Signal:a data event that tells you a prospect is in-market before they raise their hand: a pricing page visit, a funding round, a job change, a replyEnrichment waterfall:querying data sources in sequence until you get a value: Clay tries source A, then B, then C. Better coverage than any single providerGTM Engineering:treating your go-to-market motion as a software system: ICP as filter, signals as triggers, sequences as logic branches, Slack as the delivery layerIntent:behavioral evidence that an account is actively researching a problem you solve, before they contact sales or fill a formOutbound infra:the sending domains, mailboxes, DNS records, and warm-up cadence that keep your email out of spam and your main domain cleanICP filter:the exact definition of which companies and personas belong in your pipeline, expressed precisely enough that a machine can execute itWarm lead:a prospect who has taken a signal action (pricing page, reply, meeting request) that moves them ahead of every cold contact in your sequenceClay waterfall:a Clay table that pulls from LinkedIn, Apollo, and 50+ sources simultaneously, scoring and filtering prospects in real time before they reach a repEnrichment cost:the per-row credit spend of running a Clay workflow: easy to burn through budget fast when calling Clay from an AI agent without guardrails; controlling this requires knowing which enrichments to run, in what order, and when to stopSignal:a data event that tells you a prospect is in-market before they raise their hand: a pricing page visit, a funding round, a job change, a replyEnrichment waterfall:querying data sources in sequence until you get a value: Clay tries source A, then B, then C. Better coverage than any single providerGTM Engineering:treating your go-to-market motion as a software system: ICP as filter, signals as triggers, sequences as logic branches, Slack as the delivery layerIntent:behavioral evidence that an account is actively researching a problem you solve, before they contact sales or fill a formOutbound infra:the sending domains, mailboxes, DNS records, and warm-up cadence that keep your email out of spam and your main domain cleanICP filter:the exact definition of which companies and personas belong in your pipeline, expressed precisely enough that a machine can execute itWarm lead:a prospect who has taken a signal action (pricing page, reply, meeting request) that moves them ahead of every cold contact in your sequenceClay waterfall:a Clay table that pulls from LinkedIn, Apollo, and 50+ sources simultaneously, scoring and filtering prospects in real time before they reach a repEnrichment cost:the per-row credit spend of running a Clay workflow: easy to burn through budget fast when calling Clay from an AI agent without guardrails; controlling this requires knowing which enrichments to run, in what order, and when to stop
How to Set Up B2B Cold Email Without Killing Your Domain
Sending cold email from your main domain is a mistake most companies make once. The right setup uses secondary sending domains so your primary domain is never at risk.
Sending cold email from your main domain is a mistake most companies make once. Once email providers flag your domain as a spam source, recovery takes months — and it affects transactional email, customer communication, and internal email. Everything from your domain.
Why your main domain is at risk
When you send cold email at scale, some percentage of recipients will mark it as spam. Email providers like Google and Microsoft track this. When your spam complaint rate rises above ~0.3%, they start routing your emails to the spam folder. This affects all email from your domain — including sales follow-ups to warm leads, customer onboarding emails, and internal communication.
The infrastructure setup
Register 3–5 secondary sending domains that are close variants of your primary domain. Every sending domain needs SPF, DKIM, and DMARC configured correctly. Create 2–3 mailboxes per domain. Lower volume per mailbox is what keeps you out of spam. A brand new domain needs to be warmed — start at 5–10 emails per day and increase over 4–6 weeks.
Sending from your primary domain. Skipping domain warming. Missing DKIM or DMARC. Too many emails per mailbox — anything over 80–100/day per mailbox raises flags. Not cleaning the list before sending — bouncing at 5%+ damages your reputation fast.
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