Name: Lia Golledge Company: MagicBlocks Function: Growth
Date: September 2024 – May 2026

TL;DR

MagicBlocks needed a way to reach enterprise-grade prospects in mortgage and insurance — the buyers who would never find the product through a Google search and weren't going to raise their hand via a form. Lia and her Indonesian growth team built an account-based marketing motion from scratch: sourcing and enriching a 130,000+ lead database across priority verticals, layering in intent signals from HubSpot Buyer Intent and Gojiberry to identify which accounts were actively in-market, then building a personalised outbound sequence through Snov to reach them at the right moment. The motion is still running. Early signals show meaningful engagement from high-value accounts across both target verticals.

Key Outcomes

• Working with team members, 130,000+ enriched leads built across mortgage, lending, and insurance verticals
• Intent signals active — HubSpot Buyer Intent and Gojiberry running in parallel to surface in-market accounts and competitor-engaged prospects on LinkedIn
• Outbound sequencing live in Snov — replacing Lemlist after tooling evaluation; personalised email sequences running to priority accounts
• Pipeline engagement growing — replies and demo requests from targeted accounts in both priority verticals (specific conversion numbers to be updated as campaign matures)
• Zero dependence on paid media — entire outbound engine built on research, enrichment, and personalisation

The Design Thinking Journey

1. Empathise — Understanding the Problem

The early MagicBlocks growth engine was content and inbound-first — SEO, AEO, blog, and organic search. That worked well for the low-to-mid market: operators who were actively searching for AI sales tools, who would find a blog post and convert.

But the highest-value prospects — VP of Sales at a mid-size mortgage lender, Head of Growth at a regional insurance carrier, a COO running 500+ leads a month — weren't searching. They weren't hanging around AI content on the web. They were heads-down in their businesses, dealing with the exact problems MagicBlocks solves, and completely unreachable via inbound.

There was a second problem layered underneath: even when MagicBlocks showed up in front of these buyers, generic outreach wouldn't land. These were sophisticated operators who got pitched constantly. A cold email that looked like a cold email would get deleted.

The opportunity was clear — but so was the constraint. The team was lean. Lia had four growth team members in Indonesia. There was no dedicated sales development function, no pre-built lists, no existing outbound playbook. Everything had to be built and run simultaneously.

2. Define — Framing the Right Problem