The Teardown Play
- Trigger
- They ship a new pricing page or launch ads.
- The angle
- We record 90 seconds of an actual teardown and send the link instead of a pitch.
- Expect
- The highest reply rate we run. People answer people who did homework.
Outbound deployment for UK B2B
Outbound worth replying to.
You built a product people love. Now the board wants pipeline. We install your outbound machine and the AI coworker that runs it, then hand you the keys.
The stack we deploy, wired into one machine.
Clay, Instantly, lemlist, HeyReach and custom agents. Installed in your accounts, owned by you.
Prospeo
lemlist
n8n
Viktor
Claude Code
Outbound fails in three ways. Usually all three at once.
FAILURE 01
No signal
You are emailing job titles, not moments. Nothing about your timing says why today.
FAILURE 02
No angle
Your first line is a template with a variable in it. Your prospect has seen it forty times this month.
FAILURE 03
No system
Six tools that do not talk to each other, and a spreadsheet holding it together.
Outbound does not have a tooling problem. It has a saying-something problem.
Five stages. One system. Zero spreadsheets.
This is the flow we install inside your stack, the same one that runs our own pipeline.
01 / SIGNAL
We watch for moments, not lists.
Hiring, funding, pricing changes, ad launches, competitor reviews. Timing is the first personalisation.
hiringAcme Analytics opened an SDR role in New York2m ago
fundingNorthwind raised 12M, 7 months ago14m ago
pricingKilo shipped a new pricing page, seat based to usage based31m ago
adsTenpoint started running Meta ads, 6 creatives live1h ago
watching 2,140 accounts38 signals today6 worth acting on
02 / ENRICH
Every account gets a file, not a row.
Waterfall enrichment across Clay and Prospeo, every contact verified before a single send.
| Company | Signal | Headcount | Stack | Decision maker |
|---|---|---|---|---|
| Acme Analytics | SDR hire | 48 | HubSpot, Segment | j.mercer@acme.io |
| Northwind | Series A + 7mo | 61 | Salesforce, Outreach | p.oduya@northwind.com |
| Kilo | Pricing change | 23 | Stripe, Attio | bounced verified |
| Tenpoint | Ads live | 17 | Meta, GA4 | founder@tenpoint.app |
Prospeo 68%Clay waterfall +24%Verified 96%Cost per verified email 0.014 USD
03 / CONCEPT
An agent writes the angle, not the template.
A custom agent researches the account, picks the play and drafts the first line. A human approves it.
04 / SEND
Multichannel, warmed, sequenced.
Instantly, lemlist and HeyReach in one cadence, deliverability monitored daily.
EMAILThe teardown link, no pitchSubject: your new pricing page, one thingday 0
LINKEDINComment on the founder post, then connectHeyReach, throttled to 18 a dayday 2
EMAILOne number from the teardownNo follow up language, new information onlyday 4
LINKEDINVoice note, 22 secondsOnly to accounts that opened twiceday 7
Sends per day, 4 mailboxes warmed
05 / LEARN
Every reply teaches the machine.
Reply rate per play feeds back into which signals we chase next month.
Positive reply rate by play, last 30 days
winning play feeds back into stage 01, we chase more of that signal
Three layers. You own every one of them.
No agency lock-in. The machine is installed inside your own accounts, and after handover an AI coworker keeps it running with your team.
LAYER 01 · DATA
Clay + Prospeo
Signals, waterfall enrichment and verified contacts. Every account gets a file, not a row.
LAYER 02 · SENDING
Instantly + lemlist + HeyReach
Warmed domains and inboxes, email and LinkedIn in one cadence, deliverability monitored daily.
LAYER 03 · THE AI COWORKER
Viktor + custom agents
A virtual teammate living in your Slack or Teams. It watches signals, drafts angles and reports replies, long after we hand you the keys.
From signal to booked call, in one thread.
The Teardown Play, live.
A prospect ships a new pricing page. Six minutes later the machine has a file on them, an angle, and a first line no template could write. This is what lands in their inbox.
- 00:00 Signal detected, pricing page changed
- 00:04 Account enriched and verified
- 00:06 Concept written by the agent
- 09:12 Email sent from a warmed inbox
- +2 days Reply. Meeting booked.
SIGNAL · kilo.app shipped a new pricing page
DELIVERED · 09:12 · opened twice
your new pricing page, one thing
meeting booked
Named plays, not templates. This is the product.
Every campaign starts from a creative concept tied to a real moment in the prospect's world. Six of our favourites.
The Hiring Signal Play
- Trigger
- They open an SDR or growth role.
- The angle
- You are about to spend 80k a year on what a system can do in 90 days.
- Expect
- Lands with founders doing the maths on headcount.
The Competitor Refugee Play
- Trigger
- Negative G2 reviews of a competitor.
- The angle
- We talk to their frustrated users, not to the market.
- Expect
- Small volume, unusually warm conversations.
The Funding Clock Play
- Trigger
- They raised 6 to 9 months ago.
- The angle
- The board pressure maths before the next round.
- Expect
- Urgency without inventing urgency.
The Broken Demo Play
- Trigger
- Their own demo flow is slow or broken.
- The angle
- A screen recording of the friction they lose deals to every day.
- Expect
- Uncomfortable to receive. Impossible to ignore.
The Integration Bait Play
- Trigger
- They announce an integration with tool X.
- The angle
- They receive a shared ICP list as a co-marketing gift.
- Expect
- Opens partnership conversations, not just sales ones.
Same prospect. Same day. Two emails.
Hope this finds you well! My name is Mark and I am reaching out from
GrowthMaxx Solutions. We help companies like {{company}} to
supercharge their revenue with our cutting edge,
AI powered platform. Quick question: do you have 15 minutes this week
for a brief call to explore synergies?
template + variables = noise
signal + homework + one specific claim
How many meetings does your ARR target actually need?
Work backwards from the number you promised the board. Most founders have never done this maths, and it changes how you think about outbound.
Your numbers
Adjust assumptions
Assumes a 20% close rate, 40% of meetings becoming opportunities and a 3% positive reply rate. Open the assumptions to use your own numbers.
You need 17 meetings a month. You are booking 4. The gap is 13.
1,050
prospects / month
143
emails / day
5
warmed mailboxes
No fake logos. Here is what we actually did.
Clay Club Birmingham, hosting
Live Clay enrichment walkthrough
Outbound systems, live audience12,000+
LinkedIn followers built with our own outbound and content machine
Clay Club
we host the Clay community meetup in Birmingham, on stage above
3 spots
founding client program, 40% off in exchange for a public case study
FruitfulSaaS is new and we are not going to pretend otherwise. No borrowed logos, no invented pipeline numbers. What you see on this page, the machine, the plays, the site itself, was built by us, with the exact stack we will build for you.
350+ qualified leads delivered. People noticed.
Matt is one of my go-to people for insights on implementing AI in marketing channels. His experience is incredibly valued and has always delivered.
Matthew · prospeo.ioInnovative ideas have consistently resulted in campaigns that not only meet but often exceed our expectations. We doubled growth annually.
Chris Barnes · Director, Collabit SoftwareA natural marketer, able to see and develop the grand strategy but at the same time translate this to the ground level in tactics and actions.
Matthew · Pets at HomeI wholeheartedly recommend Matthew for any role that requires a seasoned marketing professional with a proven track record of success.
Kaleb · RaidiamBuilt by an operator, not an account manager.
I am Matthew Kosobucki. A decade in marketing, outbound built for 50+ companies, and every system I sell running first in my own business. I host Clay community meetups and I will personally deploy your machine.
I named it FruitfulSaaS because everything healthy bears fruit. That is the standard here: a machine either produces, or we fix it until it does.
Away from the keyboard I race triathlons. Same discipline, different finish line.
Matthew Kosobucki · GTM for SaaS founders · fruitfulsaas.com
Less than an SDR. Faster than a hire.
An SDR costs 40k a year and ramps for four months. The machine deploys in 4 to 6 weeks, and you own it.
Start here
Outbound Teardown
Free
5 minute video, no strings
- Audit of your current outbound: domains, deliverability, ICP, sequences, stack
- One specific play you can run this month
- No deck, no discovery call theatre
Most popular
Deployment Sprint
from £2,500
one time, 4 to 6 weeks, then you own it
- Domains and warmup done right
- ICP and verified lead base, Clay and Prospeo
- Sequences in Instantly and lemlist, LinkedIn via HeyReach
- Your AI coworker deployed in Slack or Teams
- Team training and full handover
Keep us on
Operator Retainer
from £800
per month, cancel any time
- We run and optimise the machine
- A new creative play every month
- More agents as you grow
- Monthly report with real numbers
Full transparency: we earn a share from the vendors we deploy. That is why our setup fee is lower than an agency's, and why we only deploy tools we run in our own business.
This is not for everyone.
NO
Pre product-market fit. Outbound will not fix an offer the market does not want yet.
NO
ACV under £4k. The maths does not work, and we will tell you that on the call.
NO
You want 100 meetings next week. That is not how deliverability, or trust, works.
NO
You want a revenue guarantee. Nobody honest will give you one.
NO
Your team does not live in Slack or Teams. The AI coworker needs a home.
NO
You will not show your face on calls. Creative outbound needs the founder in the room.
Questions founders actually ask.
What is a creative outbound play?
A creative outbound play is a named campaign concept tied to a specific trigger in the prospect's world, for example a pricing change or a new SDR hire, with a message angle that no template could produce. It replaces generic personalisation variables with a real observation.
How is FruitfulSaaS different from a lead generation agency?
Lead generation agencies rent you their sending capacity. FruitfulSaaS engineers an outbound machine inside your own stack, Clay, Instantly, HeyReach, n8n and Claude Code agents, and hands it over. You own the system, the data and the playbook.
Do you use AI to write cold emails?
Yes, but not the way most agencies do. Custom Claude Code agents research each account, select a play and draft the angle. A human reviews everything that ships. The AI does the homework, not the pretending.
What tools does FruitfulSaaS use?
Clay for enrichment, Instantly and lemlist for email sending, HeyReach for LinkedIn, Prospeo for contact data, n8n for automation, and custom Claude Code agents for research and copy. The stack is wired into one system with a dashboard.
How long does it take to deploy an outbound machine?
The Deployment Sprint takes 4 to 6 weeks: domains and warmup in the first days, ICP and lead base by week two, first campaigns by week three, and a tuned, documented, handed-over system with your AI coworker at the end.
What is the AI coworker?
A virtual teammate that lives in your Slack or Teams and operates the outbound machine after handover. It watches signals, drafts campaign angles, keeps the data clean and reports replies. We deploy it during the sprint and train your team to work with it.
Do you guarantee meetings?
No. Anyone guaranteeing meetings is either lying or booking meetings that will not close. We guarantee the system, the process and full transparency on every number.
What is the difference between the Deployment Sprint and the Operator Retainer?
The Deployment Sprint is a one-time engagement: in 4 to 6 weeks we install the machine, deploy the AI coworker and hand you the keys. The Operator Retainer is optional and month to month: we keep running and improving the machine, and add more agents as you grow.
Why is your setup fee lower than an agency's?
Because we earn a share from the vendors we deploy, and we say so openly. That share subsidises the setup fee. It also enforces a rule we would keep anyway: we only deploy tools we run in our own business.