In today's episode, I chat with Joe Deville, founder of Clay Works of Art, about building creative B2B outbound campaigns for SaaS and IT startups before Series B.
We explore his unique data collection approach using government databases like sam.gov, HIPAA violation websites, and public contract data to find intent signals. Joe shares two brilliant campaigns: an automated Reddit agent that mentions Ignite on cybersecurity threads (generating 7 meetings), and targeting government contract winners who lack required security certifications. He reveals his controversial take that personalization doesn't work at scale, preferring message-market fit over individual customization, and uses tools like Octave and Twain to craft copy that resonates with 15-20 people instead of one. Joe discusses his journey from IT desktop support to Microsoft Azure admin to SDR at Jamf, why sales rejection was 10x harder than coding, and his prediction that everyone will have an agentic AI "Pikachu" using LangChain for knowledge management, data analysis, and campaign optimization.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:26) What Clay Works of Art Does and Client Focus
(01:32) The Process: Data Collection and Positioning
(04:07) Creative Campaign 1: Automated Reddit Agent for Ignite
(05:35) Creative Campaign 2: Government Contract Winners
(06:55) Copywriting Philosophy: Why Personalization Doesn't Work
(08:41) Journey from IT Admin to Sales (10x Harder Than Coding)
(12:01) Future of GTM: Agentic AI as Your Right-Hand Man
(13:42) When Deep Fakes Became Real (The New Source of Truth)
(14:56) Closing and Contact Information
🔗 CONNECT WITH JOE
🔗 CONNECT WITH SAURAV
💻 Website
👥 LinkedIn
📧 Email - saurabh@salesrobot.co
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