The Challenge
Sales prospecting was fully manual.
The team relied on gut feel and ad-hoc research to identify leads. There was no structured way to qualify, score, or prioritize potential clients at volume.
Content production couldn't scale. iClicks manages linkbuilding campaigns across dozens of client domains. Writing high-quality, SEO-optimized articles for each manually was slow, expensive, and inconsistent in tone and quality.
Outreach lacked infrastructure. Sending personalized outreach to hundreds of leads required tooling and automation that didn't exist. The team had leads — but no efficient way to reach them.
Two ICPs, different qualification logic. iClicks targets both e-commerce companies (€2.5M–€15M revenue, WordPress stack) and lead generation service businesses (15–200 FTE, physical presence). Each requires different enrichment, scoring, and outreach logic — making a one-size-fits-all approach impossible.
The Approach
What's Next designed and built a multi-system AI infrastructure covering three core areas:
Sales Engine
A fully automated lead generation pipeline built on n8n and Supabase. Leads enter via manual CSV upload (lookalike audiences) or real-time Leadinfo website visitor tracking. Each company and contact is enriched using LeadMagic — pulling firmographic data, tech stack (WordPress detection), decision-maker profiles, and verified work emails.
Every lead receives a composite PriorityScore:
Leads scoring above 70 are automatically exported to Google Sheets for immediate sales action.
Content & Linkbuilding Agent
A three-agent pipeline — brief agent, writer agent, editor agent — generates SEO articles at scale for iClicks' client domains. Each article is written from a dynamic author persona, fact-checked via Tavily, and delivered with a human-review metadata report. Tone, structure, and link placement adapt per content type and domain.
Email Automation (MailChimp)
Transactional and behavioral email flows built in MailChimp, enabling iClicks to send automated, personalized outreach to their prospect and client base without manual intervention.
The Solution
The AI systems What's Next built for iClicks delivered measurable impact across all three commercial areas within weeks of deployment.
Here's what the numbers look like.
800+ leads enriched and scored from a starting dataset of lookalike companies, delivered as a prioritized, actionable Google Sheet — ready for outreach on day one.
900+ outreach reports sent via the automated email agent, with the system running autonomously on a recurring cadence.
AI content pipeline live across iClicks client domains — producing fact-checked, persona-driven articles at a fraction of the previous time and cost.
The sales engine reduced time-to-lead from days of manual research to minutes of automated processing. The content system removed the bottleneck of human writers for volume production. Together, the three systems gave iClicks a commercially scalable operation that runs with minimal oversight.
Final Thoughts
iClicks is a strong example of what happens when a performance marketing agency commits to AI infrastructure, not just tools.
By replacing three manual processes with integrated, policy-driven systems, they gained speed, consistency, and scale without headcount.
The partnership with What's Next continues. Next phases include expanding the sales engine to NMG group companies, deeper KVK data integration, and a more robust technographics layer for ICP qualification.
"The possibility to generate that data layer today is a factor 1000 easier and cheaper."
— Internal strategy discussion, What's Next x iClicks
Key Results
Qualified leads generated
AI systems deployed
Reports delivered
