One of the most interesting projects I worked on recently was a rebuild of our ABM / outbound / buying signal tech stack at my day job.

I had bought one of the big legacy ABM platforms a few years ago but had never really seen the value we were hoping for, at least not enough to justify the cost.

And meanwhile, there’s been this explosion of new vendors in the outbound space—tracking signals, aggregating signals, powering sales workflows, enrichment, AI SDR assistants, and the list goes on.

I did a really deep evaluation to understand the landscape, and just as I wrapped that up, I sat down with Janis and Philipp who host the RevOps Lab podcast by Weflow.

We had a great discussion and really went into the details on this topic. If you’re thinking about changing up your ABM tech or just want to get oriented on what’s going on here, this is a great episode for you.

Hope you enjoy it, and check out more episodes from RevOps Lab here: https://www.getweflow.com/revops-lab

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Justin Norris, Senior Director of Marketing Ops at 360 Learning and host of the RevOps FM podcast, joins us to dive into outbound strategies and the evolving role of AI in sales. Justin shares his approach to outbound, focusing on experimentation, signals, and leveraging technology to make outbound motions more effective. He also discusses the importance of flexibility in trying new outbound approaches and creating a system where teams can experiment and learn what works best.

We cover:

The shift from traditional outbound methods to AI-driven strategies
How signals play a critical role in outbound success
The importance of flexibility and experimentation in outbound
Using tools like MadKudu to streamline outbound workflows
AI’s role in the future of outbound and sales engagement

Chapters:

[00:00] Introduction
[01:17] Justin’s Background and Journey in RevOps
[03:59] Outbound in the Modern Sales Environment
[07:31] Signals and AI in Outbound Strategy
[14:39] Building Flexibility into Outbound Motions
[19:06] The Future of AI and Sales Engagement
[24:00] Experimentation and Learning in Outbound
[35:30] Final Thoughts and Advice

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Thanks to Our Sponsor

Many thanks to the sponsor of this episode - Knak.

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You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

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Thanks to Our Sponsor

Big thanks goes out UserGems for sponsoring today’s episode.

We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going.

UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.

You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect.

So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners.

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Projets polluants, la révolte s’organise avec Terres de Luttes - S09E58 - Jeudi 15 mai 2025