B2B SaaS · AI Marketing · Sales engine buildout

Advark AI

Built a full sales engine from zero: prospect list, outbound scripts, demo flow, CRM setup, and a repeatable playbook, so Advark could stop relying on inbound and start generating qualified pipeline at scale.

Client Advark AI
Industry B2B SaaS · AI Marketing
Engagement type Fractional Sales Director
Target 100–150 SMB prospects / week
Deliverables 6 core workstreams
Timeline 6-week phased buildout
01 · The challenge

A product built for small businesses with no system to reach them.

Advark AI helps small business owners generate marketing content: ads, copy, and creatives, without needing an agency or a marketing background. Despite clear demand for what they built, the pipeline to support it wasn’t there.

Growth was dependent on inbound and word of mouth. There was no outbound motion, no defined ICP, no demo script, and no CRM discipline. The founder was selling manually with no repeatable framework behind it, which meant every new conversation started from scratch, so Impello stepped in to build the whole system.

02 · Deliverables
Six interconnected workstreams across three phases, each built to operate independently and feed into the next. Every asset was built specifically for Advark’s buyers, language, and sales motion.
01
ICP & Positioning Brief
Defined the ideal SMB buyer: business type, size, pain profile, and buying triggers. Refined Advark’s positioning and messaging to match the language their prospects use when they realize they need help with marketing.
ICP definition Messaging framework Positioning brief
02
Outbound Scripts & Email Sequences
Written cold, warm, and follow-up scripts, each tailored to Advark’s non-sales tone. Cold calling scripts built around a problem-led approach that opens with what the prospect is already feeling. Email sequences structured for multi-touch engagement.
Cold scripts Warm scripts Follow-up sequences Objection handling
03
Pitch Deck & Demo Script
Audited Advark’s site and built a pitch deck and supporting pitch flow for use in live demos. Demo script written using sales psychology, prioritizing active objection handling and guiding prospects toward a natural close without high-pressure tactics.
Pitch deck Demo script Objection handling Close framework
04
CRM Setup & Pipeline Management
Configured Apollo for prospecting and CRM hygiene. Built pipeline stages, lead status tracking, and weekly reporting cadence. Managed active outreach, qualifying leads, scheduling demos, and keeping the pipeline current throughout the engagement.
Apollo CRM Pipeline stages Lead qualification Weekly reports
05
Qualified SMB Pipeline
Identified and engaged 100–150 ICP prospects weekly via cold calling, email, and LinkedIn. Delivered 20–30 qualified SMB decision-makers, business owners actively looking for a marketing solution, into the pipeline by engagement close.
100–150 prospects/wk 20–30 qualified leads SMB decision-makers
06
Sales Playbook & Handoff Docs
Finalized playbook covering scripts, email templates, call frameworks, and a repeatable weekly cadence, built so a future SDR can pick it up and run without re-inventing anything. Includes CRM workflow documentation and onboarding guidance.
Scripts & templates Call frameworks SDR-ready cadence CRM documentation
03 · Target market
One tightly defined ICP: small business owners who are already spending on marketing but burning cash with no results. Engaged via cold calling, email, and LinkedIn, prioritizing decision-makers with direct budget authority.
Primary ICP
100–150 / week
SMB Owner-Operators
Small business owners across retail, services, and local e-commerce, typically 1–20 employees, who are running their own marketing, burning ad spend, and getting inconsistent results. Decision-makers with full budget authority and immediate pain.
Company size1–20 employees
Pain triggerBurning ad budget, no results
ChannelsCold call · Email · LinkedIn
SourceApollo · manual enrichment
Outreach approach
Non-sales
Problem-Led, Not Product-Led
Scripts and sequences built around what the prospect is already frustrated by. Every cold call opens on their specific problem. Every touchpoint is structured to feel like an authentic conversation, which drives better connect rates and demo conversion.
Cold call approachProblem-led opener
Email structureMulti-touch, 3-step sequence
Demo close styleSales psychology framework
LinkedInUsed when Sales Nav accessible
Qualified leads delivered
20–30
SMB decision-makers in pipeline
Prospects / week
150
ICP contacts engaged
Engagement length
6 wks
phased buildout
Playbook
SDR-ready
on handoff
04 · How we built it
Each workstream was built in sequence: research and positioning first, then the messaging layer, then the operational infrastructure to run and scale it.
1
Discovery
ICP refinement, messaging & site audit
Audited Advark’s website, product, and existing sales attempts to identify positioning gaps. Defined the SMB ICP in detail: job titles, business types, pain triggers, and buying behavior. Used the site audit to build a pitch deck and pitch flow that reflects how buyers think about their problem.
ICP definitionSite auditPositioning briefPitch deck
2
Messaging
Scripts, sequences & demo flow
Wrote outbound scripts: cold, warm, and follow-up, in a non-sales voice that leads with the prospect’s frustration. Built a full demo script using sales psychology principles: problem amplification, social proof placement, and natural close paths that reduce friction without pressure.
Cold scriptsEmail sequencesDemo scriptObjection trees
3
Prospecting
Pipeline build & active outreach
Used Apollo to identify and engage 100–150 ICP prospects weekly. Ran cold calling as the primary channel with email and LinkedIn as supporting touches. Qualified leads, scheduled demos, and managed CRM hygiene throughout, keeping the pipeline clean and the data usable.
ApolloCold callingEmail outreachLinkedInCRM hygiene
4
Optimization
A/B testing & message refinement
A/B tested openers, subject lines, and call-to-action language based on live response data. Weekly consultation calls to review what was working, what wasn’t, and where to adjust. Messaging evolved week-over-week based on what came back from outreach.
A/B testingResponse analysisWeekly reviewsKPI dashboard
5
Handoff
Sales playbook & CRM documentation
Finalized a complete sales playbook: scripts, email templates, call frameworks, weekly cadence structure, and CRM workflow documentation. Built so a future SDR can onboard and execute without starting from scratch, with every workflow documented so nothing gets reinvented.
Sales playbookSDR onboarding docsCRM workflowsRepeatable cadence
05 · Tools used
Apollo.io
LinkedIn Sales Navigator
HubSpot CRM
Instantly
Loom
Notion
Ready to build?

Your pipeline shouldn’t depend on who you happen to know.

We build the outbound system end-to-end. You get a list, a script, a CRM, and a playbook ready to run.

Book a build call →