What OneGTM built for Antimetal: a signal-based GTM system, January to April 2026

Antimetal needed a system that could spot the right accounts when something changed at them, and get those people to the right rep. I worked with the team, often in their New York office, and built it piece by piece.

Antimetal's reps work out of Attio. I rebuilt the records so a rep opens a company, a contact or a deal and the context for the call is already there. These are the dashboards the team works from daily.

BDRs call from the record. I built a waterfall in Clay that runs a person through several phone providers, LeadMagic and others, until one of them returns a number.

The number shows up in the rep's Attio view and in the Intent Signals HQ app, ready to call.

List work lived in a Clay folder called List Building. I matched people to personas at High and Medium priority across SRE, Infra, Incident Response, Engineering and Platform titles.

A dream-account list sat above those personas. Every account on it was scored with the 32-point model.

By March 2026 the nine campaigns held 5,907 lead records, about 5,900. A person who sits in more than one campaign is counted on each list.

Seven of the nine campaigns were triggered by a signal. Cold and Meeting Not Booked ran alongside them.

Outages were the one I built a custom monitor for. A Clay workflow watches the public status pages of target companies, including Statuspage, and watches X. When a company posts an incident, the workflow logs the company, the status-page URL, the severity, a description and the date. About 357 outages were tracked this way, and that log fed the Outages campaign.

The filter excludes incidents about an attack, fraud, a power outage, or cybersecurity.

The other signals were new hires, promotions, SRE and DevOps job posts, people who liked a competitor's post, LinkedIn page followers, and website visitors from RB2B. I ranked competitors into tiers 1 to 4, and likers of their posts went to the Competitor Likers campaign.

Each signal posts to Slack in #intent-signals. Website visitors also post to #website-visitors. The same events land in Intent Signals HQ, an internal app on Vercel that combines signals from RB2B, PhantomBuster and Clay. I changed the app along the way as the team asked for things.

The score ranks which accounts to work first. Headcount and Eng FTEs are 6 points each. AI Industry, Status Page and Infra/Reliability FTEs are 4. Hiring for infra roles, Industry, Revenue and Country are 2.

Email ran on about 37 lookalike domains and 250 mailboxes, at about 1,225 sends a day. The setup was built to carry 25,000 or more emails a month. LinkedIn campaigns ran on HeyReach.

Inbound and outbound meetings were scheduled on Default.

As Antimetal brought this work in house, I ran handover sessions in April 2026 and left a handoff doc and training material behind.

Antimetal's team owns this now and has kept building, so parts of it have changed. Read this as the system at handover.

These are deals created in Antimetal's Attio from December 2025 to May 2026 whose Primary Deal Source is Automated Outbound. I pulled them on November 2, 2026.

17 deals were created. They carry $2.57M in deal value. 10 reached BDR Qualified. 6 reached Technical Evaluation.

The signals tagged on them include Cold Campaign, Promotions, Website Visitors and Tech Outage.

Each of the 17 deals carries a campaign tag in Attio. The tag is the signal that put the account into Automated Outbound.