A bespoke outbound platform that collapsed four disconnected tools into a single AI-orchestrated pipeline for a UK recruitment firm, turning live hiring signals into qualified conversations without the manual legwork.
Project overview
Outbound growth in recruitment almost always runs on a patchwork of tools: one app to enrich a contact, another to send the emails, a spreadsheet to keep the whole thing honest. A recruitment firm in the UK was stitching Clay, Instantly, LinkedIn Sales Navigator and Google Sheets together by hand. None of it spoke to anything else, so hiring signals slipped through the cracks, prospects were contacted twice, and the team was spending more hours managing software than actually building pipeline.
We built a single platform to carry the entire motion, from discovery and qualification through to personalised outreach and reporting, while leaving strategy and tone firmly in the client's hands.
Challenges to resolve
Clay handled enrichment, Instantly handled sending, Sales Navigator handled sourcing and Sheets handled tracking. Four systems with nothing connecting them meant duplicated effort, climbing subscription costs and no single source of truth.
Spotting the right hiring signal meant digging by hand. By the time a lead was actually qualified, the signal had often gone cold, and messaging quality swung depending on whoever happened to write it.
There was no central dashboard and no real-time read on conversion or drop-off. Reporting happened after the fact, so decisions were always made a step behind the campaigns.
Credits were burned enriching profiles that turned out to be recruiters, job boards or companies already in the pipeline, because filtering came late in the process rather than before any spend.
Tech stack used
Four layers wired into one pipeline, all running on infrastructure the client owns.
Runs the market scan, scoring and deduplication that turn live hiring signals into clean, unique lead data.
The client-owned infrastructure the whole pipeline runs on, handed over so nothing is rented or locked to us.
Generates the personalised three-email sequence tied to the actual job signal behind each lead.
Wires campaign routing and the live Google Sheets dashboard into one connected, real-time flow.
The solution
A scheduled scan sweeps the UK job market roughly twice a week for roles matching the client's focus, Executive Assistants, PAs, Operations Managers and Chiefs of Staff, so fresh hiring signals surface while they are still warm.
Before a single enrichment credit is spent, recruiters, job boards and companies already sitting in the pipeline are stripped out, so budget only ever goes toward genuinely new prospects.
Exclusion checks, a confidence-scoring engine that tags each lead High, Medium or Low, and a deduplication layer combine so only relevant, unique leads move forward.
Claude and OpenAI generate a personalised three-email sequence per lead: an opener tied to the actual job signal, a light-touch follow-up, and a soft close. No static templates.
Qualified leads are routed automatically into the right Instantly campaign with a waterfall contact order, hiring manager first, then reporting manager, then HR, with built-in guardrails against sending limits and spam risk.
A connected Google Sheets dashboard keeps lead status, conversion and exclusions visible in real time, with no manual reporting to compile.
Messaging tone, positioning, exclusions and rules all live in a spreadsheet the client controls, so adjustments never require touching code.
Every stage runs to bounded, predictable behaviour rather than open-ended generation, and the client stays in command of strategy and voice throughout.
Why it matters
One orchestrated pipeline replaces four separate tools and the manual handoffs between them, so nothing gets missed in the gaps.
Every email is written against the specific signal that triggered the lead, so volume never comes at the cost of relevance.
Tone, exclusions and rules sit in a spreadsheet the client owns, so the team can adjust the whole system without waiting on us.
It runs on the client's own infrastructure and was handed over with documentation. Nothing is rented, and nothing is locked to us.
"We went from juggling four tools and a spreadsheet to one system that simply runs. The team can change the messaging or exclusions themselves, and we finally have a real-time view of what is actually working."