1. Overview & Context
AI Outreach is a Q1/Q2 2026 initiative to modernise how SYENSQO's Marketing and Communication teams identify, enrich, and engage cold leads at scale. It combines Clay's enrichment capabilities with Salesforce CRM workflows and Smartlead for email sending: all governed by a light Agile delivery model. This Wiki page explains how an AI Lead Outreach campaign works from campaign setup in Salesforce through data preparation in Clay, outbound execution, reply handling, Salesforce write-back, and follow-up. It is written for Marcom, CRM, Sales, and agency support, with enough detail to guide execution without becoming overly technical.
1.1 Strategic Goals
The campaign process has four business goals: select the right audience, send relevant and controlled outreach, capture response signals quickly, and write the outcomes back into Salesforce so teams can act and report on them.
Goal | What good looks like | Main owner | Main system |
Target the right audience | Cold or relevant leads are selected and wrong contacts are excluded early. | Marcom / CRM | Salesforce |
Prepare campaign-ready data | Records are cleaned, enriched, segmented, and approved before sending. | Demand7 / Ops | Clay |
Run controlled outreach | Messages are launched in waves with deliverability checks and stop rules. | Demand7 / Marcom | Smartlead |
Close the loop | Replies, bounces, and unsubscribes are routed back to Salesforce and followed up. | CRM / Sales | Salesforce |
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