sources. Outbound efforts historically produced low-quality matches, wasted spend, and limited scalability. The client needed a way to reliably identify true physical storefronts, confirm owner or operator status, and activate this fragmented audience without heavy manual effort from a sales team.

The Approach

FullFunnel designed and deployed a Clay-powered inbound and outbound engine built specifically to solve the identification and activation problem.

We built a Clay table combining storefront-specific keywords, local business listing data, verified owner-operator titles, and product category language to isolate true independent retail businesses and eliminate generic retail noise.

Each prospect was scored on physical storefront confirmation, verified commercial activity, and role-level relevance. Only the highest-confidence matches flowed into downstream GTM motions.

We developed individualized email and LinkedIn messaging informed by real-time market signals and observed pain points, creating warmer, more relevant first touches.

The same Clay-sourced individuals and companies were activated through LinkedIn ads, reinforcing outbound touches and prompting meeting bookings through a coordinated multi-touch experience.

The system required minimal ongoing involvement from the sales team, with enrichment, scoring, outreach, and ad activation running through a single automated workflow.