01 — The 0.9% floor
The client had a mature outbound motion — 40,000 monthly touches, an SDR team, the whole stack — and a 0.9% reply rate that had been flat for three quarters. More volume was not going to fix it. More personalization was.
— Story / N°07 · Growth
The story of Orion Growth Engine.
Personalization at scale — without the spam smell.
N°07 · GROWTH2023 · 12 weeks
02 — Signal, not templates
We built a pipeline from Clay into HubSpot with a GPT-based signal-to-message layer in the middle. Every account got scraped for public triggers — funding, hiring, product launches — and every message was generated fresh against those triggers with per-persona guardrails.
03 — Guardrails first
The compliance-gated variant tester was the unsung hero. Every generated variant was screened for brand, legal, and tone constraints before it ever left the sandbox. The GTM team could ship experiments daily without a legal review bottleneck.
04 — Ninety days
Reply rate climbed to 5.8% across live campaigns. Qualified pipeline tripled inside a quarter. Customer acquisition cost dropped 41% quarter-over-quarter. The SDR team, freed from writing templates, became specialists at converting the meetings the engine booked.
“For the first time, our outbound sounds like us.”
— Epilogue
Orion is now the client's primary pipeline engine and has been extended into partner-sourced motions.