--- 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 compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Jesse, Windsurf, Zed 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