The Clay Playbook for Hyper-Targeted Outbound | How to Turn Multiple Signals Into One Story | Why Your List Matters More Than Your Message | The "Magic Wand" Framework for Finding Your Best Customers with Osman Sheikhnureldin, Head GTM Engineering at Clay
Description
Most founders think GTM engineering is just cold outbound done better. Clay's Head of GTM Engineering Osman Sheikhnureldin reveals why that mindset will cost you months of wasted effort.
In this episode, Osman walks us through exactly how to identify your ideal customers at the perfect moment, then demonstrates his framework live with two early-stage founders - showing you can't just wing GTM engineering, but when done right, the results compound.
Osman Sheikhnureldin is the Head of GTM Engineering at Clay, the company that invented GTM Engineering. He's helped hundreds of startups transform how they use data and technology to remove growth constraints. Joining him are Nilo Rahmani, Co-founder and CEO of Thoras AI (AI-driven cloud reliability and cost optimization), and Panos Papageorgiou, Co-founder of Keragon (HIPAA-compliant automation platform for healthcare).
In Today's Episode We Discuss:
01:51 - GTM engineering defined: Solving growth constraints with technology, not headcount
02:57 - Why your target list matters more than your message will ever matter
04:45 - Ditch static ICPs: The jobs-to-be-done framework that actually works
06:53 - The "magic wand" question every founder must answer before building workflows
08:49 - The account scoring workflow no human should ever do manually again
13:46 - How Clay built an ML model to predict contract value from enrichment data
19:18 - Vanta's genius GTM hack using AI screenshots to analyze brand consistency
21:30 - European food startup's signal stack: First US hire + ad spend + new landing pages
23:06 - Early-stage messaging must be hyper-specific—big company tactics won't work for you
26:54 - Founders who lived the pain have an unfair advantage in outbound messaging
28:59 - Counterintuitive truth: AI SDRs have failed—human taste matters more than ever
31:48 - Why hybrid LLM + human skeleton emails crush pure AI-generated copy
34:42 - Voice AI skepticism: Great for extraction, not ready for cold calls
37:18 - Three brutal truths: GTM engineering takes months, hard work, and real creativity
38:20 - "Earn the right to message someone"—the philosophy behind effective outbound
39:24 - Live teardown: Keragon's healthcare GTM using EHR migration as the trigger signal
47:08 - Finding EHR signals through PR announcements, patient portals, and RSS feeds
55:38 - Live teardown: Thoras AI's challenge—spotting cost-cutting triggers that signal growth
01:00:58 - Why "cutting costs" often means a company is scaling, not struggling
01:07:32 - Novel signal: Second product launch as the perfect moment to reach infrastructure teams
01:13:06 - The biggest misconception: GTM engineering goes far beyond cold outbound
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