// ResourcesField guide

The Founder's Field Guide

Operator-grade guides on event-sourced lead generation, appointment setting, and full-funnel outbound — written by Ilija Andrić, founder of Behavio Group, from live campaigns, not theory.

// Pillar1 guide

Pillar

★Pillar

B2B lead generation for founders: the event-sourced playbook

Founders book qualified B2B meetings faster when leads are sourced live from industry events, not bought lists. This playbook maps the full pipeline: ICP, sourcing, deliverability, setting, and the economics behind 80–500+ meetings a year.

12 min read →

// Event sourcing2 guides

Event sourcing

01Event sourcing

What is event-based lead sourcing?

Event-based lead sourcing captures in-market buyers at industry conferences before list brokers resell them. This guide explains the mechanism, the reply-rate edge over recycled databases, and where the approach breaks down.

9 min read →

02Event sourcing

How to source leads at industry conferences

Sourcing leads at industry conferences captures decision-makers on the floor while buying intent is highest. This guide covers event selection, on-site capture, enrichment, and the launch window that beats list brokers to the inbox.

10 min read →

// Appointment setting3 guides

Appointment setting

01Appointment setting

How to book 80–500+ qualified sales meetings a year

Booking 80–500+ qualified meetings a year takes fresh data, daily-managed sending, and disciplined reply handling, not volume alone. This guide breaks down the throughput math by tier, offer, and event calendar.

10 min read →

02Appointment setting

Appointment setting for high-ticket B2B: a founder's guide

Appointment setting for high-ticket B2B turns positive replies into booked, qualified calls on the founder's calendar. This guide covers qualification rules, handoff, no-show defenses, and what to own in-house versus outsource.

9 min read →

03Appointment setting

From reply to booked call: the appointment-setting pipeline

The path from a positive reply to a booked call is a defined pipeline: qualify, respond fast, propose times, and confirm. This guide details each stage and the response-time thresholds that protect conversion.

9 min read →

// Cold email2 guides

Cold email

01Cold email

Cold email deliverability: the founder's checklist

Cold email deliverability decides whether outbound reaches the primary inbox or the spam folder. This checklist covers domain setup, SPF/DKIM/DMARC, warm-up, and the sending limits that protect a sender reputation.

11 min read →

02Cold email

Cold email copy that books meetings

Cold email copy books meetings when it earns the reply in the first two lines and asks for one specific next step. This guide gives founders the subject-line, opener, and call-to-action frameworks that lift positive-reply rates.

10 min read →

// ICP & economics3 guides

ICP & economics

01ICP & economics

Defining an ICP for high-ticket outbound

A high-ticket outbound ICP narrows targeting to buyers whose deal size clears $5,000, where sourcing fresh data and running a full funnel pays off. This guide builds the ICP from offer economics, not demographics alone.

9 min read →

02ICP & economics

In-house SDR vs outsourced appointment setting

A fully-loaded US SDR runs $70,000–$110,000+ a year before ramp and turnover, while a senior outbound team starts near $42,000. This breakdown compares cost, ramp, and accountability so founders choose with numbers.

10 min read →

03ICP & economics

When should a founder outsource lead generation?

A founder should outsource lead generation when pipeline is the bottleneck, the offer clears $5,000, and building in-house would cost more than it returns. This guide gives the decision tree and the signals that say wait.

9 min read →

// Verticals2 guides

Verticals

01Verticals

Lead generation for company formation firms

Company formation firms win pipeline by reaching founders at the moment they incorporate, license, or enter a new market. This guide maps the buying signals, events, and outbound angles that turn timing into booked calls.

9 min read →

02Verticals

Lead generation for iGaming companies

iGaming lead generation works the industry's dense event calendar to reach operators and suppliers while licensing and launch intent is fresh. This guide covers the signals, the conferences, and the compliance-aware outbound that books meetings.

9 min read →

// Metrics1 guide

Metrics

01Metrics

Outbound metrics that matter

The outbound metrics that predict revenue are reply rate, positive-reply rate, meetings booked, and show rate, not open rate alone. This guide defines each, gives healthy ranges, and shows which number to fix first.

9 min read →

// Conversion1 guide

Conversion

01Conversion

Pre-call nurture and VSLs

Pre-call nurture and a video sales letter warm a booked prospect so they arrive informed and show up. This guide covers the nurture sequence, VSL structure, and the show-rate lift that protects the meetings already booked.

9 min read →

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