The BRG Outbound Methodology

Last updated April 24, 2026 · by Mike Cubberly

Every Bottle Rocket Growth engagement follows the same four-step process. It is the result of a decade of building and scaling go-to-market teams across B2B SaaS, marketplaces, and services businesses. The specifics change per client, but the structure does not.

1. Define the ICP

   We start with a structured ICP workshop to define firmographics, technographics, buyer personas, and the specific trigger events that indicate buying intent. The output is a ranked ICP tier document with clear inclusion and exclusion rules, ready to load into list-building tools. This is the same four-layer framework we wrote about in How to Define an ICP That Actually Converts.

2. Build Signal-Based Lists

   We source prospects from Apollo, Clay, Netrows, TheirStack, and vertical-specific signal sources (FMCSA filings for freight, state licensing boards for insurance, PE portfolio filings for rollup industries). Signals are combined and filtered through the BRG ICP Engine. Tier one prospects have three or more active signals; tier two has two; tier three has one. See our signal-based list building framework for the full approach.

3. Craft Contextual Messaging

   Messaging sequences reference the specific signal that qualified each prospect. We do not send generic templated outreach. Every sequence is versioned per campaign, tested against live audience response, and iterated weekly. Messaging is written by BRG, reviewed with the client, and tuned as data comes back.

4. Launch and Orchestrate on HeyReach

   Sequences are loaded into HeyReach using borrowed sender profiles (DFY) or client-owned profiles (IOY). We monitor connection acceptance, positive reply rates, and meeting booking rates. Reply routing goes to the client's preferred tool (Slack, HubSpot, Salesforce) within 15 minutes of a positive response. See HeyReach Sequence Architecture for the detailed playbook.

Why This Structure Works

The reason this methodology produces consistent results across clients is that every step builds on the prior step. A bad ICP poisons the list. A bad list poisons the messaging. Bad messaging poisons the sequencing. Teams that skip the ICP step and go straight to sequencing usually book one meeting per 200 prospects and blame the messaging. Teams that do all four steps in order usually book 2 to 6 meetings per 100 prospects and iterate from there.

What Each Engagement Includes

Timelines

Every engagement begins with a two-week setup period: ICP workshop, initial list build, sequence drafts, and sender warmup or allocation. Week three is first send. Weeks four through twelve are iteration and optimization. Most DFY engagements run three to six months minimum. Most IOY and Lite engagements run six months minimum. Clients typically extend after the first term once the campaigns are dialed in.

What We Measure

The three metrics that matter: connection acceptance rate (target 30 to 45 percent), positive reply rate (target 8 to 15 percent of accepted), and meeting-booked rate (target 35 to 50 percent of positive repliers). Reported weekly with cohort-level breakdowns so we can identify what is working and what needs adjustment.