Your ‘Perfect’ Campaign Will Fail ft. Felipe Soza

About this episode

Saurav Gupta interviews Felipe Soza about building effective GTM systems and the lessons learned from failed campaigns.

In today's episode, I chat with Felipe Soza, Head of Ops at Outreach Engine, about building GTM systems that go beyond cold email—understanding each client's offer from the core, then building the entire revenue engine around it across whatever channels and methods will actually get results, rather than just running campaigns and calling it done. We explore his most engineering-heavy campaign: building a full LinkedIn outbound system for a client targeting US government contractors, pulling the raw company list from the USAspending database (40-50 years of government contracting history), chunking it down in Clay by contractor type, contract size, and fit, then routing each segment to specific SDRs by region with their own localized LinkedIn campaigns—all wired into a single play table that took serious head-banging to get right. He also shares his most honest story: the first fully automated LinkedIn campaign he built, which he was convinced would make him a millionaire, getting zero replies, zero opens, zero everything—and treating that devastation like going to the gym, showing up again, failing again, and building the resilience muscle that eventually made him good. His…

People in this episode

Host: Saurav Gupta

Guest: Felipe Soza

Topics covered

• GTM systems
• cold email
• revenue engine
• LinkedIn outbound
• AI in marketing
• resilience in sales

Keywords

• GTM systems
• cold email
• LinkedIn campaigns
• AI marketing
• sales resilience
• government contractors

Mentioned in this episode

Organizations: Outreach Engine, Clay, USAspending, Chevron Phillips, JLL

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