A great product with no repeatable way to reach the people who buy it.
Viberate is the analytics backbone of the music industry, the platform labels, distributors, publishers, managers and agencies use to track and compare artist performance across every streaming and social channel. The product was never the question. Getting it in front of the right people, consistently, was.
For two years, outbound at Viberate was effectively one person. Matic ran guerrilla campaigns across LinkedIn, Facebook and Twitter, and got accounts banned in the process. He sent somewhere north of a million emails. The recurring problem was the same one that kills most outbound: almost everything landed in promotional or spam folders, so it never got seen.
It was not for lack of effort. There were trickle campaigns, automated sequences, mass personalized sends, endless AI iterations and a long list of mailing tools. But three things were missing under the hood, and they were the things that actually matter: no email infrastructure, no validated lists, and no lead segmentation or relevancy. Without those, volume just means more mail in more spam folders.
Map the whole market, split it into segments, and work each one with its own engine.
When Viberate brought us in, the brief was not "send more emails." It was "reach every type of buyer in the music industry, worldwide, with a message that actually fits them, and land in the inbox." That is a different problem, and it meant building the outbound from scratch rather than patching the old motion.
Before any data work, we set up the email infrastructure properly. Different sending stacks for enterprise targets (collective rights societies, major distributors) and smaller buyers (indie labels, event organizers), so deliverability doesn't break on either end. Dedicated sending domains, full DNS authentication, mailboxes warmed for weeks before going live, and inbox placement tested before any campaign launched. Most of the difference between Matic's two years and this engine sits here. The email lands.
Then the data. Using Discolike, AI Ark, Apollo and 10+ different databases, we mapped Viberate's entire addressable market and loaded it into Clay, their whole TAM, structured and enriched in one place. Along the way we also enriched their internal labels list with verified email contacts, an asset that outlives this campaign and stays useful to them.
From there, the market got split. Viberate does not sell to one buyer, it sells to labels, distributors, publishers, event organizers, artist managers and booking agencies, each with different priorities. So each segment got its own engine: its own copy, its own angle, its own validated list, run on its own regional cycle across the US, Europe, APAC, MENA and beyond.
"The difference isn't volume. It's that we're finally in front of the right people, with messaging that fits their role. Two years trying to do this in-house, ten weeks running this engine. They're not the same thing."
