Who is Shopwave?
Shopwave is a B2B retail technology company providing omnichannel software to retailers, brands, and distributors. Their platform unifies in-store, ecommerce, and wholesale operations, giving retail businesses a single source of truth for inventory, orders, and customer data.
Despite having a strong product, Shopwave struggled to reach highly specific business targets at scale. The right prospects were not being found, the right message was not being delivered, and outreach was happening without the right timing or context.
They brought in Zutomate to build the infrastructure, intelligence, and automation needed to fix this.
The Situation
Shopwave was investing in growth but lacked the systems to execute at the level their market opportunity demanded. Sales conversations were happening, but not at the volume or quality needed to build a predictable pipeline.
The core challenge: they needed to reach a large, highly segmented audience of retail businesses, with messages tailored to each segment's specific pain, at a scale no manual team could sustain.
They needed a system that could identify the right accounts, understand what each prospect cared about, and deliver relevant outreach automatically across both email and LinkedIn.
What was blocking growth?
No Targeted Prospecting System
Shopwave lacked infrastructure to identify and source highly specific prospect businesses at scale. Outreach was broad, unfocused, and reliant on generic lists.
Missing Trigger Intelligence
No mechanism existed to detect buying signals or business trigger events, so the team was constantly missing the ideal window to reach prospects with timely, relevant messaging.
One-Size-Fits-All Messaging
Without tiered segmentation or personalization, outreach failed to address the unique pain points of different prospect categories, leading to low conversion.
No Scalable Outreach Infrastructure
No email deliverability infrastructure or multi-channel automation to support high-volume, consistent outreach without creating human bottlenecks.
The Zutomate 5-Step GTM System
TAM Analysis & ICP Definition
Before building anything, we mapped Shopwave's total addressable market and defined their Ideal Customer Profile with precision.
- Defined addressable market across retail verticals
- Mapped company size bands, revenue tiers, and target geographies
- Built detailed ICP from Shopwave's best existing accounts
- Identified firmographic and technographic signals for targeting
- Determined best outreach channels per segment
Data Sourcing & Precision Database Construction
Built hyper-targeted prospect databases using Clay, Apollo, LinkedIn Sales Navigator, and Apify, filtered to Shopwave's exact ICP across all retail verticals.
- Multi-source data aggregation for maximum coverage
- Sector-specific databases with advanced enrichment
- Negative filters to remove unqualified accounts
- Email verification and data deduplication
AI Agent: Trigger Event Collection
Deployed custom AI agents to monitor and collect real-time business trigger events for each prospect, surfacing the exact moment to reach out.
- Funding rounds, hiring signals, new store openings
- Technology stack changes and competitive moves
- Expansion signals and leadership changes
Pain Identification & Prospect Tiering
Used AI to map each trigger event to Shopwave-specific pain points, then tiered every prospect by signal strength and ICP fit.
- Tier 1 (Hot): Strong signals and perfect ICP fit. High-touch, heavily personalised outreach.
- Tier 2 (Warm): Partial signals. Personalised but higher-volume sequencing.
- Tier 3 (Cold): ICP match but no trigger signals. Broad, benefit-led messaging.
Multi-Channel Outreach Automation
Launched fully automated email and LinkedIn sequences with AI-powered personalization. Built the email infrastructure from scratch to support scale.
- 1,000+ emails sent per day via purpose-built domain infrastructure
- Provider split: Google Workspace / Microsoft 365 / SMTP for maximum deliverability
- LinkedIn connections and InMails running in parallel
- Bi-weekly inbox rotation and ongoing deliverability monitoring
- AI-generated personalization at volume, with unique opening lines per prospect
Tools & Infrastructure Used
Three core platforms powered the data, personalization, and delivery layers of this system.
What Shopwave Achieved
The system went live and delivered consistent, measurable results. Not a one-off spike, but a repeatable pipeline that kept compounding.
They built us a system that could actually find our buyers, understand what they cared about, and reach out with the right message, all on autopilot. We went from scattered outreach to a real pipeline. The results speak for themselves.
What Zutomate delivered
- Full TAM analysis and ICP definition before a single email was sent
- Hyper-targeted prospect databases built in Clay across multiple retail verticals
- AI agent collecting real-time trigger events and identifying prospect pain points
- 3-tier prospect segmentation with unique, pain-led messaging per tier
- Purpose-built email infrastructure, 1,000+ emails per day with full deliverability monitoring
- LinkedIn connections and InMails running in parallel with email
- 20% more closed deals, delivered through a consistent and fully automated pipeline