1. Write the target and the exclusions
Describe the companies, roles, geography, and business problems that make an account a fit. Add exclusions: existing customers, open opportunities, competitors, or segments where the offer is not appropriate. A bot needs both a reason to include an account and a clear reason to leave one alone.
Choose a small sample of accounts and ask a salesperson to explain why each belongs. If the explanation changes from person to person, refine the ICP before increasing activity.
2. Teach the Bot Your Business
Document the offer, positioning, preferred email tone, proof points, approved claims, and anything the bot should avoid. Name the objections a buyer is likely to raise and when your sales team should step in. The brief should be specific enough that a reviewer can judge an individual message against it.
In Silenium, business knowledge and prospect research shape personalized outreach. Bot University supports training, scenario testing, and validation before outreach begins.
3. Decide Who Manages Sending
Identify the mailbox, sending domain, setup owner, and person who will monitor delivery issues. Review the relevant Gmail or Outlook requirements for your own environment, and decide who will respond if a mailbox is restricted or a domain's health changes.
In the Fully Managed Silenium program, our team warms up sending domains and monitors email and domain health. In Self-Service, your team manages that work. Neither model should be treated as a guarantee of inbox placement.
4. Test Replies Before Launch
Test an interested buyer, a timing objection, a request for pricing, a referral, and a request to stop. Review whether the reply is accurate, proportionate, and consistent with your messaging. Record the instruction change when a test fails, then run it again.
Decide when your sales team steps in and who responds to questions. A smooth first email is not enough if the next response loses the context.
5. Define Lead Delivery and Follow-Up
Silenium users can choose to receive every response or wait for a qualified lead: a contacted prospect in their ICP who replies with interest and asks for a meeting. Define who handles those notifications, unanswered questions, and the next action. Include the person and company, why they were targeted, and the conversation that led to their interest.
For Fully Managed programs, discuss the HubSpot or Salesforce setup and field mapping during onboarding. Confirm the actual workflow before promising your team a particular sync behavior.
6. Decide What You Will Measure and How Often You Will Review It
Record a baseline for contacts, emails sent, replies, interested conversations, meetings, and customers. Give each measure a denominator and keep the definitions consistent. Review samples of research, messages, replies, and lead delivery alongside the counts.
Set a recurring review of targeting, email and domain health, message quality, and sales feedback. Treat a planning calculator as a scenario, not a forecast; use your own data to decide whether the program is improving.