The SPACLE Framework - Module 2
Set measurable goals with OKRs, master strategic research with AI-powered tools, define your ICP with 15 precision questions, and build your complete campaign execution plan.
The foundation of every successful cold email campaign. Without clear strategy, you're just sending emails and hoping. With strategy, you're executing a system designed to generate predictable results.
Here's the hard truth: Most founders skip strategy and jump straight to sending. They copy a template from Reddit, scrape a random list, and blast 500 emails hoping something sticks.
Result? 0.3% reply rate. Burned domain. Wasted time. And they conclude: "Cold email doesn't work."
But cold email DOES work—when built on strategy. The startups booking 20+ meetings per month aren't lucky. They're strategic. They know exactly who they're targeting, why they're targeting them, and what specific outcome they're driving toward.
This module gives you the strategic foundation that separates amateur blasts from professional campaigns. You'll define measurable goals using OKRs, build your ICP with surgical precision, conduct market research in minutes using AI, and create a campaign execution plan that turns cold prospects into warm conversations.
Strategy isn't optional. It's the difference between 0.3% and 5% reply rates. Let's build yours. 💪
Most startups fail at cold email because they skip strategy and jump straight to tactics. They copy a template, find a list, and start sending. But cold email for startups requires a different approach than established companies. You need to be hyper-focused, deeply relevant, and strategically aligned with your business goals.
Before writing a single email, answer this: "What specific outcome do I want from this campaign?"
Vague goals like "get more customers" or "raise awareness" lead to vague campaigns. Specific goals create specific strategies.
💡 Note: The Goal-Setting Framework (OKRs) section below provides a comprehensive system for setting and measuring campaign goals.
The best cold emails are built on deep research. Understanding your prospects' language, pain points, and priorities is what transforms generic templates into highly personalized messages that get replies.
💡 Note: The Market Research Toolkit below provides 20+ free resources to conduct this research efficiently.
Your ICP is a detailed description of your perfect prospect. For startups, you can't afford to waste time on prospects who aren't a great fit. A narrow, specific ICP always outperforms a broad one.
💡 Note: The ICP Workshop below walks you through 15 detailed questions to define each of these elements.
Once you know your goal, have researched your market, and defined your ICP, you need a structured plan to execute. Campaign planning translates strategy into action.
💡 Note: The Campaign Planning section below provides step-by-step execution guidance with expanded details.
Use this worksheet to define your cold email strategy. Be as specific as possible—vague strategy = vague results.
OKRs (Objectives & Key Results) help you set ambitious but achievable goals for your cold email campaigns. Each campaign should have 1 Objective and 3-5 Key Results.
Objective: A qualitative, inspirational goal that describes what you want to achieve.
Key Results: 3-5 quantitative metrics that measure progress toward the objective. These should be specific, measurable, and time-bound.
OKR Formula: "I will [Objective] as measured by [Key Results]"
"Build a predictable pipeline of qualified demo calls with Series A SaaS companies in Q1 2025"
KR1: Send 1,000 personalized cold emails to VP Sales at Series A SaaS companies (20-100 employees)
KR2: Achieve 50% open rate and 5% positive reply rate
KR3: Book 25 qualified demo calls (2.5% conversion rate)
KR4: Convert 8 demos to opportunities (32% demo-to-opp rate)
"Secure seed funding by connecting with the right early-stage investors in the HR tech space"
KR1: Research and email 100 seed-stage VCs who invested in HR tech in last 18 months
KR2: Achieve 65% open rate and 15% positive reply rate (highly personalized approach)
KR3: Book 12 intro meetings with partners/principals
KR4: Receive 3+ term sheets from interested investors
"Establish thought leadership by appearing on top B2B growth podcasts"
KR1: Pitch 50 B2B SaaS/sales podcasts with 5,000+ monthly downloads
KR2: Achieve 40% reply rate with story-driven pitch emails
KR3: Book 8 podcast interviews (16% conversion rate)
KR4: Generate 500+ website visits and 20+ qualified leads from podcast appearances
Before writing a single email, invest time in research. The better you understand your prospects' world, the more relevant and compelling your messaging will be. Most cold emails fail not because of poor writing—but because of poor research.
Your competitors are sending generic emails to the same prospects. They're relying on templates, mass personalization, and spray-and-pray tactics. You have the opportunity to stand out by doing what 95% of senders won't: actually understanding who you're reaching out to.
The research paradox: Spending 5-10 minutes researching each prospect feels slow and inefficient. But it's precisely this "inefficiency" that makes your outreach 10x more effective. A personalized email to 100 well-researched prospects will outperform a generic email to 1,000 random contacts—every single time.
What good research unlocks: Timing triggers (why reach out now?), relevance hooks (why should they care?), credibility signals (who validates you?), and emotional resonance (what do they actually value?). Without these, you're just another cold email in an overcrowded inbox.
If you're ready to invest a few hundred dollars per month, AI-powered research tools can automate 80-90% of the manual process while delivering deeper insights. These tools use AI to monitor social signals, analyze company data, and generate personalized research briefs in seconds—not minutes.
Leading AI research tools:
The trade-off: Manual research = free but time-intensive (7-13 min/prospect). AI tools = $200-500/month but reduce research time to 1-2 min/prospect with equal or better quality. For campaigns targeting 1,000+ prospects/month, AI tools pay for themselves in time savings alone.
Great prospect research happens in three layers, each building on the last:
Goal: Basic qualification—confirm they fit your ICP and are worth deeper research.
Goal: Understand their current priorities, challenges, and timing—what makes NOW the right time to reach out?
Goal: Find emotional hooks and personal connection points that make your outreach memorable and human.
Now that you know what questions to ask, here are 20+ free tools to find the answers—but not just any answers. We're looking for social signals: real-time intelligence that reveals buyer intent, momentum, and timing.
⚠️ Pricing Disclaimer: Tool pricing changes frequently. The prices listed below were accurate as of November 2025 but may have changed. Always verify current pricing on the tool's official website before purchasing. Some tools (PitchBook, SimilarWeb) require contacting sales for pricing.
Traditional prospecting uses static databases (job titles, company size, industry). Social signal-based prospecting uses real-time behavioral data (what they're posting, funding they just raised, problems they're publicly expressing, people they're hiring).
Why this matters: While competitors cold email stale lists, you'll reach prospects at the exact moment they're showing intent—hiring signals, funding announcements, product launches, pain point discussions, research questions. The tools below help you find these signals and act on them before everyone else does. (You'll learn the complete system in Module 3: Prospect)
Use for: Funding data, investor lists, company growth trajectories, acquisition news
💡 Pro tip: Filter by "funding raised in last 90 days" to find companies with fresh budget
Free vs Paid: Free = basic company profiles, recent funding news. Pro ($49/mo annually or $99/mo monthly) = advanced filters, unlimited searches, investor contact info, 2,000 rows exported/month, saved searches, API access.
Use for: Deep investor insights, M&A activity, private company financials
💡 Pro tip: Great for investor outreach—find VCs who invested in similar companies
Use for: Tech stack detection (what tools a company uses)
💡 Pro tip: Find companies using [specific tool] for integration/replacement pitches
Free vs Paid: Free = limited tech lookups per day, basic tech stack view. Basic ($295/mo) = unlimited lookups, lead lists, tech adoption trends. Pro ($495/mo) = API access, historical data, competitor analysis.
Use for: Website traffic estimates, top traffic sources, audience demographics
💡 Pro tip: Mention traffic growth in emails: "Saw your traffic grew 120% last quarter..."
Free vs Paid: Free extension = basic traffic overview (limited metrics). Starter ($125/mo annually) = 3-month history, top pages, traffic sources. Professional ($333/mo annually) = 15-month history, audience insights, conversion analysis.
Use for: Competitor intelligence, revenue estimates, news alerts
💡 Pro tip: Set up alerts for target companies to trigger timely outreach
Use for: Advanced prospect filtering, company insights, job change alerts
💡 Pro tip: Filter by "posted on LinkedIn in last 30 days" for active prospects
Free Trial vs Paid: Free LinkedIn = basic search (limited filters). Sales Navigator Core ($79.99/mo or $959.88/year) = 50 InMail/month, advanced lead/company search, real-time sales updates, unlimited saved leads. Advanced ($135/mo or $1,440/year) = TeamLink, integrations, account recommendations.
Use for: Email finding, verification, company databases
💡 Pro tip: Use filters: company size, tech stack, funding stage, recent hires
Free vs Paid: Free = 60 email credits/month, 120 mobile credits/year, unlimited email finder searches. Basic ($49/user/mo) = 900 email credits/month, 12,000/year mobile, sequences. Professional ($79/user/mo) = 1,800 credits, 24,000/year mobile, AI writing, advanced filters, A/B testing.
Use for: Finding email addresses, verifying email validity
💡 Pro tip: Use domain search to find all employees at a company
Free vs Paid: Free = 25 searches/month, 50 verifications/month. Starter ($34/mo annually or $49/mo monthly) = 500 searches, 1,000 verifications, bulk tasks. Growth ($104/mo annually or $149/mo monthly) = 5,000 searches, 10,000 verifications, API access, CRM integrations.
Use for: Finding direct dials and verified emails
💡 Pro tip: Best for executive outreach (CEOs, VPs, investors)
Free vs Paid: Free = 5 lookups/month (very limited). Individual ($39/mo annually or $53/mo monthly) = 80 lookups/month, email + phone. Pro ($79/mo annually or $119/mo monthly) = 200 lookups, bulk search, advanced filters. Ultimate ($199/mo annually or $249/mo monthly) = 500 lookups, API access, intent data.
Use for: Email and phone lookup from LinkedIn profiles
💡 Pro tip: Works directly on LinkedIn—no need to leave the page
Use for: Customer pain points with competitor products
💡 Pro tip: Read 3-star reviews of competitors—they reveal what users wish existed
Use for: Unfiltered opinions, frustrations, tool recommendations
💡 Pro tip: Search "frustrated with [competitor]" to find dissatisfied users
Use for: Common questions prospects ask about your space
💡 Pro tip: Search "[your solution] vs [competitor]" to understand decision criteria
Use for: Visualizing search questions people ask about topics
💡 Pro tip: Use this to understand what prospects are Googling
Free vs Paid: Free = 3 searches/day, basic visualizations. Individual ($79/mo annually or $99/mo monthly) = unlimited searches, compare data, alerts, CSV export. Expert ($159/mo annually or $199/mo monthly) = 4 users, API, historical data, priority support.
Use for: Automated alerts when prospects are mentioned in news
💡 Pro tip: Set alerts for "[Company Name] funding" or "[Company Name] acquires"
Use for: Startup funding news, product launches, acquisitions
💡 Pro tip: Reach out within 48 hours of funding announcement—they're in "growth mode"
Use for: New hires, product updates, company milestones
💡 Pro tip: Follow target companies to get real-time updates in your feed
Use for: Real-time opinions, frustrations, and interests of prospects
💡 Pro tip: Create private lists of target prospects and monitor daily
Use for: Finding prospect interviews revealing strategy and priorities
💡 Pro tip: Reference something they said in an interview: "Loved your take on [topic] in the [Podcast] episode..."
Use for: Understanding company priorities and thought leadership
💡 Pro tip: Comment thoughtfully on their blog posts before cold emailing
Use for: Company culture videos, product demos, conference talks
💡 Pro tip: Watch their conference talks to understand strategic direction
Don't get overwhelmed—pick 5-7 tools that work for your use case and create a weekly research routine:
This comprehensive worksheet will help you define a laser-focused ICP that drives high reply rates. Spend 30-45 minutes working through these questions. The more specific you are, the better your results will be.
Why it matters: Industry determines pain points, budget cycles, buying behavior, and language.
Examples:
Why it matters: Company size affects decision-making process, budget, and organizational complexity.
Size bands:
Why it matters: Revenue/funding indicates budget availability and growth trajectory.
Examples:
Why it matters: Geography affects time zones, language, legal compliance, and cultural norms.
Why it matters: Business model affects pain points and priorities.
Examples: B2B SaaS, B2C marketplace, e-commerce, services, etc.
Why it matters: Knowing their tech stack helps you identify integration opportunities and replacement potential.
Examples:
Why it matters: Technical sophistication affects product fit and messaging complexity.
Levels: Basic (no-code/low-code users), Intermediate (comfortable with APIs), Advanced (engineering-driven)
Why it matters: Hiring signals growth, budget availability, and strategic priorities.
Examples:
Why it matters: Timing is everything. Trigger events create "buying windows."
Common trigger events:
Why it matters: Content engagement reveals interests and priorities.
Examples: LinkedIn posts about [topic], podcasts on [subject], attending [conference]
Why it matters: Wrong person = no reply. Right person = higher conversion.
Be specific:
Why it matters: Senior executives can say yes; junior employees need approval.
Levels: C-level (CEO, CTO, CFO), VP-level, Director-level, Manager-level, IC (Individual Contributor)
Why it matters: New hires (0-6 months) often have fresh mandate and budget; tenured leaders have established processes.
Sweet spot: Often 3-12 months (past onboarding, before status quo sets in)
Why it matters: Your email must resonate with their current frustration.
Frame it like this: "They're currently struggling with [problem] which causes [consequence]"
Example: "SDR teams spending 4+ hours/day on manual prospecting, causing quota misses and high turnover"
Why it matters: Vague promises don't convert. Specific outcomes do.
Examples of strong outcomes:
Compile your answers into a single document. This becomes your "North Star" for list building, email personalization, and campaign optimization. Share it with your team so everyone targets the same ideal prospect.
Now that you've defined your goal, researched your market, and defined your ICP, let's translate that strategy into a tactical campaign plan:
Create a clear naming convention: "[Goal]-[ICP]-[Month/Year]"
Example: "Demos-SeriesA-SaaS-Q1-2025"
Start small for testing:
• Test batch: 50-100 contacts
• Full launch: 500-1,000 contacts
• Scale: 5,000+ contacts
Recommended for startups:
• Initial email + 4 follow-ups
• Total: 5 touchpoints
• Timing: Days 0, 4, 9, 16, 28
Fill out this worksheet to create your complete campaign plan. This becomes your execution blueprint.
Format: [Goal]-[ICP]-[Month/Year]
Note: Allow 2-4 weeks for domain warmup before test launch
Plan what you'll test to optimize performance. Test one variable at a time with minimum 100 emails per variation.
A/B Testing Best Practices:
• Minimum 100 emails per variation (50/50 split)
• Run test for 5-7 days before declaring winner
• Look for 20%+ improvement to be confident
• Only test ONE variable at a time
• Document all tests (date, variable, winner, lift %)
The timing and content of each email in your sequence matters. Here's a proven 5-email framework over 28 days:
Goal: Establish relevance and create curiosity
Content: Personalized opening + specific value prop + single clear CTA
Length: 75-125 words
CTA: Low-friction ask (15-min call, not "demo")
Goal: Provide value without asking for anything
Content: Share relevant resource (case study, article, insight)
Length: 50-75 words
CTA: Soft or none ("Thought you'd find this interesting...")
Goal: Approach from a different pain point or benefit
Content: Social proof or alternative value proposition
Length: 75-100 words
CTA: Simple yes/no question
Goal: Build credibility through third-party validation
Content: Brief customer success story or relevant results
Length: 60-90 words
CTA: "Would something similar work for you?"
Goal: Final attempt with permission-based close
Content: "Should I stop reaching out?" framing
Length: 40-60 words
CTA: Binary choice ("Reply with 'yes' or 'no'")
Always test variations to improve performance. Focus on one variable at a time:
Use this comprehensive timeline checklist from setup to scale. This aligns with the realistic timeline from Module 1.
📌 Timeline Overview: Week 1-3 (Setup) → Week 4-8 (Launch) → Month 3-4 (Scale to 5,000+) → Month 5+ (Mature system at 8,000-10,000+). Budget 2-3 weeks for domain warmup before launching your first campaign.
Don't send the same email to everyone. Segment your list for higher relevance:
Why: Different industries have different pain points and language
Example: FinTech companies care about compliance; HealthTech cares about HIPAA
Impact: 30-50% higher reply rates vs generic messaging
Why: Small companies vs enterprises have different decision-making processes
Example: 10-person startups → "quick to implement"; 1000+ → "enterprise-grade security"
Impact: Matches message to buyer sophistication
Why: Timing is everything; trigger events create urgency
Example: Just raised funding → "Congrats on Series A..."; New VP hire → "Welcome to [Company]..."
Impact: 2-3x higher reply rates due to timeliness
Why: VPs care about strategy; managers care about tactics
Example: C-level → ROI and revenue impact; IC → ease of use and workflow
Impact: Message resonates with recipient's priorities
Most replies come from follow-ups, not the first email. Here's how to follow up effectively:
💡 Pro Tip: 40-60% of positive replies come from emails 2-4, not the first email. Don't give up after one attempt!
Learn social signal-based prospecting and how to find high-intent leads showing real-time buying signals.
Continue to Module 3 →