Our first Kinetyca newsletter and an ABM system we built recently

Hi there,

If you’re receiving this newsletter for the first time, a bit of context first.

Kinetyca was formed after David and I decided to formally merge our work.

For the last few years, we had been operating independently, often working on similar GTM problems from slightly different angles.

David was focused on systems, automation, and RevOps architecture. I was focused on ABM design, outbound strategy, and execution.

Over time, it became clear that the most effective work we were doing sat at the intersection of those two areas.

So instead of collaborating informally, we decided to bring everything under one roof.

Kinetyca exists to design and build GTM systems that connect strategy, signals, automation, and revenue operations into a single operating model.

This newsletter is one way we’ll share how that work actually looks in practice.

For the first one, I want to walk through an ABM system we built recently for a performance marketing agency.

They already had steady inbound interest and strong visibility across channels. What they didn’t have was a way to connect those signals into a single, reliable motion.

Engagement was happening, but it was fragmented.

Website visits, LinkedIn activity, hiring signals, and past CRM relationships all lived in separate places. Most of that context never reached sales in a usable way.

So the work started with a simple question.

How do we capture intent when it appears, understand it properly, and respond in a way that actually helps the buyer?

Here’s how we approached it.

1. Establish a single anchor

We centered the entire system around one asset: Marketing Plan 2.0.

A prospect enters their company domain.

The system enriches the account in real time.

Competitors are identified.

Positioning and opportunity gaps are analysed automatically.

The output is delivered instantly to the prospect, while the CRM updates in parallel with full context.

This became the reference point for every ABM play.

2. Capture signals across the funnel

Instead of starting with campaigns, we mapped where meaningful signals already existed.

• website behaviour
• LinkedIn engagement
• review platform activity
• hiring and growth signals
• past CRM contacts resurfacing

Each signal on its own is weak. Together, they help indicate when attention is warranted.

3. Enrich before taking action

When a signal appeared, the first step was enrichment.

• company size and industry
• role and seniority
• competitor landscape
• hiring and market context

This happened automatically, before any decision about outreach.

4. Apply qualification logic

Not every signal should lead to a follow-up.

Each account was evaluated against a clear set of criteria.

• industry relevance
• company size alignment
• role fit
• strength of the triggering signal

Only accounts that met these conditions moved forward.

5. Centralise context in the CRM

Before anything reached sales, the system checked for existing context.

• current accounts or contacts
• active conversations
• past clients or closed-lost opportunities

This ensured that outreach only happened when it added value to the conversation.

6. Trigger contextual follow-up

When outreach was triggered, it reflected what actually happened.

• the message referenced the signal
• the channel matched the account tier
• timing aligned with observed intent

The goal was continuity, not volume.

7. Let the system operate continuously

Once deployed, the system ran without constant intervention.

• 11+ ABM plays operating in parallel
• signals captured and routed automatically
• sales stepping in with full context when needed

What mattered most was how the pieces fit together.

ABM, RevOps, inbound signals, and outbound execution were designed as one system, rather than separate motions.

That’s the kind of work we’ll continue to share in this newsletter.

If this is something you'd like to build, feel free to reply.

And if there’s a specific GTM problem you’d like us to unpack next, let us know.