Rewriting the playbook: How Vis Runs AI-Native GTM at Concirrus

Introduction

This session, led by Harish of Factors with guest Viswanathan Nadarajah (Vis) from Concirrus, explored what AI-native GTM actually looks like in production — not on a slide, not in a diagram, but running live at a specialty insurtech with 8–12 month sales cycles. Vis walked through the lean stack he's built, the attribution story behind a £500K deal, and what it means to measure momentum instead of activity.form.

About Viswanathan Nadarajah

Vis is the ABM lead at Concirrus, a London-based insurtech. Before stepping into B2B marketing, he trained as a bioscientist and spent time in the enterprise ecosystem of a VC-backed biotech startup — where he became the first salesperson before making the move into marketing. He joined Concirrus as their first ABM hire and now owns the full GTM motion: account-based marketing, demand generation, thought leadership, and RevOps. He treats marketing the way a scientist treats a hypothesis — build the system, measure the signal, cut what doesn't convert.

The Lean Intelligence Stack

Vis shared the exact stack running in production at Concirrus — deliberately lean, fully agentic, and designed to run without constant human intervention:

• HubSpot: Target account intelligence, tagging, and CRM backbone
• UserLed: 1:1 personalised LinkedIn ad creatives at account level — company logos, bespoke messaging, individual campaign assets for each target account
• Factors: Tracks all intent signals — LinkedIn ad engagement, website visits, G2 activity — stitched together at the account and contact level
• Clay: The orchestration brain — receives webhooks from Factors, enriches contacts, pulls emails and LinkedIn profiles, generates outreach via Claude API
• SmartLead + HeyReach: Execution layers for email and LinkedIn outreach — fully automated, evergreen, pauses only when a reply comes in

The entire workflow fires the moment a target account visits the website. No human touches it until a response arrives.

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The Attribution Story Nobody Tells

Vis walked through a live example that illustrated why last-touch attribution misses the point entirely:

• April: LinkedIn ad impressions running against a target account — engagement, but no website visits
• May: Four stakeholders from the same account begin visiting the website — one of them 80+ times across multiple sessions
• June: Ken fills in a book-a-demo form after clicking a Google Ads competitor keyword

Without the full account journey, the deal gets attributed to Google Ads. With Factors and the Claude MCP, Vis could see the complete picture: the LinkedIn ad built the awareness, the email sequence drove the website visits, and the Google Ad converted someone who already knew the brand. That's what took the deal to £500K — and what gave Vis the data to argue for increased budget across both channels.

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Measuring Momentum, Not Activity

One of the session's core themes was the difference between lagging and leading indicators:

• MQLs and SQLs tell you what already happened — often 6+ months after the marketing that drove them
• Account heat, stakeholder engagement, and intent signals tell you what's about to happen — which accounts are in an active buying cycle right now
• Vis's workflow surfaces this automatically: when an account lights up, the system enriches and routes it before a human has to notice
• The goal isn't more meetings booked — it's brand engagement, inbound website visits, and multi-stakeholder activity that signals real intent

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Email Deliverability: The Overlooked Foundation

Before any outbound engine goes live, Vis stressed the importance of inbox warming:

• Purchase separate domains (e.g., concirrus.com, concirrus-hq.com) to protect the root domain
• Use SmartLead to warm inboxes over two weeks before sending — automated back-and-forth with remote inboxes to simulate real activity
• Cap outreach at 5 emails per inbox per day across 10 inboxes — well below spam thresholds
• Without this step, even the best email copy ends up in junk

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Conclusion

Vis and Harish closed with practical advice for teams at any stage — from $1,000/month ABM budgets to full-scale enterprise motion. Key takeaways: start with accounts that can realistically close, prioritise intent signals over firmographic lists, and always go after warm intros and closed-lost accounts before cold outreach. The full recording and a demo of Factors MCP are available below.