v1.0.0 to v1.0.0

---

name: rb2b-outbound-triggers

description: >-

Convert RB2B person-level website visitor identification into outbound

sequences. Build trigger-based workflows that route identified visitors to

SDRs, enrich with verified contact data, score ICP fit, and launch

time-sensitive multi-channel outreach. Use when setting up RB2B-to-outbound

pipelines, configuring Slack-to-SDR handoff, designing visitor-trigger

cadences, or optimizing RB2B conversion rates. Triggers on: "RB2B outbound",

"visitor trigger outbound", "person-level visitor sequence", "RB2B SDR

workflow", "website visitor to outbound", "RB2B Slack alert routing",

"identified visitor follow-up", "RB2B to Clay", "visitor-to-meeting".

license: MIT

metadata:

version: "1.0.0"

author: LeadMagic

category: outbound

tags:

[

rb2b,

visitor-identification,

outbound-triggers,

sdr-workflow,

person-level,

deanonymization,

outbound,

]

related_skills:

- cold-email-strategy

- cold-email-copywriting

- multi-channel-outreach

- website-visitor-identification

- lead-enrichment

- email-finding

- icp-scoring

- signal-scoring

- clay-automation

- reply-handling

- sending-platforms

frameworks:

- "Adam Robinson (RB2B) — Person-level visitor identification + LinkedIn-as-distribution"

- "Signal-Based Selling — behavioral triggers over cold lists"

- "Justin Michael — Tech-Powered Sales / Technology Quotient (TQ)"

- "Jordan Crawford — PQS / PVP / FIND (Cannonball GTM)"

- "Pat Spielmann — Cold to Gold trigger sequencing"

- "Henry Schuck (ZoomInfo) — Data-lake outbound motion"

- "Becc Holland — Stellar Cold Email / Diagnostic Selling"

- "Winning by Design — SPICED diagnostic framework"

---

## Overview

RB2B identifies website visitors at the **person level** — not just the company. Every identified visitor has a LinkedIn profile, job title, and company. This skill converts that signal into outbound action: routing the right visitors to SDRs, enriching their contact data, and launching time-sensitive sequences that convert intent into meetings.

The core principle: **a visitor who identified themselves on your site is warmer than any cold list contact.** The window closes fast — within 48 hours, the buying intent signal decays by 50%. This skill builds the pipeline that captures that window.

## When to Use

- Setting up RB2B for the first time and need an outbound workflow

- RB2B is installed but visitors aren't being converted to meetings

- SDRs are getting Slack alerts but not acting on them consistently

- Need to route RB2B visitors to Clay → enrichment → sequencer pipeline

- Want to segment RB2B visitors by ICP fit and trigger different cadences

- Building a "visitor-to-meeting" funnel with conversion benchmarks

- RB2B alerts are firing but contact data is missing or unverified

- Need to measure RB2B-sourced pipeline vs cold outbound

## Step-by-Step Process

### 1. Visitor Routing Logic

Classify every RB2B-identified visitor before any outreach:

| Tier | Criteria | Action | SLA |

| -------------------- | --------------------------------------------------------------------------------------- | ----------------------------------------------------------- | ---------------- |

| **Tier 1 — Hot** | ICP fit score ≥80 + title is decision-maker/influencer + visited pricing/docs/demo page | Immediate SDR Slack alert + auto-enroll in 7-touch sequence | <15 min response |

| **Tier 2 — Warm** | ICP fit score 50-79 OR title matches but low engagement | Enrich contact → add to nurture sequence | <4 hours |

| **Tier 3 — Monitor** | ICP fit <50 OR title is junior/irrelevant | Log in CRM, no outbound | None |

| **Tier 4 — Exclude** | Competitor, vendor, existing customer, partner | Suppress from outbound | N/A |

### 2. Contact Enrichment Pipeline

RB2B gives you name + LinkedIn + company. It does NOT give you verified email or phone. Build a waterfall:

1. **RB2B payload** → name, title, company, LinkedIn URL, pages visited, session duration

2. **Clay enrichment** → company firmographics (headcount, revenue, industry, tech stack)

3. **Email finding** → waterfall through LeadMagic, Apollo, Hunter, Datagma

4. **Email verification** → verify before sending (never send to unverified)

5. **Phone finding** → optional, for Tier 1 only (Lusha, ZoomInfo, LeadMagic)

6. **ICP scoring** → score against your ICP definition (firmographic + technographic + intent)

### 3. Trigger-Based Sequence Design

Build distinct cadences for each tier:

**Tier 1 — Hot Visitor Sequence (7 touches, 10 business days):**

| Touch | Day | Channel | Trigger | Goal |

| ----- | --- | -------- | --------------------------------------------- | -------------------- |

| 1 | 0 | LinkedIn | Connection request referencing their visit | Acknowledge interest |

| 2 | 0 | Email | Personalized — "saw you checking [page]" | Start conversation |

| 3 | 2 | Email | Value drop — relevant case study or resource | Provide value |

| 4 | 4 | LinkedIn | Engage with their recent post/comment | Build familiarity |

| 5 | 6 | Email | Specific question tied to their role/industry | Elicit response |

| 6 | 8 | Phone | Cold call referencing the visit + emails | Direct contact |

| 7 | 10 | Email | Breakup email — "closing the loop" | Last attempt |

**Tier 2 — Warm Visitor Sequence (5 touches, 14 business days):**

| Touch | Day | Channel | Content |

| ----- | --- | -------- | ------------------------------------ |

| 1 | 0 | Email | Soft reference to visit + value prop |

| 2 | 3 | LinkedIn | Connection request |

| 3 | 7 | Email | Resource share (no ask) |

| 4 | 11 | Email | Question + soft CTA |

| 5 | 14 | Email | Breakup |

### 4. Slack-to-SDR Handoff

Configure RB2B → Slack alert with structured payload:

```

🔥 RB2B Hot Visitor Alert

Name: [Visitor Name]

Title: [Job Title]

Company: [Company]

LinkedIn: [URL]

Pages visited: [pricing, /docs/api-auth, /case-studies]

Session: 4m 32s | 3 pageviews

ICP Score: 87/100

Action: Enrich → Sequence "Tier 1 Hot Visitor"

SDR Owner: [Round-robin assignment]

SLA: Contact within 15 minutes

```

### 5. Clay Automation Pipeline

Build the Clay workflow that connects RB2B to your sequencer:

1. **Trigger:** RB2B webhook fires on visitor identification

2. **Filter:** ICP fit score ≥50 (skip Tier 3/4)

3. **Enrich:** Waterfall email finding (LeadMagic → Apollo → Hunter)

4. **Verify:** Email verification (never skip)

5. **Score:** Update ICP score with firmographic enrichment data

6. **Route:** Assign to SDR via round-robin

7. **Enroll:** Push to sequencer (Smartlead/Instantly/Outreach) with correct cadence

8. **Log:** Create CRM record with source = "RB2B Visitor"

### 6. Measurement Framework

| Metric | Target | Why |

| ------------------------------ | ------------------------- | ------------------------------ |

| Visitors identified / week | Baseline-dependent | RB2B volume = top of funnel |

| ICP fit rate (Tier 1+2) | 30-50% of identified | Not all visitors are buyers |

| Enrichment success rate | ≥70% verified email | Waterfall effectiveness |

| SDR response rate (within SLA) | ≥80% | Speed matters |

| Meeting booked rate (Tier 1) | 5-10% of Tier 1 contacted | Conversion benchmark |

| Meeting booked rate (Tier 2) | 2-5% of Tier 2 contacted | Lower intent, lower conversion |

| Pipeline sourced from RB2B | Track monthly | Attribution to RB2B channel |

## Output Format

Produce a complete RB2B outbound playbook containing:

1. **Visitor routing matrix** — tier definitions, criteria, SLAs, and actions

2. **Enrichment waterfall** — tool chain, order, fallback logic, verification step

3. **Sequence designs** — full cadence for each tier with touch-by-touch content guidance

4. **Slack alert template** — structured payload for SDR handoff

5. **Clay workflow spec** — step-by-step automation with trigger, filters, enrich, route, enroll

6. **Measurement dashboard** — metrics, targets, and attribution model

7. **Privacy guardrails** — what you can and cannot do with person-level visitor data

## Quality Check

- [ ] Routing tiers have clear criteria — no ambiguity on which tier a visitor falls into

- [ ] Every Tier 1 visitor has a defined SLA (15 min response)

- [ ] Enrichment waterfall includes verification before sending — no unverified emails

- [ ] Sequences reference the visit context naturally (not creepy)

- [ ] Tier 4 exclusions cover competitors, vendors, customers, partners

- [ ] Measurement framework tracks RB2B-sourced pipeline separately from cold outbound

- [ ] Privacy guardrails address GDPR/CCPA for person-level data

- [ ] Clay workflow has error handling — what happens when enrichment fails

- [ ] Breakup emails are professional, not guilt-tripping

- [ ] Phone touches are Tier 1 only — don't burn phone numbers on low-intent visitors

## Common Pitfalls

- **Creepy outreach.** "I saw you were on our pricing page for 3 minutes" feels like surveillance. Fix: reference the visit contextually — "Noticed you were exploring [topic] — figured I'd reach out."

- **No ICP filter.** Every identified visitor gets a sequence. Fix: route through ICP scoring first — only Tier 1 and Tier 2 get outbound.

- **No enrichment verification.** Sending to unverified emails from RB2B data. Fix: always run email verification before enrolling in a sequence.

- **Slow SDR response.** Visitors identified but SDRs don't act for 2 days. Fix: Slack alert + SLA + round-robin assignment.

- **Treating RB2B like cold outbound.** RB2B visitors are warm — don't use the same generic cold email template. Fix: customize the first touch to reference their visit context.

- **No suppression logic.** Existing customers, partners, and competitors get the same outbound as prospects. Fix: suppress via CRM matching before enrolling.

- **Burning phone numbers on Tier 2.** Calling every identified visitor. Fix: phone is Tier 1 only — Tier 2 is email + LinkedIn.

- **No attribution.** RB2B-sourced meetings get lumped into "cold outbound." Fix: tag every RB2B-enrolled contact with source = "RB2B Visitor" in CRM.

## Related Skills

- `cold-email-strategy` — overarching sequence architecture

- `cold-email-copywriting` — email copy for each touch

- `multi-channel-outreach` — channel mixing beyond email

- `website-visitor-identification` — inbound visitor ID program design

- `lead-enrichment` — enrichment waterfall best practices

- `email-finding` — email discovery tools and accuracy

- `icp-scoring` — ICP fit scoring methodology

- `signal-scoring` — intent signal scoring

- `clay-automation` — Clay workflow building

- `reply-handling` — handling responses to RB2B-triggered outreach

- `sending-platforms` — sequencer setup and configuration

## Authoritative Foundations

- **Adam Robinson (RB2B)** — Person-level visitor identification via LinkedIn profile matching. Bootstrapped RB2B using LinkedIn as primary distribution. Core thesis: person-level identification is more actionable than company-level for outbound.

- **Signal-Based Selling** — Behavioral triggers (site visits, page views, session duration) indicate buying intent. Visitors who browse pricing/docs/demo pages are further in their evaluation.

- **Justin Michael — Tech-Powered Sales / Technology Quotient (TQ)** — Stack-aware outbound: use every tool in the revenue stack (RB2B → Clay → Sequencer → CRM) as a force multiplier.

- **Jordan Crawford — PQS / PVP / FIND (Cannonball GTM)** — Precision targeting framework. Person-level visitor data enables PVP (Persona-Value-Proof) targeting at the individual level.

- **Pat Spielmann — Cold to Gold** — Trigger-based sequencing. The visit is the trigger; the sequence is the conversion mechanism.

- **Henry Schuck (ZoomInfo) — Data-lake outbound motion** — Build a data infrastructure that captures and acts on every signal. RB2B is a signal source; the data lake routes it.

- **Becc Holland — Stellar Cold Email / Diagnostic Selling** — Reference the visit diagnostically, not surveillance-style. Ask questions tied to what they explored.

- **Winning by Design — SPICED** — Diagnose the visitor's situation (Situations, Pain, Impact, Critical events, Decision) based on pages visited.

## Execution Artifacts

- `references/framework-notes.md` — named frameworks, citation anchors, and RB2B-specific operational notes

- `templates/output-template.md` — copy-paste deliverable structure for the RB2B outbound playbook

- `scripts/check-output.py` — local checklist validator for required sections