A Complete Example
One realistic company taken through the whole loop, from brand setup to a sent message.
This walks one fictional company through the entire pipeline so you can see what each step actually produces.
The company
Northstar sells revenue forecasting software to finance teams at B2B SaaS companies. They have one SDR and a sales-focused founder. They want warm leads, not another cold list.
1. Brand
Northstar fills in the brand profile once. The values are specific on purpose.
| Field | Value |
|---|---|
| Description | Revenue forecasting software that replaces spreadsheet models for B2B SaaS finance teams |
| Roles | VP Finance, Head of FP&A, CFO, Director of Finance |
| Industry | B2B SaaS |
| Company size | 50 to 500 employees |
| Location | United States, Canada, United Kingdom |
| Competitors | mosaic.tech, pry.co |
| Keywords | "switching off spreadsheets for forecasting", "SaaS revenue forecasting tool", "FP&A headcount planning" |
A broad version of this ("finance people at software companies") would return mostly noise. The narrow version is what makes the rest work. See Brand Setup.
2. Agent
Northstar creates one agent and turns on four strategies:
- Job changes: a new VP Finance often re-evaluates the stack in their first quarter.
- Funding: a fresh round means budget and an unsettled tool set.
- Hiring: a company hiring FP&A or finance ops has the workload Northstar removes.
- ICP search: steady baseline volume between stronger signals.
The agent inherits the targeting from the brand. Nothing else to configure. See Agents.
3. Lead
The next day the funding strategy delivers this:
Lumen Logistics closed a $24M Series B last week. Priya owns the finance stack and the round means new budget and headcount planning.
Hi Priya, congrats on the Series B. Scaling forecasting through a raise is usually where spreadsheet models start to crack. We help SaaS finance teams move that into something the whole team can trust. Worth a quick look?
The warmth is high because the fit is exact (VP Finance, right company size and industry) and the signal is fresh and strong (a funding round this week).
4. Outreach
Northstar's SDR opens the lead, tightens one line of the opener, and sends it from their own LinkedIn account with the browser extension. The lead status moves to Reached out. If Priya does not reply, a short follow-up goes out three days later from the same playbook.
That is the whole loop. The only manual work was reviewing the message and pressing send.