What's Next
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Outbound Sales Automation

Custom triggers that turn buying signals into warm leads, on autopilot.

We build custom triggers tailored to your ICP that continuously watch for real buying signals: funding rounds, hiring spikes, leadership changes, new tech. When a fitting prospect lights up, the agent reaches out at peak intent with a note written to that exact trigger, so the conversation lands warm.

triggers · watching
warm, not cold
agentsignal · Series A raised · Acme
agentmatched ICP · drafting trigger-aware note
agentsent · referenced the raise
✓ reply · warm
StatusWatchingStackApollo · n8nReply rate~22%
The problem

Cold outbound fails because the timing is wrong.

Cold blasts get ignored

Untargeted mass sends land in spam, burn your domain and reach people with no reason to care right now.

You miss the moment

By the time you hear a prospect raised, hired or switched tools, the window where they were in-market has already closed.

No signal to act on

Without a trigger telling you who is buying and why, reps guess at who to chase and waste hours on accounts that are not ready.

What it does

Warm leads from real buying signals.

01

Custom triggers

We define the exact signals worth chasing for your ICP: funding, hiring spikes, leadership changes, new tech, expansion or launches, then watch for them around the clock.

02

Finds your leads

When a company fires a signal, the agent scores it against your ICP for fit and intent and surfaces only the prospects worth a warm conversation.

03

Warm, personalized outreach

Each message references the actual trigger, the raise, the hire, the move, so it reads like timely relevance instead of a cold template.

04

Runs autonomously

Built on Apollo, n8n and signal sources, it watches, drafts and sends on its own. Your reps only step in to work the warm replies.

How we work

Live in weeks, not quarters.

  1. 01

    DiscoveryWeek 1

    We map your workflow on your real data and pick the highest-ROI use case to ship first.

  2. 02

    DesignWeek 1–2

    We design the agent around your tools and guardrails, and prove it on a working prototype.

  3. 03

    BuildWeek 2–4

    We build it as real engineering: integrated, tested, with logging and human escalation.

  4. 04

    Launch & ownOngoing

    We deploy into your stack, hand over the code and docs, and tune it live with your team.

The impact

Cold guessing out, warm timing in.

Who you reach
A broad cold list, sent the same week
ICP-fit accounts surfaced the moment they signal
The message
Generic template, no reason to reply
Written to the trigger, referencing the real event
Timing
Whenever the list got built
At peak intent, while the window is open
The results

Warm leads, not cold blasts.

typical-results
Typical
What good looks like
1000+

signals watched / day

meetings per rep

22%

reply rate

0

SDRs to hire

Questions

Frequently asked questions

How do the custom triggers actually work?

We start from your ICP and define the specific events that signal a buying window, then build watchers that monitor data sources for those events continuously. When a company that fits your profile fires a signal, it enters the pipeline, gets scored for fit and intent, and the agent drafts outreach tied to that exact event. You approve the signals and angles upfront, so the system only chases moments you agree are worth a conversation.

What kinds of signals can you track?

Common ones are funding rounds, hiring spikes (especially for roles that imply your problem), leadership changes, new tech adoption, expansion or new-office news, and product launches. We can also track signals specific to your niche, anything that reliably means a company is now more likely to buy. Together we pick the handful that map to your best deals rather than watching everything.

Why are these leads warmer than cold outreach?

Because the outreach lands when the prospect is already in-market and references the real event that put them there. A note that opens with their actual funding round or new VP of Ops reads as relevant timing, not a random cold pitch. That relevance is what lifts reply rates and keeps your domain out of spam.

Does it work with our CRM?

Yes. Signals, replies and outreach activity sync to HubSpot, Pipedrive, Salesforce or whatever you run, with the trigger and full conversation attached. Your reps work the warm replies inside the CRM they already live in, and nothing has to be copied over by hand. We map the fields to your existing pipeline during setup.

Do we still control what goes out?

Completely. You set which signals to watch, the messaging angles and the daily volume, and you can run in review mode where you approve batches before they send, or let trusted triggers auto-send. Either way, warm replies always route to a human rather than being answered by the system. You can pause or change anything at any time.

How long until it is running, and when do we see meetings?

Initial setup, trigger definition and domain warm-up typically take 2–3 weeks before full-volume sending, since rushing warm-up is what burns domains. Early warm replies usually appear in the first few weeks as signals start firing, and a stable meeting rate builds as we tune the triggers and copy on real data. We treat the first month as a learning loop, not a finished machine.

What does an engagement cost?

There is a one-time build for the infrastructure, triggers, domains and first sequences, plus a monthly fee covering sending tools, signal and enrichment credits and ongoing optimization. It is structured to cost less than a salaried SDR while surfacing far more in-market leads. We size it to your ICP and volume on the first call.

Axel Dekker, founder of What's Next

Turn buying signals into warm leads.

See which triggers we would build for your ICP and how many warm meetings they book, in a free 30-minute call.