About our guest — Jason Pulliam Jason Pulliam is a fractional CMO and founder of Vitality Marketing Firm, specializing in helping early to mid-stage B2B companies ($1-20M revenue) develop differentiated messaging and execute high-ROI outbound campaigns. As one of Octave’s most vocal power users, Jason has built a reputation for diving deep into deliverability, leveraging AI for prospect research, and proving that campaign quality always beats volume. His approach combines old-school direct response copywriting principles with modern GTM engineering tools to deliver predictable revenue outcomes—often within 90 days. Core takeaways GTM Engineering defined: “Building the infrastructure that turns signals into revenue. It’s sales ops and marketing automation, but the tooling and the data are where the decision-making converges to move the money.” The stack transformation: Before GTM engineering, we were slaves to our tools. APIs didn’t exist, Zapier was the only power user option, and your stack dictated your motion. Now the stack conforms to the motion—builders design for control, not convenience. Messaging is non-negotiable: “No matter what else you do, if you don’t have your messaging right, it doesn’t matter how cool and automated and signal-led your whole GTM is.” The $40K case study: A lower mid-market M&A client with only 6,000 targetable prospects. Jason’s team sent signal-stacked emails mentioning overnight packages, got 50 replies, sent 50 physical packages, and converted 5 deals worth several hundred thousand in fees—10x ROI. Deliverability over warm-up: Email Bison and Email Guard are underrated tools that give granular control over deliverability. They’re designed for power users who already know how to send cold email, not first-timers. The 60-day learning curve: For every client, Jason spends the first 60 days capturing every reply variation and objection. After building 50-60 different reply templates, the subject matter expert can step back—the system knows all the answers. AI as knowledge base: Jason uses Typing Mind to load entire copywriting books, client playbooks, and reply templates. This creates a constantly-improving knowledge base that educates virtual assistants and SDRs on how to respond to any scenario. Study the greats: Read direct response copywriters like John Caples, Eugene Schwartz, Gary Halbert, and David Ogilvy. Load their books into AI and ask them to help you think through problems. Their logic still holds because it’s based on fundamental human psychology. Top quotes On messaging: “Octave helps you figure out who your target market is and how to talk to them. Even at a fundamental level, it helps you think out what problems you solve for different categories of people.” On Clay’s role: “Clay is kind of the Zapier of our time. It’s just a connector into everything. Even if I think about Clay, I’m not even using the enrichment tools that they have native—I’m using their API and going and bringing in my own tools.” On learning from clients: “Every single time I start with a new client, I’m like, I don’t know what the answer is, but I’m going to be able to solve it. After 60 days, I normally can eliminate the subject matter expert from the loop because we already know all the answers.” On campaign quality: “I care more about how it works than how fast it scales. I can’t afford to just keep trying different things at high volume. Every single time something doesn’t work, I go all the way back.” On direct response wisdom: “80% of the answers are within 20 feet of where the work’s being done. If you can figure out how your ICP thinks, it answers a lot of other downstream problems.” Referenced tools and resources Typing Mind: Multi-LLM interface that lets Jason run Claude, ChatGPT, and other models side-by-side for the best output per task Octave: Messaging platform for structuring ICP Clay: Data orchestration and enrichment platform (”the Zapier of our time”) Email Bison: Underrated sequencer with granular deliverability control Email Guard: Partner tool to Email Bison for deep email deliverability management AirScale: Obscure enrichment tool for accessing founder data BetterEnrich: Custom data enrichment source : Lookalike enrichment provider Timestamps (01:56) GTM engineering definition (04:43) The shift from tools controlling motion to motion controlling tools (06:38) Lightning Round (07:52) Top enrichment tool: “Clay all the way baby, I’m married” (08:43) Most underrated tool: Email Bison and Email Guard for deliverability (10:05) Current GTM stack: Typing Mind, Email Bison/Guard, Octave, Clay (13:40) Why Octave is Jason’s #1 GTM tool (15:11) How Jason uses Octave playbooks to build reply knowledge bases (18:14) The M&A campaign case study (21:27) Building reply intelligence (24:12) Emerging GTM skills (25:09) Communication clarity (27:28) Learning advice: Real-life use cases beat endless LinkedIn scrolling (30:42) Where to find Jason