How to Think Like a Poet to Validate New GTM Experiments

“Every new product, market, or region is an experiment. Your job is to test fast, learn faster, and find out what works.”

— Evan Dunn, Head of Growth at Pixis

TL;DR – GTM Experimentation Framework

• Start with cold calls to collect real-time feedback

• Refine messaging through email and LinkedIn outreach

• Scale through account-based marketing (ABM) and ads once validated

• Use tools like LinkedIn Sales Navigator, Clay, PhantomBuster, and TitanX.io to automate and optimize

• Iterate fast based on real buyer conversations

Why You Should Validate GTM Experiments Like a Poet-Scientist

Great GTM leaders know: go-to-market motions aren’t static—they’re dynamic experiments.

But too many teams waste time scaling unvalidated assumptions.

Instead, adopt Evan Dunn’s mindset:

Combine the clarity of a poet, the rigor of a scientist, and the urgency of a growth leader.

This mental model helps GTM teams discover what actually works—and discard what doesn’t—faster.

Step-by-Step: Evan Dunn’s GTM Validation Process

Step 1: Start with Cold Calling (Yes, Really)

Why cold calling first?

“One good conversation beats ten shallow email replies.”
— Evan Dunn

Cold calling lets you test hypotheses with real people, gather unfiltered objections, and adjust targeting instantly.

✅ Real Example: Airwallex

At Airwallex, Evan tested 8 industries via cold outreach using validated leads (from Phone Ready Leads, now TitanX.io).

In just 4 months:

• Narrowed to 3 viable industries

• Booked 5 meetings a day

• Built GTM focus backed by data, not guesswork

Pro tip: Use platforms like Frontspin or Upcell.io to power call cadences and enrich contact data.

Step 2: Refine Messaging with Email + LinkedIn

Once you learn what resonates:

• Update copy using real call insights

• Send emails with specificity: talk to pain points, not personas

• Test subject lines, CTA variations, and tone

Tools to streamline this:

• Clay (to personalize outreach at scale)

• PhantomBuster (to extract social data)

• LinkedIn Sales Navigator (for segmentation)

Step 3: Scale with Ads + Account-Based Marketing (ABM)

Only after validating interest and conversion signals:

• Launch targeted ABM campaigns

• Run retargeting and demand capture ads

• Sync paid efforts with Salesforce to measure lift

This is where demand gen meets precision.

Case Study: How Pixis Validated Their GTM Strategy

Objective: Identify Ideal Customer Profiles (ICPs)

Tools Used:

• LinkedIn Sales Navigator

• PhantomBuster

• Clay

• Salesforce

• Frontspin

• TitanX.io

• Upcell.io

Playbook Breakdown:

1. Segment Targets

   • Built lists of “Marketing Leaders” and “Marketing Managers” via LinkedIn

2. Enrich and Clean Data

   • Used PhantomBuster to extract

   • Clay to segment using AI

3. CRM Integration

   • Synced into Salesforce with clear tags by segment

4. Initiate Cold Calls

   • Managed calling via Frontspin

   • Focused on surfacing objections and booking meetings

5. Analyze Calls

   • Measured call connection + meeting rates

   • Used AI to analyze call notes for recurring insights

6. Iterate Fast

   • Adjusted messaging, cadence, and segment focus

   • Email and LinkedIn adapted accordingly

🚀 Outcome:

Pixis rapidly identified buyer-ready segments, reducing wasted spend and accelerating deal velocity.

Core Takeaway: Always Be Experimenting

Whether you're validating a:

• New ICP

• New channel

• New region

• New product or use case

...you need structured experimentation—not guesswork.

This approach works across industries and company stages. The faster you test, the faster you scale.

Ready to Level Up Your GTM Strategy?

If you're serious about optimizing your GTM strategy with real buyer feedback, structured experiments, and smart automation—start with cold calls, not campaigns.

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Related Reads

• Why Most GTM Motions Fail

• How to Build a High-Velocity Outbound Engine

• The Best AI Tools for Sales Prospecting in 2025

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By Richard F. Purcell · Launched 2 years ago

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