M09-03 · AI + Digital Marketing & Agent Orchestration

Outbound & Sales Automation

AI + Digital Marketing & Agent Orchestration →

Clay runs entire lead enrichment and outbound sequences without human intervention. Apollo.io automates prospecting at scale. Instantly manages cold email infrastructure across dozens of domains. The companies using these tools are generating 10x the pipeline of manual SDR teams — but the tools don't configure themselves. This course teaches you to build, optimize, and manage AI-powered outbound systems from ICP definition to booked meeting, with the deliverability discipline and compliance knowledge that keeps your sequences out of spam folders and out of legal trouble.

30 Hours

8 Learning objectives

Create Bloom's ceiling (?)

5 Competencies

What You'll Be Able To Do

Learning Objectives

Objectives

Depth

Build a complete Clay workflow for lead enrichment: data sourcing from LinkedIn/Crunchbase, AI-powered company research, ICP scoring, and automated enrichment with waterfall logic across multiple data providers Create
Configure Apollo.io for prospecting at scale: build targeted prospect lists with firmographic and technographic filters, set up automated sequences, and integrate with CRM systems Apply
Design and deploy multi-step outbound email sequences in Instantly: domain warming schedules, sender rotation, A/B subject line testing, and reply-based branching logic Create
Analyze outbound sequence performance metrics: open rates, reply rates, positive reply rates, meeting conversion rates, and identify which sequence steps are underperforming and why Analyze
Apply email deliverability best practices: SPF, DKIM, and DMARC configuration, domain reputation monitoring, warm-up protocols, and sending volume management across multiple domains Apply
Configure CRM automation workflows in HubSpot or Salesforce: lead routing rules, deal stage progression, activity logging from outbound tools, and pipeline reporting Apply
Create AI-personalized outbound messaging at scale: Clay AI columns for per-prospect research, dynamic merge fields, and personalization that reads as genuinely researched rather than templated Create
Evaluate compliance requirements across outbound channels: CAN-SPAM, GDPR, CCPA opt-out requirements, LinkedIn automation limits, and the legal boundaries of automated prospecting Evaluate

Levels: Remember · Understand · Apply · Analyze · Evaluate · Create — highest demands most original thinking.

Core Competencies

What You'll Master

Lead Enrichment & ICP Targeting

Building Clay workflows that source, enrich, score, and qualify prospects automatically — turning raw data into targeted outbound lists.

Outbound Sequence Design

Multi-step email sequences with reply branching, A/B testing, sender rotation, and AI-personalized messaging that scales without sounding robotic.

Deliverability Management

Domain warming, SPF/DKIM/DMARC, reputation monitoring, and sending infrastructure management that keeps your emails out of spam.

CRM Automation

Connecting outbound tools to HubSpot or Salesforce with proper lead routing, activity logging, and pipeline reporting.

Compliance & Ethics

CAN-SPAM, GDPR, CCPA requirements for automated outbound — the legal and ethical boundaries that keep your operation running.

Portfolio Artifact

What You'll Build

Outbound Sequence with Results Report — Build and run a complete outbound system for a real ICP: Clay enrichment workflow, Apollo prospect list, Instantly email sequence with A/B variants, and CRM integration. Deliver a results report that includes: ICP definition and targeting rationale, enrichment workflow documentation, sequence copy with personalization strategy, deliverability metrics (domain health, bounce rates, spam complaints), performance analysis (open/reply/meeting rates by variant), and optimization recommendations based on data.

Tools You'll Use

Industry Tools, Not Toy Projects

Clay

AI-powered data enrichment and workflow automation platform — the backbone of modern outbound operations for lead research and scoring.

Apollo.io

Sales intelligence and prospecting platform with 275M+ contacts, automated sequences, and CRM integration.

Instantly

Cold email infrastructure platform: domain management, sender warming, sequence automation, and deliverability monitoring across multiple accounts.

HubSpot

CRM platform for pipeline management, lead routing, activity logging, and reporting — the system of record for your outbound operation.

Salesforce

Enterprise CRM for complex sales processes, custom objects, automation rules, and integration with the outbound tool stack.