Manual sales processes automated.
Data flowing where you need it.
Signals converted into pipeline

The client:
Crypto.com is a global crypto trading platform with a growing institutional client desk. Their OTC division provides liquidity services to large organisations conducting cross-border crypto-currency transactions.

Their requirement:

To get in front of companies with their OTC liquidity offer at the exact time a potential client is developing a need for that service.

My solution:

I engineered a set of monitors that scan global sources for evidence of developing crypto strategies at financial institutions or companies involved in cross-border payments.

This monitors global financial regulators for license grant notices and financial / business / crypto company announcements.

When signals are triggered, my system auto-classifies their relevance via an LLM classifier.

It then either extracts key contact names from the source data or uses a multi-source contact search and enrichment process (a waterfall across multiple data sources) to find the most-relevant contacts.

In such a highly-regulated business, with a necessity for high reputational standards, a ‘human-in-the-loop’ process is vital, so all detected signals are sent as an ‘alert’ digest to the Crypto.com OTC team for manual review.

The digests contain full context, enriched contact data and pre-written outreach messages for the sales team to easily review and either trigger an outreach send with one-click, or manually edit where necessary prior to triggering sends / insertion into Salesforce.

Results:

A volume of daily new business opportunities streamed to the OTC sales desk that would be impossible to replicate manually. The high relevance and well-timed, personalised outreach that the system facilitates generates a response rate virtually unheard of in financial services outbound sales.

The client:
Addmustard is a digital marketing agency whose ideal clients are ambitious businesses scaling towards an exit.

Their requirement:
To replace generic, volume-based cold outreach with a fully managed outbound engine - one that reaches the right businesses with a timely reason to make contact, without adding to internal workload.

My solution:
I built and run Addmustard's outbound operation. The foundation is the sending infrastructure: dedicated domains and inbox accounts configured for deliverability, with all sequences managed in Smartlead.

On top of that sits a data and intelligence layer.

It sources target contact data, enriched by an AI process that crawls each prospect's own website to classify what they do and the type of customer they sell to.

That intelligence feeds into Smartlead, so every message is tailored around each prospect's own ideal clients - and sets out how Addmustard can help them solve those clients' specific challenges - personalised per contact, not templated.

I then moved them from bulk sending to signal-led outbound, engineering monitors for three triggers matched to their exit-focused ICP:

• Trigger 1: New CFO or CMO appointments, screened for prior M&A or acquisition experience - a signal a business is building a team to scale for exit.

• Trigger 2: A competitor in a prospect's market being acquired or raising investment - a timely reason to approach similar businesses, who often reassess their own valuation when a peer sells.

• Trigger 3: Social ad monitoring via the public Meta ad library - classifying the ads target brands run, then crawling their landing pages to score how well the two match, and surfacing mismatches as a reason to start a conversation about underperforming campaigns.

Every trigger routes automatically into the relevant Smartlead campaign, fully automated, with new opportunities pushed into Pipedrive CRM.

Results:
Addmustard's outbound shifted from generic, high-volume sending to a fully automated, signal-led engine, where every message carries a specific, timely and individually relevant reason to make contact, all generated and sent without manual effort.

The client:
Marex is a global financial services group with turnover exceeding £2bn, providing clearing, liquidity and execution services to institutions worldwide.

Their requirement:
To drive outbound across three regional sales desks - US, EMEA and APAC - each selling different services to different buyers, by reaching prospects at the precise moment a trigger event creates a need to review their clearing and brokerage relationships.

My solution:
I engineered a prospect-intelligence system spanning all three regions, each with its own bespoke signal logic feeding a shared enrichment and human-review architecture.

For the US region, the system monitors daily SEC filings, classifying each for relevance to their specific market.

Qualifying filings trigger my own waterfall enrichment process, which cascades across multiple data sources to find and verify the right contacts.

For the EMEA desk, a separate workflow detects hedge fund managers moving to new funds or spinning out their own - the moments these managers are most likely to be reviewing clearing relationships, and so most open to a conversation.

For the APAC desk, the system monitors new hedge fund licences granted by the regulators in Singapore and Hong Kong, identifying funds at formation stage to put the regional team in front of them early.

Across all three, qualifying opportunities are delivered to the relevant desk as a daily feed, each complete with enriched contacts, background context and pre-written outreach - ready for the team to review and approve before outreach begins.

The human-in-the-loop step is essential in a regulated institution where reputational standards are high.

Results:
Each desk receives a steady stream of timely, well-researched opportunities that would be impossible to surface manually, with the heavy lifting of monitoring, research and contact-finding fully automated.

This removes a vast amount of manual research from the sales teams and frees them to focus on selling, every prospect arriving pre-qualified and fully contextualised rather than cold.

The client:
Ricoh Workplace Experience provides meeting-room technology, AV integration and managed IT services to mid-market and enterprise organisations worldwide.

Their requirement:
A fully-automated signal-led outbound system, identifying organisations entering an office move or workplace-transformation project early enough to engage before a competitor, fit-out firm or AV integrator has become embedded.

My solution:
I engineered a set of workplace-change monitors that scan commercial-property sources, landlord announcements, planning applications, company news, hiring activity and public workplace announcements for evidence of office moves, new HQs, consolidations, subletting activity and hybrid-work redesigns.

When a signal is detected, the system uses an LLM-based classification process to assess its relevance: the likely scale of the move, timing, office complexity, sector and probable service requirement.

This allows the system to find demand for workplace consultancy, meeting-room technology, managed AV, IT support and print transformation.

The system then identifies the relevant buying group through multi-source contact enrichment.

Each opportunity is enriched with the evidence behind the move, the likely service requirement, relevant contact details and a tailored outreach message based on the company’s own circumstances.

When an existing client with a potential office move is detected, the opportunity routes directly to the named account owner as a cross-sell or expansion opportunity.

For new accounts, it enters a managed outbound workflow, with activity, contacts, evidence and opportunity scoring automatically created in Microsoft Dynamics CRM.

A human-in-the-loop review process can be retained where appropriate, allowing Ricoh teams to review the signal context and pre-written outreach before triggering contact.

Results:
A continuous stream of timely workplace-change opportunities that would be virtually impossible to identify consistently through manual prospecting alone.

Each contact is approached with a specific and evidenced reason: their organisation is entering a new-office, relocation or workplace-transformation window.