In this episode of Prospecting Pros, hosts John and Patrick interview Kellen Casebeer of The Deal Lab, who shares his journey from high school dropout to fractional VP of sales to founder of his own specialized B2B agency.
Kellen’s business helps companies find message-market fit by granularly segmenting audiences and testing different messaging approaches. He argues that effective outreach isn’t about generic personalization but about demonstrating deep market understanding.
Kellen also reveals a clever Clay AI workflow that has helped his clients connect with prospects based on things relevant to their business rather than superficial personalization.
On email deliverability, Kellen believes most issues stem from poor targeting rather than technical problems, noting that well-targeted campaigns can run for months without issues.
