# Clarafold

> Clarafold is an AI-enabled B2B go-to-market (GTM) company. It diagnoses where a company's go-to-market is stuck, then designs, builds and operates the agentic workflows and connected systems that fix it, across five services: LinkedIn content, automated outbound, RevOps, ABM programs and GTM strategy. It publishes its GTM workflows free, including as installable agent skills that let a team's own AI run them.

Clarafold is a new firm (founded 2026). Its case studies document go-to-market work led by its founder at a maritime compliance software company (name withheld) before the firm was founded, with figures from the client's own systems. It publishes no logos, metrics or testimonials it has not earned. Its methods are published openly as step-by-step workflows (also downloadable as agent skills) and articles.

Key facts:
- Category: AI-enabled B2B GTM company
- Services: LinkedIn Content, Automated Outbound, RevOps, ABM Programs, GTM Strategy
- Serves: B2B companies with a considered sale — B2B SaaS, AI, Cybersecurity, Enterprise Technology, Fintech Infrastructure, Industrial Technology, B2B Services
- Approach: Diagnose → Design → Execute → Optimize; AI for execution, people for judgment
- First step for buyers: a 30-minute diagnostic call (https://clarafold.com/contact)
- Contact: hello@clarafold.com

## Services

- [LinkedIn Content](https://clarafold.com/services/linkedin-content): Clarafold's LinkedIn Content service is an executive-led content system for B2B companies. Clarafold researches, writes, designs and distributes LinkedIn content published under a founder's or executive's name, with every topic tied to the company's positioning and the deals it is trying to win. It runs as a monthly subscription.
- [Automated Outbound](https://clarafold.com/services/outbound): Clarafold's Automated Outbound service builds and runs a B2B outbound system end to end: ICP and TAM definition, list sourcing and enrichment, account-level research, deliverability-ready sending infrastructure, coordinated email and LinkedIn sequences, and CRM routing for replies. It runs as a monthly subscription.
- [RevOps](https://clarafold.com/services/revops): Clarafold's RevOps service designs and builds the operating infrastructure behind B2B go-to-market — CRM architecture, lifecycle stages, data enrichment, lead routing, reporting and GTM automation — so marketing, sales and leadership work from the same numbers. It is delivered as a fixed sprint, a project or ongoing support.
- [ABM Programs](https://clarafold.com/services/abm): Clarafold's ABM Programs service runs account-based marketing for B2B companies. It selects and tiers target accounts on fit, intent and a specific reason to engage, maps each buying committee, builds account-level intelligence and coordinates personalized marketing and sales plays against one shared account plan. It is delivered as a sprint or an ongoing program.
- [GTM Strategy](https://clarafold.com/services/gtm-strategy): Clarafold's GTM Strategy service is a fixed strategy sprint that defines where a B2B company should compete and how to win there: market segmentation, ideal customer profile (ICP), positioning, messaging architecture, the design of the GTM system that will carry them, and the measures used to judge results.

## Workflows (free, step-by-step)

- [ICP Research Workflow](https://clarafold.com/workflows/icp-research): The ICP Research Workflow is a seven-step process for turning closed-won, closed-lost and stalled deal history into a documented ideal customer profile: firmographic and behavioural criteria, a buying committee map by role, a buyer problem statement in the buyer's own language, and explicit exclusion criteria. It takes roughly 2–4 hours per segment.
- [Outbound Personalization Workflow](https://clarafold.com/workflows/outbound-personalization): The Outbound Personalization Workflow is a seven-step research process that produces structured personalization inputs for one target account: its business context, a named change signal and its source, the function that owns the problem, one checkable piece of evidence and a stated reason to contact now. It takes roughly 5–10 minutes per account, and accounts without a usable signal are skipped.
- [LinkedIn Content Research Workflow](https://clarafold.com/workflows/linkedin-content-research): The LinkedIn Content Research Workflow is a seven-step process that turns sales conversations, industry developments and category disagreements into a research-backed queue of LinkedIn topics, each with one defined claim, the evidence it requires and a traceable link to the company's positioning. One cycle takes roughly 2–3 hours.
- [Lead Enrichment Workflow](https://clarafold.com/workflows/lead-enrichment): The Lead Enrichment Workflow is a seven-step RevOps process that enriches inbound and sourced leads, normalises and deduplicates the data, scores every record for fit and routes it into the CRM by rule — with an exception queue for records that fail. Once built, it runs continuously without manual handling.
- [Account Prioritization Workflow](https://clarafold.com/workflows/account-prioritization): The Account Prioritization Workflow is a seven-step ABM process that scores a universe of target accounts on firmographic fit, intent and relationship signals, weights potential value against winnability, and produces a tiered, capped target list with a documented scoring model and a re-scoring cadence. The initial build takes roughly 1–2 days.

## Case studies

- [A regulatory checklist that booked meetings with tier-1 ship managers at zero media spend](https://clarafold.com/case-studies/compliance-lead-magnet-pipeline): A gated checklist built around a new IMO enclosed space entry resolution (MSC.581(110)), promoted only through the company newsletter and organic LinkedIn, and followed by a five-email nurture sequence, produced 78 downloads, a 64.1% open rate on the delivery email and meetings with three high-fit ship operators: a 4.2% download-to-meeting rate at £0 media spend.
- [Why a 20-person send beat a 147-person broadcast](https://clarafold.com/case-studies/intent-audience-vs-broadcast): When the same mooring-software product email went to two audiences a day apart, the 20 people who had opted into mooring-software updates opened it at 60% and clicked at 10%; the 147-person general community pool opened at 29.1% and clicked at 5.2%. People who had raised their hand engaged at twice the rate. That is the case for building segments on intent and role, not list size.
- [Building an owned audience that opens 42% of what it receives](https://clarafold.com/case-studies/owned-audience-newsletter): A newsletter system that pairs AI research and drafting with a human editor and founder voice built an owned audience of 345 maritime professionals averaging a 42.2% open rate and a 10.5% click rate across 117 sends, with 4 unsubscribes since the list started in December 2025. The August 2026 issue reached 370 people and opened at 44.8%, with a 13.9% click rate.
- [A CRM audit that caught a duplicate send before it reached clients](https://clarafold.com/case-studies/crm-architecture-audit): A 15-phase audit of the company's Mailchimp CRM mapped every tag, journey, segment and draft across 285 subscribed contacts, built 8 live segments without retagging a single contact, and found that the same five-email sales sequence existed both as a live automation and as 14+ unsent drafts. That collision would have sent clients the same pitch twice.
- [From a manual dashboard check to a daily engagement intelligence system](https://clarafold.com/case-studies/engagement-intelligence-reporting): Over 30 days the open rate fell from 47.1% to 31.7%. On a dashboard that's a bad month. The report underneath it named 122 people who had come back for two or more emails. That report comes from a system that replaced a manual Mailchimp dashboard check: since going live on 18 September 2026 it has delivered 26 of 26 daily reports with nobody touching it and tied 1,397 opens and clicks to 223 people.
- [A GTM intelligence engine that scores accounts on evidence, and never sends without a human](https://clarafold.com/case-studies/gtm-intelligence-engine): An internal GTM intelligence platform takes account signals from the outside world, scores accounts with deterministic, explainable rules, uses AI for research and first drafts, and requires a person to read and approve every message before it counts as sent. Every fact in the system traces back to a source, and every outcome is recorded against the activation that produced it.
- [Interactive diagnostics that qualify buyers before the first conversation](https://clarafold.com/case-studies/diagnostic-lead-magnets): Three interactive self-assessments (a VDR Intelligence Scorecard and a Mooring Compliance Calculator, both live, and a Rest-Hours Evidence Gap Assessment in final founder review) replace static PDFs with tools that give each visitor a personalised result and give the sales team a scored, segmented lead. The visitor learns something specific about their own fleet; the team learns how ready that visitor is to talk.
- [Finding out why AI assistants couldn't see an industry specialist's website](https://clarafold.com/case-studies/ai-search-measurement-audit): An audit of how ChatGPT, Perplexity and Claude see the company's website found that every one of its 28 pages served AI crawlers the same 3.5 KB shell: one headline and no body text. The site scored 32/100 for AI-search readiness. The audit traced it to one root cause and delivered a ready-to-apply fix pack for the in-house developer. An earlier GA4 audit decoded 29 live tracking requests across 15 simulated user journeys to show exactly what analytics was and wasn't recording.
- [Mapping a dominant competitor's customer base to find where to attack](https://clarafold.com/case-studies/competitive-account-intelligence): A customer and competitive intelligence report on a leading maritime ERP vendor with 100+ claimed clients verified 110+ named accounts, graded every one by evidence strength, mapped an estimated 5,100+ vessel footprint and identified the workflow gap and regions where a smaller challenger could win.
- [Turning two founders' expertise into a LinkedIn audience and a direct line to buyers](https://clarafold.com/case-studies/founder-led-linkedin): One marketer set the strategy for, wrote and edited the LinkedIn presence of two founders: profiles of about 13,000 and 5,000+ followers and a LinkedIn newsletter of 3,400+ subscribers, with each issue emailed to between 2,303 and 2,533 people. The same voice ran a founder-led DM campaign: 104 prospects contacted, 43 messages seen and 7 replies, a 16.3% reply rate among people who opened the message.
- [Selling a firewall to people who don't trust vendors: a community-led go-to-market](https://clarafold.com/case-studies/community-led-gtm-cybersecurity): Security practitioners trust peers, not vendor ads. For an AI-powered firewall built for lean IT teams, the go-to-market motion was built around a community instead of a campaign: a practitioner-first cybersecurity publication and community, with a persona-led content model, four interactive newsletter formats, a planned network of 20 contributing writers and an engagement pod seeded from 48 connected leads. The product earns attention by being useful to the people it sells to.
- [27× organic reach on X by replying instead of posting](https://clarafold.com/case-studies/reply-led-growth-on-x): A small brand account on X was earning almost nothing: 408 organic impressions in February 2023. By engaging the biggest cricket accounts with replies that added something, rather than posting into the void, it reached 281,500 impressions in May 2023 (9,100 a day), and about 27× more reach in Q2 than in Q1.
- [3.5 million impressions in five days by turning live cricket into content](https://clarafold.com/case-studies/ipl-moment-marketing): During IPL 2023, every match became a live content brief: spot the moment, turn it into a Reel while it is still live, and ride the trending tags. Over five days the Reels earned 3.5 million+ impressions and 1,200 new followers.
- [Making the metaverse legible: positioning, hashtag research and community for a Web3 platform](https://clarafold.com/case-studies/web3-positioning-community): The platform described itself in abstract category language that meant little to the people it needed to reach. The work translated that into a concrete promise, a no-code, drag-and-drop metaverse builder, backed distribution with four months of hashtag data across 7 tags, and wrote down how the community would grow and who would lead it.

## Insights

- [Vertical SaaS Positioning: Sell the Workflow, Not the Platform](https://clarafold.com/insights/vertical-saas-positioning): Vertical SaaS positioning works when it names one workflow a specific role owns and shows the product fixes it better than the incumbent or a spreadsheet. Platform language ('end-to-end', 'all-in-one') pulls a vertical product into a fight with horizontal suites it cannot win. Start from the workflow, count the people who own it, and map where the incumbent is weak before writing any copy.
- [Test AI GTM Workflows Like Software Before Anyone Trusts the Output](https://clarafold.com/insights/test-ai-workflows-like-software): AI and automation workflows in go-to-market fail quietly: they produce well-formatted output that is wrong. Treat them like software. Check every field definition against the source API, assert sanity bounds (no rate above 100%), run in test mode before real sends, and gate each phase with a review. In one reporting pipeline those checks caught a 115.9% click rate before it reached the CEO. The true figure was 13.9%.
- [Map the Buying Committee Before You Run ABM](https://clarafold.com/insights/map-the-buying-committee): A buying committee is the group of people who decide a B2B purchase together. Gartner research puts the typical buying group for a complex B2B solution at six to ten decision-makers. ABM that targets one contact per account is really outbound. Map the roles first (champion, economic buyer, technical evaluator, end user, blocker), give each the evidence they need, and arm the champion before the committee meets.
- [Cold Email Deliverability: The Setup Before the Sequence](https://clarafold.com/insights/cold-email-deliverability-setup): Cold email deliverability is decided before the first message is written. Since February 2024, Gmail and Yahoo have required bulk senders to authenticate with SPF, DKIM and DMARC, offer one-click unsubscribe and keep spam complaints under 0.3%. Outlook.com added similar authentication rules for high-volume senders in May 2025. For outbound, use a separate sending domain, warm it up, verify every address and keep daily volume per inbox low.
- [Lead Scoring Sales Will Trust: Separate Fit From Intent](https://clarafold.com/insights/lead-scoring-fit-and-intent): Lead scoring works when sales can see why a lead scored what it did. Score two things separately: fit (does this account and role match the ICP?) and intent (what has this person done recently?). Use explicit rules anyone can read, decay activity over time and route leads by score band, so a high-fit, high-intent lead reaches a person within days and everyone else gets the right nurture.
- [Build an Owned Audience: Why B2B Teams Need a Newsletter Before Another Channel](https://clarafold.com/insights/build-an-owned-audience): An owned audience is a list of people who have chosen to hear from you, on a channel no platform can throttle. For B2B companies with long buying cycles, a useful newsletter keeps you in front of buyers between purchases. One niche maritime newsletter built this way reached 345 subscribers averaging a 42.2% open rate and a 10.5% click rate across 117 sends, with 4 unsubscribes in nine months.
- [Diagnose Before You Automate: Where B2B GTM Actually Gets Stuck](https://clarafold.com/insights/diagnose-before-you-automate): Automation multiplies whatever it is given. If the ICP is vague, the data is messy or the handoff to sales is broken, AI agents scale the problem. Diagnose first: check the market and ICP, the message, the data and CRM, the handoffs and the measurement. Then build only the cluster of workflows that fixes the bottleneck you actually have.
- [Human-in-the-Loop Agents: Why Every Outbound Message Should Be Approved](https://clarafold.com/insights/human-in-the-loop-agents): AI agents are excellent at account research and first drafts, and risky as autonomous senders in markets where every account matters. Design the human in on purpose: trace every fact to a source, keep account scoring explainable, let AI research and draft, make a person approve every message, and record outcomes against the exact context each message was sent in.
- [Competitive Account Intelligence: Grade Your Evidence](https://clarafold.com/insights/grade-your-evidence): Competitive account intelligence is a list of who already buys from your competitor, graded by how sure you are. Set the evidence standard before you research, cross-reference every source, map the incumbent's footprint and upgrade cycle, and turn the findings into account selection. One study verified 110+ named accounts of a leading vendor and found the workflow gap a challenger could win.
- [Agent Skills: How to Give Your AI Your GTM Playbook](https://clarafold.com/insights/agent-skills-for-gtm): An agent skill is a folder with a SKILL.md file that teaches an AI agent how to do a specific task: when to use it, what to ask for, the steps, the output and the rules. It is an open format, originally developed by Anthropic and now supported by Claude, ChatGPT Codex, Cursor, GitHub Copilot, Gemini CLI and many others. For GTM teams, it turns repeatable workflows into playbooks any agent can run.
- [Intent Beats List Size: Why Small Segments Outperform Big Sends](https://clarafold.com/insights/intent-beats-list-size): In B2B, a small segment of people who have signalled interest usually beats a large list of everyone. In one specialist-software campaign, the same email opened at 60% with 20 opted-in recipients and 29.1% with a 147-person general pool, and clicked at twice the rate. Build segments from signals buyers give you, such as opt-ins, job titles and engagement, not from list size.
- [Lead Magnets Should Qualify Buyers, Not Just Capture Emails](https://clarafold.com/insights/lead-magnets-that-qualify): A good B2B lead magnet solves a real problem before it asks for anything, and tells you how ready the buyer is. One regulatory checklist produced 78 downloads and meetings with three high-fit operators, a 4.2% download-to-meeting rate at £0 media spend. Interactive diagnostics go further by scoring every lead at capture. Design lead magnets for qualification, not just volume.
- [Is Your Website Invisible to AI Assistants?](https://clarafold.com/insights/invisible-to-ai-search): Many B2B websites are invisible to AI assistants because the crawler never sees the content. In one audit, all 28 pages of a specialist company's site served AI crawlers the same 3.5 KB shell, scoring 32/100 for AI-search readiness. Before rewriting anything, check what a crawler receives. Then fix rendering, crawler access, structured data and answer-first copy, in that order.
- [The Marketing Metrics That Quietly Lie](https://clarafold.com/insights/metrics-that-lie): Marketing metrics mislead when a field means something different from its name, when the denominator is wrong, or when an average hides drift. One automated report showed a 115.9% click rate because 'unique clicks' counted per-link clicks, not people; the true figure was 13.9%. Define every metric against the platform's schema, choose honest denominators and watch trends, not averages.
- [Community-Led GTM for Technical Buyers](https://clarafold.com/insights/community-led-gtm-technical-buyers): Technical buyers, such as security analysts, network administrators and engineers, discount vendor claims and decide on peer opinion. A community-led go-to-market makes the vendor one of the peers: a useful publication, written with practitioners, that people choose to read. Start from personas, make the content interactive, build a contributor network so it doesn't depend on one marketer, and set a small first KPI.
- [Distribution Before Content: Go Where Attention Already Is](https://clarafold.com/insights/distribution-before-content): Content without distribution is a diary. Small accounts grow faster by inserting a useful voice where attention already gathers than by posting more into their own feed. One brand account went from 408 X impressions in February 2023 to 281,500 in May, about 27× more reach quarter on quarter, by replying to large accounts with substance. In B2B, the equivalent is founder-led LinkedIn and industry moments.
- [Why More Marketing Activity Doesn't Necessarily Create More Pipeline](https://clarafold.com/insights/marketing-activity-pipeline): More marketing activity does not create more pipeline when the activity reaches the wrong accounts, misses most of the buying committee, has no handoff to sales, or is measured on volume instead of commercial outcomes. Pipeline is produced by a connected system — target accounts, message, channels and follow-up working together — not by the amount of output.
- [Outbound Is a System, Not a Sequence](https://clarafold.com/insights/outbound-is-a-system): B2B outbound is a system with five parts: the account list, the signal that gives a reason to reach out now, the sending infrastructure, the sequence itself and the routing of replies into sales. The sequence is the smallest part. Most outbound failures come from the list or the signal, and sending more of a weak sequence damages deliverability and the market at the same time.
- [ABM Starts With Account Selection](https://clarafold.com/insights/abm-account-selection): Account-based marketing (ABM) succeeds or fails at account selection. A good ABM account list scores each company on firmographic fit, buying intent and a specific commercial reason to engage, weighs potential value against the realistic chance of winning, tiers accounts by the level of effort they will receive, and caps each tier at what the team can actually resource.
- [RevOps Is the Infrastructure Behind GTM](https://clarafold.com/insights/revops-infrastructure): Revenue operations (RevOps) is the infrastructure underneath go-to-market: the shared lifecycle model, data, routing rules and reporting that marketing, sales and customer success all depend on. When teams disagree about the numbers, the cause is usually an undefined or inconsistent model — not the reporting tool — so RevOps work should fix definitions and data flow before adding automation.
- [What AI Changes About B2B GTM](https://clarafold.com/insights/what-ai-changes): AI changes B2B go-to-market by compressing execution time: research, enrichment, first drafts, personalization inputs and analysis that took hours now take minutes. It does not change the judgment about which accounts to target, what to say and what to prioritise. When execution becomes cheap, the advantage moves to strategy, data quality and the system connecting the work — and buyers now use AI assistants to research vendors too.
- [Founder-Led Content Is Becoming a GTM System](https://clarafold.com/insights/founder-led-content): Founder-led content is LinkedIn and other content published under a founder's or executive's own name. In B2B it has moved from a brand exercise to a demand channel, because buyers trust named experts more readily than company pages. It works as a GTM system when topics come from the commercial plan, each post makes one claim backed by evidence, output follows a fixed rhythm, and results are measured in target-account engagement and sales conversations.

## Company

- [About](https://clarafold.com/about): Who Clarafold is, how it works and what it believes
- [Case studies](https://clarafold.com/customers): All case studies and the format each one follows
- [Contact](https://clarafold.com/contact): Start with a GTM diagnosis

## Optional

- [Full text of services, workflows and articles](https://clarafold.com/llms-full.txt)