B2B lead-gen pipeline: 50 qualified leads/week on autopilot
B2B digital transformation consulting for mid-market RU. 2 SDRs manually dug through LinkedIn and SPARK for 15 leads per week at 80 hours of work. A three-layer pipeline Apollo → Clay → Instantly with AI personalization delivered 52 leads per week at 6 hours of team time.
2 SDRs + 80 hrs/wk = 15 leads
B2B digital transformation consulting (mid-market RU: revenue ₽100-1500M, companies 50-500 people). Target contact — CEO / COO / IT director. Average project size — ₽2-5M. Deal cycle — 3-7 months. Outbound — the main acquisition channel, inbound delivers less than 20% of pipeline.
Two SDRs worked manually in "researcher-copywriter" mode: scrolled LinkedIn, went to SPARK to check revenue, searched open sources for press releases and signals (hired a CDO, opened a branch, closed an investment round), and wrote a personal email for each. 80 person-hours per week — for 15 leads.
Reply rate hovered in the 4-6% range. Of those who replied, about a third qualified by our criteria. CPL with this process — ₽12.8k counting only SDR salary, without overhead. Scaling this meant hiring more SDRs — but the labor market is expensive, training is long, turnover is high.
Three-layer pipeline: sources → data → AI copy → delivery
Simple idea — offload all linear SDR work to a pipeline, leaving SDRs the function "monitors quality and closes warm meetings." Apollo provides the raw ICP, Clay enriches, GPT-4o and Claude write variants for specific triggers, Instantly sends via warmed-up mailboxes.
1.2M ICP for RU: CEO/COO/IT mid-market 50-500 people, revenue ₽100-1500M. Industry segmentation.
SPARK revenue + RSS press releases + BuiltWith stack + new job openings — datapoints for personalization.
GPT-4o + Claude (via ProxyAPI.ru) generate 3 email variants from 4-7 datapoints. A/B on subject.
8 warmed-up mailboxes, rotation, 4-step follow-up cadence. Bounce protection and spam check.
Replies → amoCRM with sentiment tags. Positive → SDR, negative → unsubscribe loop.
Apollo as the ICP entry point
The Apollo database for the Russian market — 1.2M C-level contacts in the target segment. We segment by industry (industrial manufacturing, wholesale, retail, B2B services), exclude those already working with competitors per BuiltWith, and get a clean ICP list of ~18-22k contacts per quarter of work.
Clay: 4-7 datapoints per lead for AI
Each contact is enriched via Clay: revenue from SPARK, recent press releases (company RSS feeds), tech stack via BuiltWith, open job postings (HR signal of growth), mentions in industry press. Goal — to collect 4-7 datapoints on which AI can write a non-generic personalized email.
AI copy with specifics, not templates
GPT-4o quickly generates 3 variants per lead (via ProxyAPI.ru — RU card payment). Claude Opus 4.7 does the final review of the top variant, cuts boilerplate, verifies facts against datapoints. The output — an email that mentions a specific company event (new branch, CDO hire, recent release), not "let's get acquainted with your company."
Instantly — scale without blocks
8 mailboxes on different domains (main + 7 dedicated). 2 weeks of warm-up via Instantly warm-up before the main campaign launches. Rotation of 35-45 emails per day per mailbox to avoid spam filters. A/B subject + 4-step follow-up cadence (after 3, 7, 14, 28 days). Bounce auto-clean.
amoCRM with sentiment-tagging of replies
Each reply goes through a mini-LLM router: positive → lead to amoCRM with "ready for call" tag and straight into SDR queue; neutral → lead with "needs more materials" tag; negative → unsubscribe and removal from cadence. SDRs now only handle closing meetings, not initial correspondence.
Best-of-breed tools, RU card payment
Database of 1.2M C-level contacts in RF, segmentation by ICP criteria
Enrichment pipeline: SPARK + RSS + BuiltWith + job postings, datapoints per lead
Cold email outreach service: warm-up, rotation, cadence, bounce protection
Fast generation of 3 email variants per lead and subject line from datapoints
Final review of top variant: boilerplate, facts, tone
Proxy to OpenAI / Anthropic with RU card payment — no VPN/foreign accounts
Source of company revenue and financial statements by tax ID
Tech stack: which CMS, analytics, hosting, whether competitors are already in
CRM for managing qualified leads, sentiment tags, SDR queue
What changed in 6 weeks
+247% qualified pipeline volume
thanks to AI personalization on 4-7 datapoints
including all subscriptions and AI tokens
just quality control + closing meetings
setup + recurring (subscriptions and maintenance)
The main pipeline shift isn't "more leads," it's the SDR focus change. Previously SDR was an operational role (research, copy, sending), now it's a consultant at closing meetings. The team didn't grow, it shifted toward the higher-value part of the funnel.
Bonus effect — it became possible to test new niches without expanding the team. Launching a campaign in a new vertical is now an Apollo filter switch and Clay enrichment rebuild, without hiring 2 SDRs for 3 months.
When B2B pipeline beats manual SDRs
Universal pattern — "selling to C-level in mid-market+, deal cycle > 1 month, average ticket > ₽500k". Wherever the economics tolerate ₽3-5k per qualified lead and AI personalization delivers a quality edge over templated mailings:
- → B2B SaaS with ₽500k+/yr ticket — typical ICP, clear purchase triggers
- → Consulting / agencies — digital transformation, automation, custom development
- → Corporate services — legal, audit, valuation, HR consulting for mid-market
- → Industrial tech — IoT, MES, WMS — where the target contact is the production / IT director
- → FinTech B2B — acquiring, factoring, banking products for mid-sized business
- → Any B2B service where "hire another SDR" means hiring 6+ people to reach the desired output
- ICP workshop + Apollo segmentation for specific business criteria
- Clay enrichment pipeline for 4-7 datapoints for AI copy
- GPT-4o prompts + Claude review + A/B subject framework
- Mailbox infrastructure: 8 boxes, 14-day warm-up, cadence configuration
- amoCRM integration: sentiment tags, SDR queue, sync with Instantly
If SDRs are busy with research instead of closing meetings — this turns around in 6 weeks
₽420k setup + 95k/mo. Mailbox warm-up and first qualified leads — by week 6. Suitable for B2B services with ticket > ₽500k and deal cycle > 1 month. Includes team training on pipeline management.
Аудит за 5 000 ₽ — с конкретным отчётом и сметой
Расскажу что внедрить в вашем бизнесе в первую очередь, какая будет окупаемость, и нужен ли вообще AI для вашей задачи (иногда — нет).
Или просто напишите свой вопрос — отвечу в течение 2 часов