Every account is researched before it is contacted.
Gripwise writes a sourced fact sheet per company and drops the bad fits before a single email is sent.
- sourced facts per account
- 8sourced facts per account
- sends spent on a clear bad fit
- 0sends spent on a clear bad fit
- verdict required before touch one
- 1verdict required before touch one
01The problem
Nobody has a lead problem. Everybody has a qualification problem.
Lists are cheap and getting cheaper. What is scarce is knowing which of those companies is worth a message, and having something true to say when you write it.
The list was bought, not qualified
A filter on job title and headcount tells you a person exists. It tells you nothing about whether the company has the problem you solve, the budget to solve it, or a reason to care this quarter.
You find out after you've paid for it
Six emails into a sequence, the account was never a fit. You spent the sends, the sending reputation and the follow-up time to learn something research could have told you up front.
Bad fits poison the whole campaign
Irrelevant recipients do not just ignore you. They mark you as spam, and that decides deliverability for every good-fit prospect sitting in the same campaign behind them.
Personalisation without research is a guess
If nothing real is known about the account, the AI writing your first line has two options: say something generic, or invent something. Both lose the account.
The whole thesis
Every other tool blasts. Gripwise qualifies the lead first, cites the source, and only then writes. Quality leads are not a nicer input to the same campaign — they are the campaign. A relevant message to the right company beats a clever message to the wrong one every single time, and no amount of copywriting closes that gap.
02The solution
Four moves, all of them before the first send.
This is the part every other tool skips, because it is slow and expensive and invisible in a demo. It is also the only part that changes your reply rate.
Read the company, not the job title
Gripwise researches each domain and extracts up to eight verifiable facts — funding, hiring, product, leadership, tech, news, stated pain. Each one is a single dated claim, never a paragraph of AI prose.
Make every fact prove itself
A fact without a working source URL is discarded. Links are checked before the fact is stored, so a dead page cannot become a talking point in your first email.
Rule on fit before the first send
Each lead is weighed against your offer and this campaign's actual pitch, then marked relevant, borderline or irrelevant. The scheduler will not send touch one until a verdict exists.
Drop the bad fits with a reason attached
Clear misses exit the sequence with zero sends and a written explanation you can read and overturn. Uncertainty never disqualifies anyone — borderline accounts always proceed.
03What research produces
A fact sheet, not an AI paragraph.
The output of research is structured and checkable on purpose. Prose can hide a guess; a list of claims with URLs behind them cannot.
- Up to eight facts
- Each one a single verifiable claim, capped short and dated where possible. Not a paragraph of AI prose that reads well and says nothing.
- A live source on every line
- Every fact stores the exact URL it came from. Links are checked before the fact is saved, and a dead page means the fact is dropped rather than kept.
- Six categories that matter
- News, product, hiring, funding, leadership, tech and publicly stated pain — the things that actually change whether a company is in the market right now.
- A confidence rating
- Research that comes back weak is marked thin, and thin briefs are never used to personalise. Your approved copy goes out instead.
- Shared across the account
- One brief per company, reused by every lead there and every step in the sequence, so five contacts at the same account are worked from the same set of facts.
- Rebuilt on a cycle
- Briefs refresh on a rolling schedule, so a company that raised or restructured recently is not being pitched on last year's situation.
What it looks for
- Tech
- What they run today, and the gap your product fits into.
- Pain points
- Problems the company has stated publicly, in their words.
- Product
- Launches, releases and changes to what they actually sell.
- Hiring
- Open roles that reveal what a team is building or struggling with.
- Leadership
- New executives, and the mandate that arrives with them.
- Funding
- Rounds, investors and the timing that comes with new budget.
04The verdict
Three outcomes. Only one of them stops a campaign.
Each lead is weighed against your offer and the actual pitch in that campaign's first email — not a generic idea of your market.
Relevant
Proceed, and use what we found
The account fits your offer and this campaign's pitch. The facts from its brief feed the personalisation, so the opening line references something real and current.
Borderline
Proceed anyway
The evidence is mixed or thin. Gripwise never blocks on uncertainty — the lead continues, personalised only as far as the research honestly supports.
Irrelevant
Exit with zero sends
A clear miss with real evidence behind it. The lead leaves the sequence before touch one, with a written reason on the record that you can read and overturn.
The scheduler waits for it
A lead with no verdict yet does not get sent to. The first email is held until research has run, so qualification is never something that catches up with a campaign already in flight.
05The guard rails
An AI that is allowed to research is an AI that can invent. So this one isn't.
Automated research is only worth having if you can trust what comes out of it. These constraints are enforced in code, not asked of the model.
It cannot invent a fact
Message drafts may only reference facts that exist in a stored brief. If research comes back thin, the send falls back to your approved copy rather than guessing something plausible.
It cannot disqualify on a hunch
An account is only removed when confidence is high and real evidence exists. Anything weaker is downgraded to borderline and proceeds — a wasted send costs less than a missed customer.
Research stays current
Briefs are rebuilt on a rolling cycle, so a company that raised or restructured last month is not being pitched on last year's situation.
You can always overrule it
Every verdict is visible on the lead record with its reasoning. Disagree and you can requalify the lead straight back into the sequence.
The honest version
If we cannot find a fact with a working source, we do not invent one. The message falls back to your approved copy instead.
06Why it pays
Better leads are a compounding advantage, not a nicer input.
Qualification does not just remove waste at the top. It changes the economics of every step underneath it.
- Fewer sends against the same list, because the accounts that were never going to buy leave first.
- Higher relevance per send, because what's left is written from facts about that specific company.
- Better deliverability, because irrelevant recipients are the ones who mark you as spam.
- Cleaner pipeline maths, because reply rate stops being diluted by accounts that never had a reason to answer.
- Less rep time wasted, because nobody is following up an account that research already ruled out.
The chain
Qualified accounts make relevant outreach possible. Relevant outreach earns replies. Replies become conversations, and conversations become deals. Every link in that chain is decided before you press send — which is exactly where nobody was spending any effort.
Start here
Qualify early and highly targeted leads with Gripwise.
Researched accounts, a sending stack that is already configured, and a sequence written from facts you can check.
