In today's episode, I chat with Nico Gillard, co-founder of medialab, about building intelligent GTM systems using Clay and data-driven ICP definition.
We explore Nico's approach to going beyond basic firmographics to identify the ideal client situation (ICS) - not just who your customer is, but when they're ready to buy. Nico shares examples like targeting ERP software buyers who've outgrown Xero or MyOB, and event management platforms that reach out before flagship events when pain points are highest. We discuss how medialab works with scale-ups (10M+ ARR) in APAC, their use of Clay and Open Router to uncover intelligence nobody else can find, and why they're exploring new channels like Instagram DMs and WhatsApp. Nico also explains their enterprise approach of building sales intelligence dossiers rather than automated outreach for high-ACV deals.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:15) What medialab Does and Target Clients
(02:11) 30-60-90 Day Client Onboarding Process
(03:42) Beyond Firmographics: Defining True ICP
(05:00) ERP Software Example: Outgrowing Xero/MyOB
(07:06) ICS vs ICP: Ideal Client Situation
(08:13) Event Management Timing Example
(10:01) Workshop Approach to Uncover Intelligence
(11:10) Using RB2B for Intent Signal Capture
(13:00) Enterprise Automation Challenges
(14:00) Inbound Use Cases and High Reply Rates
(15:03) Building Sales Intelligence for Enterprise ABM
(17:03) Exploring New Channels: Instagram, WhatsApp
(19:12) Physical Gifting and Offline Strategies
(20:33) Partnership Model for Channel Execution
(21:40) Nico's Journey into GTM Engineering
(22:50) First Client Loss and ICP Learnings
(24:00) Future of GTM Engineering Functions
(25:40) Why Startups Will Win with Early Adoption
(27:23) Closing and Contact Information
🔗 CONNECT WITH NICO
🔗 CONNECT WITH SAURAV
💻 Website
👥 LinkedIn
📧 Email - saurabh@salesrobot.co
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