Campaign Brief: Blotout Competitor Outreach — E2A Cold Email Sequence
Service line: Edge-to-Activation (E2A) — Custom Server-Side Tracking Infrastructure
Gate date: 2026-03-10 (2 weeks from launch)
Brief owner: Luke Scorziell
Last updated: 2026-02-25
Use this brief to run the campaign and to score it against the Campaign Launch Checklist at the gate. Keep the checklist section updated so go/no-go is obvious.
1. Launch checklist progress (gate at 2 weeks)
Beta Test (must all be ✅ to advance)
- Enriched Tier 1 list built (link: _________)
- 3 SOWs created and sent
- 1 signed contract secured
- Delivery started
- 1 milestone reached
Market Ready (commit when we go)
- Service posted on website
- Lead gen underway (this campaign)
- Supporting content calendar in execution (see Content below)
- Partners updated
- 5 customers attracted to a meeting
SOW & meeting tracking
| # | Company / contact | SOW sent | Signed | Meeting booked | Notes |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 | |||||
| 4 | |||||
| 5 |
Target: 3 SOWs sent, 1 signed, 5 total prospects to a meeting.
2. Positioning & hypothesis
Value Proposition: “Best in the world at solving attribution blind spots for DTC performance marketers using custom-built, engineer-led edge-side tracking infrastructure.”
Problem: DTC brands paying recurring SaaS fees for server-side tracking infrastructure they could own outright — with ongoing engineering complexity they didn’t expect.
Customer (title / segment): Marketing Ops, VP Marketing, CMO, Growth Lead, Head of Performance — DTC e-commerce brands $10M+ revenue, or agencies managing paid media for those brands.
Solution (service name / approach): E2A (Edge-to-Activation) — custom server-side tracking, first-party data pipelines, and clean attribution. One-time build. Client owns the infrastructure. No monthly bill.
One-line test hypothesis: “DTC marketers paying for Blotout’s EdgeTag will convert to a Brainforge E2A engagement when shown 95%+ tracking accuracy + an engineer-led, one-time build as the alternative to a recurring SaaS fee.”
One-pager / narrative: (link TBD)
Pricing: ~25,000 one-time setup fee. (vs. ~$25K+/year recurring at Blotout’s Professional/Growth tiers for comparable event volumes)
3. Campaign overview
What we’re testing: Cold email outreach to Blotout’s Slack community (~1,566 members) — existing Blotout customers — to convert brands paying recurring SaaS fees into Brainforge E2A clients who own their infrastructure outright. Success = 3 SOWs sent, 1 signed, 5 conversations booked within 2 weeks of first send.
Target audience:
- DTC e-commerce brands, $10M+ revenue, meaningful paid media spend (Meta, Google)
- Agencies managing paid media for 5+ DTC brand clients
- Roles: Marketing Ops, VP Marketing, CMO, Growth Lead, Head of Performance, Head of Data / Analytics
- Source: Blotout Slack community emails, enriched via Clay
Strategy: Cold email only (no LinkedIn for this campaign). Quality over volume — Tier 1 enriched contacts first (50–100), Tier 2 as fallback. Tone is curious and consultative, not competitive. Blotout is referenced neutrally as a known touchpoint. Sender is Robert (alias account) with Luke owning all reply conversations.
4. Execution: Outreach & leadgen
List-building approach
Constraint: The Blotout Slack only surfaces emails — no names, titles, or companies. Enrichment via Clay is required before qualification can happen.
| Step | Action | Tool |
|---|---|---|
| 1 | Export all ~1,566 emails from Blotout Slack | Slack scraper / manual export |
| 2 | Remove @blotout.io and known vendor domains | Manual filter |
| 3 | Split work emails (company domain) vs. personal (Gmail, Yahoo, etc.) | Clay or spreadsheet |
| 4 | Run work emails through Clay → enrich to company, LinkedIn, job title | Clay (Clearbit + LinkedIn enrichment) |
| 5 | Apply Tier 1 / Tier 2 rubric to enriched records | Ryan |
| 6 | Enrich personal emails where possible → Tier 2 | Clay |
| 7 | Drop any email that can’t be enriched to name + company | — |
Fallback: If enrichment yield is low, a lower-personalization send to unenriched contacts is viable — the offer is relevant to anyone in the community. Tier 1 enriched batch goes first; partially enriched batch second.
Target account list
(Populate after Clay enrichment. Max 200 Tier 1 contacts.)
| # | Company | Category | Headcount | Revenue | Source | Prospect identified |
|---|---|---|---|---|---|---|
| 1 | Blotout Slack | |||||
| 2 | Blotout Slack | |||||
| 3 | Blotout Slack |
ICP titles
- VP Marketing
- CMO
- Marketing Ops / Head of Marketing Operations
- Growth Lead / Head of Growth
- Head of Performance / Performance Marketing Lead
- Head of Data / Analytics
Tier qualification
Tier 1 — Contact first:
- DTC e-commerce brand OR agency managing paid media for DTC brands
- $10M+ revenue
- Work email domain (company identifiable immediately)
- Priority: active Slack members (posting questions, complaints, setup requests)
Tier 2 — If Tier 1 runs short:
- DTC brands 10M revenue with paid media focus
- Agencies managing 5+ DTC brand clients on paid media
Exclude:
- @blotout.io and known vendor domains
- B2B SaaS companies
- Personal emails that can’t be enriched to a company
- Job seekers, students
Message library
Email 1 — The Result (Day 1) Subject: Edge-side tracking at 95% accuracy — how’s yours tracking?
Hey [First Name],
We recently helped a client track edge-side campaigns with 95% accuracy. Saw you’re already using Blotout — curious if you’re seeing similar results, or if there are gaps you’re still working through.
We run the process end-to-end with quality engineers, so you don’t have to be hands-on with the technical side. Would a quick 20-minute conversation about how edge-side tracking is going for your company be useful?
— Robert [Last Name], Co-Founder, Brainforge
Email 2 — The Engineering (Day 5) Subject: We handle the engineering side — you just see the results
Hey [First Name],
Following up on my last note. One thing that tends to come up with brands using server-side tracking tools: getting the engineering exactly right takes more time than expected — conversion events, attribution logic, data pipelines.
That’s the part we take off your plate entirely. Our engineers build and own the technical implementation so your team stays focused on what the data is telling you. Open to a quick 20 minutes to compare notes?
— Robert
Email 3 — The Close (Day 10) Subject: Last one from me — [Company] + Brainforge
Hey [First Name],
Last note — don’t want to take up space in your inbox. If your edge-side tracking is dialled in and the timing’s off, totally get it.
If you ever want to explore what a fully engineered, end-to-end setup looks like — just reply “interested” and I’ll get something on the calendar.
— Robert
Outreach checklist (per prospect)
- Confirm enriched (name, company, role confirmed via Clay)
- Confirm ICP fit (Tier 1 or Tier 2)
- Loaded into sending tool under Robert’s alias account
- Email 1 sent
- Email 2 sent (Day 5)
- Email 3 sent (Day 10)
- Outcome logged (reply / no reply / booked)
- Reply flagged to Luke within 24h
5. Execution: Content
Goal: Not the primary channel for this campaign. Content may be used to warm up prospects or provide credibility if they research Brainforge after receiving the email. No dedicated content calendar for this campaign at launch.
If content is added later: Brief a supporting post sequence through the CC content system (Robert GPT) and link the Notion board here.
Content lives in: (link TBD if content is added)
| # | Pillar | Topic / hook | Notion / link |
|---|---|---|---|
| 1 | |||
| 2 |
6. Roles & owners
| Action | Owner |
|---|---|
| Brief owner / gate decision | Luke Scorziell |
| List export + enrichment (Clay) | Ryan |
| Tier 1/2 qualification | Ryan |
| Sequence load + send | Ryan |
| Sender account | Robert [Last Name] (alias) |
| Reply flag to Luke | Ryan (within 24h) |
| All reply conversations | Luke Scorziell |
| Content publish (if added) | TBD |
7. Gate decision (fill at gate date)
Gate date: 2026-03-10
- Go — Beta criteria met; proceeding to full rollout (website, leadgen, content, partners, 5 to meeting).
- Conditional go — Beta met; Market Ready actions committed with follow-up date.
- No-go — Beta not met; iterate or pause. Next test date: _______________
Notes:
Related
- Competitive Research: Blotout ← includes Slack intel
- E2A Post Outlines
- E2A Lead Magnets + CTAs
- Weekly Plan W08
- Campaign Brief Intake Agent:
../../agents/workers/campaign-planning/campaign-brief-intake/PRD.md