Build the AI sales & marketing engine. Not one channel at a time — all of it.
Every Play — Cold Email, LinkedIn, Content and whatever comes next — the moment it ships, at least one a month. Plus the community and monthly live teardowns with me. The systems I'm running right now to scale my current company to $100m in ARR.
$249 today, then $99/mo — or $990/year (two months free) · 30-day money-back · Cancel anytime
Monzo+ more
This works if you sell, or lead people who do.
Founders
Building an AI-first sales & marketing engine without needing to overhire.
Agency founders
Productising AI plays instead of trading time for retainers.
SDRs & AEs
Who refuse to be the rep that got automated.
Revenue leaders
Who know the playbook from three years ago is dead.
You don't need to be in SaaS. If you carry a number, the plays apply.
One membership. The whole engine.
Look inside the first Play.
Making Cold Email Plays — 7 modules, 35 lessons, 15+ hours. Open any module. Yours immediately, on either plan.
Mod 0Start here
- Welcome, and how to actually use this course
- Who cold email is for & common use cases
- (For the nerds) A quick history of cold email
- What a play is, and the system you are about to build
- How I built cold email engines for $3bn worth of SaaS and tech brands
- The 3 mistakes that make everything else pointless
Mod 1Ideal client profile & personas
- Foundations: building your company understanding document
- Introduction to ICP & personas (why it is crucial)
- Defining your ideal client profile (ICP)
- The Observer, Manager, Doer framework for personas
- Jobs to be done & the pain that makes people reply
- Case studies & unique mechanisms (a must for good copy later)
Mod 2Outbound infrastructure
- Introduction: the tools you need to get up and running
- Choosing a sequencer (the key differences)
- Mailboxes + scale
- Email warmup, where to do it, and what to avoid
Mod 3List building & qualification
- Introduction to data platforms (and my favourites)
- List building the easy way
- List building the harder but more accurate way (Clay)
- (Bonus) Using Claude
- How to map your TAM (the rule of 3 I follow)
Mod 4Copywriting & offer creation
- Introduction: good copy, bad copy (the list is the message)
- Show me you know me (nailing the first line)
- Audience sophistication & writing for the right levels
- Offer creation, and why amazing offers perform poorly
- Personalisation: how to do it, and why you might not need it
- AI copy or AI sloppy?
- Your copy checklist
Mod 5Launching campaigns
- Launching your first cold email campaign
- The pre-flight checklist
- The hangover: knowing within 24 hours if you need to change course
Mod 6Replies, meetings & monitoring
- What to monitor, and how to know exactly what is wrong
- Reply handling (what most people ignore)
- Turning this all into a repeatable machine
- How to get help if you are stuck
Within 2 years of starting as an SDR, I became one of the UK's youngest heads of sales at 24. Built the cold email engines behind 50+ SaaS and tech brands through my agency, then exited it at 28. Now CRO at InboxKit, scaling to $100m in ARR. I publish what's working today, as I do it — not the theory you're used to seeing.
Don't take my word for it.
“Abbas eliminated the need for us to hire SDRs — instead we were able to hire AEs, as his cold email engine delivered 20 meetings per week on autopilot.”
“Following Abbas' guidance and strategy we were able to automate our outreach to highly technical buyers, and create opportunities with c-suite in orgs like Binance & Moonpay.”
“Everything Abbas teaches comes from systems he's actually run — all of my team have access to Making Plays as a core part of their onboarding.”
“Best GTM Engineering knowledge in Europe right now. The pipeline impact in just 14 days was remarkable — and we own everything without relying on an agency to run it.”
“Abbas trained our first sales hires, which ended up helping us scale, and set the model for our AE and BDR team ever since.”
“Abbas continues to be my go-to advisor when it comes to cold email & the new tooling related to GTM — you can tell he has a passion for making the complex, simple.”
“Abbas set up the cold emailing function for 3 different companies I was advising as VP. He became my go-to source to bring in when building a function from scratch.”
“A genuine expert on modern selling, AI and marketing to the new generation of B2B buyers.”
“He turns outbound and AI-driven sales from a dark art into a clear, repeatable system.”
“Abbas eliminated the need for us to hire SDRs — instead we were able to hire AEs, as his cold email engine delivered 20 meetings per week on autopilot.”
“Following Abbas' guidance and strategy we were able to automate our outreach to highly technical buyers, and create opportunities with c-suite in orgs like Binance & Moonpay.”
“Everything Abbas teaches comes from systems he's actually run — all of my team have access to Making Plays as a core part of their onboarding.”
“Best GTM Engineering knowledge in Europe right now. The pipeline impact in just 14 days was remarkable — and we own everything without relying on an agency to run it.”
Real replies from live cold campaigns — names and companies blurred for privacy.
$249 today, then $99/mo · 30-day money-back · Cancel anytime
What this costs everywhere else
- They own the system
- Stops the day you stop paying
- Months of ramp time
- Knowledge walks out the door
- You own every system
- Cancel anytime, keep it all
Same capability. You run it, you own it. Selling for someone else? Reps who bring these systems double their value to the team — and get paid like it.
The maths is simple.
All-Access entry is $249 — half the list price of just one Play, with every Play included.
Founding price until July 31 — then $497.
- ✓Making Cold Email Plays, complete
- ✓10+ hours of step-by-step material
- ✓All future updates to this Play
- ✓30-day money-back guarantee
Best for: If you only ever want cold email
Get just this Play→or $990/year (two months free). Every current and future Play, the community, and monthly live teardowns. Cancel anytime.
- ✓Every Play, current and future — at least one a month
- ✓Making Cold Email Plays, complete (the system behind 50+ SaaS brands)
- ✓Monthly live teardowns with me
- ✓Full community access
- ✓30-day money-back guarantee
$249 today, then $99/mo · 30-day money-back · Cancel anytime
The maths: A single Play lists at $497 ($249 founding price until July 31). All-Access ships at least twelve a year, plus the teardowns and the community, for $99 a month. If you only ever want one channel, buy the one Play — it's on the Plays page. If you're building a revenue engine, this is the cheaper way in by a distance.
What happens when you join
Checkout via Circle takes two minutes. Every current Play unlocks immediately, community access included.
Start Making Cold Email Plays from Module 0, or jump straight to the module that fixes your bottleneck. Introduce yourself in the community if that's your thing — no pressure if it isn't.
A new Play drops, and you're in the live teardown with me. Miss it? Recordings live in the library.
Run a Play. If it doesn't hold up, I'll refund you.
Give it 30 days. Actually run one of the systems. If it doesn't hold up, tell me within 30 days and I'll refund you in full. No forms, no hoops, no hard feelings.
Questions people actually ask
Do I need to be technical?
Can I really cancel anytime?
How much time does it take?
What if I only care about cold email?
What's the $249 for?
Is this for teams?
The teams pulling ahead are running plays. Stop watching them.
$249 today, then $99/mo · 30-day money-back · Cancel anytime
Start with the free stuff.
Every Sunday I send one play you can run on Monday — the tools, the teardown, the thinking. 5,000+ founders, operators and salespeople read it. When you're ready for the full systems, you'll know where to find me.
No spam. Unsubscribe whenever.
Or grab the free cold email play — the full system, yours to keep.