Robyn
Rocha.

TDefine & Map the Market1

ICP definition and total addressable market sourcing — the full gradient from poor fit to ideal, the segments inside it, and a grade on every one before anyone gets contacted.

• Graded Targeting StoreMaps a vertical into sub-segments, buyer profiles, and per-segment economics, then grades every segment — so classification is a lookup, not a judgement call.

SBuild the Asset6

Lead enrichment, signal discovery, and custom signal creation — source, enrich, classify, verify, and design the signals that tell you when to move.

• Account Intelligence CrawlReads an account's own website into a written business summary and a classification — cheap requests first, a real browser only on escalation.
• GTM Data ScaffoldingValidation statuses, enrichment timestamps, rollback files. The CRM gets better every week.
• Supabase Lead ScoringEscape an overbuilt Clay score into a simple Supabase model with living weights — and a path to auto-reweight from call and product signal.
• Job-Change Auto-EnrollPast champions get outreach within minutes of starting a new job, with do-not-contact checks built in.
• Job Posting BotWatches target companies for relevant openings; reps approve AI-drafted outreach in Slack.
• RB2B Visitor OutboundIdentified site visitors get page-specific copy based on where they landed. Map once, runs forever.

IInbound & Lead Magnets2

Warm capture on top of the cold machine — public tools that earn the first conversation, and audiences built only from people already proven worth the spend.

• AI Search Readiness ScorecardPublic lead magnet: digests homepage positioning, selects competitors, pulls Moz/SEO APIs, renders an AI search readiness scorecard.
• Warm Ad AudiencesWarm, verified contacts flow into living ad audiences — with a second layer that routes senior titles to a human-activated sequence.

MEngineer the Message2

Copy creation and the messaging chain — the play, the angle, and the offer resolved before a word gets written.

• Email Campaign FactoryDescribe a campaign in a sentence; AI builds the list, writes unique copy per person, validates, uploads.
• Outreach PhilosophyEvergreen templates for trigger-based sends, and the fully AI-personalized, modular-line email — where cold outreach is headed.

DRun the System3

Campaign sending and deliverability — the fleet, the platform, verification, and the structural variation that keeps everything landing.

• The Cold Email StackThe stack, and why: Claude Code is the surface, the platforms are the backend — PlusVibe and EmailBison over SmartLead, for reasons that were tested, not guessed.
• Deliverability Command CenterPer-domain health, provider-level analytics, placement tests, and automated bounce suppression.
• Email Verification WaterfallA multi-vendor waterfall with a deliberate order: a general verifier first, a flexible middle, and always a catch-all-capable anchor last.

RWork Every Reply2

Capture, classify, assemble context, respond, route — everything after someone answers, which is where the money actually is.

• Pelican Reply HubInterested replies become Slack alerts; reps answer in one click. Nothing dropped, nothing doubled.
• Lemlist Ownership RoutingNightly HubSpot-to-Lemlist ownership sync, plus a scoring pipeline that round-robins brand-new accounts. Reps never build campaigns.

CConvert & Attribute2

Meetings, deals, and what gets credit — warm paths into open deals, and an attribution number everyone can trust.

• Network MineTeam LinkedIn networks matched against open deals to surface warm introduction paths.
• Attribution PortalHuman-reviewed campaign-to-deal matching, evolved into company-wide linear multi-touch through HubSpot.

OThe Operating Layer1

The system that builds the systems — the context architecture every workflow above was built and operated with.

• Claude Code Operating SystemThe referential context and memory system behind all my work in Claude Code, not just email.