Partner spotlight: IntentSignal

Most outbound agencies are a stack of tools with a service wrapped around them. IntentSignal threw out the stack. It builds a custom AI agent per client, scans that client’s TAM daily for buying signals, and books meetings onto the client’s AE calendars — for US B2B SaaS companies in roughly the $3M–$200M revenue band.

IntentSignal is an OutboundSync agency partner, and a deliberate outlier in how it’s built.

Who’s behind it: Kyle Rasmussen and Andrew Elsakr

IntentSignal was co-founded by Kyle Rasmussen and Andrew Elsakr, who came to the agency from opposite ends of the cold-email problem.

Kyle was a top sales rep at Glassdoor before leading sales at Talview and Chat Metrics, where he built a name for getting into the C-suite at enterprise accounts — booking meetings with cold emails to executives as senior as Starbucks’ Howard Schultz. Andrew came from the build side: after leading teams at AI language-learning startups, he co-founded Lyne.ai, which used AI to personalize cold emails at scale from prospect and account data and was acquired in 2023.

That pairing — a closer who knows what earns a reply from a busy executive, and an engineer who automates the work behind it — is why IntentSignal builds its own software instead of renting it. The two founders run every account personally; there are no junior pods and no handoffs.

Why IntentSignal writes code instead of buying tools

The standard outbound agency rents its capability: a sending tool, an enrichment tool, a sequencer, and a service layer on top. IntentSignal takes the opposite position. Its view is that tools constrain what is possible and make every agency’s outreach resemble everyone else’s, so it builds its own. For each client it starts by asking what the best SDR in the world would do for that exact company, then automates that answer with a custom AI agent trained on booked meetings — not a shared template library.

That focus is the product. The roster stays deliberately small so results stay accountable month to month, every account gets new campaign plays tested daily, and the team treats each month’s booked meetings as the only score that matters.

The track record

The case studies are where the build-it-yourself approach turns into numbers.

For Gainsight, IntentSignal tested 70 experimental campaigns over 11 weeks, found five winners, and scaled them to book 90 meetings, creating 90+ sales-accepted leads over two months after that experimentation period. For Route, it created 117 opportunities in a single month — more than the company’s team of 17 SDRs — and generated $42M in ARR pipeline over three quarters. For Upside, it booked meetings with leaders representing 6.5% of all US restaurant locations, plus grocery decision-makers at chains doing more than $200B in combined annual revenue.

What IntentSignal actually builds

Behind each engagement is custom infrastructure, not a tool subscription. IntentSignal builds redundant sending infrastructure — dedicated domains, warmed mailboxes, and correct DNS — so clients own every domain and mailbox in writing. It then runs continuous experiments on messaging and targeting: testing new ideas daily, scaling the campaigns that win, and retiring the ones that don’t. Because the agent and the sending stack are its own code, the team can change anything about how a campaign runs instead of waiting on a vendor’s roadmap.

The fit with OutboundSync

IntentSignal’s clients keep their pipeline in a CRM such as HubSpot or Salesforce. OutboundSync lands the outbound email activity IntentSignal generates — sends, replies, and booked meetings — on the right records there, so cold-email work shows up against the same contacts and deals the client’s revenue team already tracks. For a program judged on booked meetings and pipeline, that keeps attribution whole instead of stranding the outreach in a separate system.

If you run a US B2B SaaS company in the $3M–$200M range with AEs ready to take meetings, and you want outbound built from scratch rather than assembled from the same tools everyone else uses, IntentSignal is worth a conversation.