In this episode of GTM Insider, Rory is joined by Rob Harlow, Co-Founder and Chief Innovation Officer at Sopro, to explore the evolving landscape of prospecting in 2025.

Together, they dig into what high-performance outbound looks like in a world where buyers are more informed, time-poor, and resistant to outdated sales techniques. Rob shares insights from Sopro’s 80 million+ email data set, breaking down what works, what’s dead, and how to get ahead with signal-based selling.

Expect no fluff - just honest, forward-thinking insights from one of the sharpest minds in outbound sales today.

Key takeaways:

↳ Why the first touch is rarely “cold” anymore - and how to meet buyers where they already are
↳ The death of "spray and pray" and rise of intent-based, signal-driven prospecting
↳ How Sopro uses AI with human empathy to drive relevance at scale
↳ Multi-threading done right: why targeting one decision-maker isn’t enough
↳ Standing out: using channels like communities, video, and even gifting (but not the gimmicky kind)
↳ Why personalization isn’t about gimmicks - it’s about deep buyer relevance
↳ How reps should rebalance automation vs. human touch

About Rob:
↳ Chief Innovation Officer & Co-Founder at Sopro
↳ 10+ years helping hundreds of companies scale outbound campaigns
↳ Obsessed with continuous improvement, relevance, and ethical personalization

About GTM Insider:
GTM Insider is a trumpet production.
We help sellers collaborate with their buyers in one centralised and trackable digital space - from first call to deal close and beyond.