Riley Soward Exposes The Enterprise Prospecting Trap, How SMB GTM Actually Works And How To Build $10M+ Funnels
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What if your sales team isn’t wasting time—your data tools are? Riley Soward, Co-founder of Orbital, joins Edbound With Kinner to dismantle why ZoomInfo and Apollo fail small business sellers, decode the 50% market gap they ignore, and show how AI-enriched funnels actually scale. It’s a no-BS masterclass in targeted outreach, LinkedIn authority, and fixing what’s broken in B2B prospecting.
Unlock Riley’s exact playbook—then go deeper with our AI Thought Avatar trained on insights from every top startup, GTM & PLG leader we’ve hosted.
The Problem Every “Small Business” Seller Knows Too Well
You're selling to restaurants, gyms, accounting firms, or any Main Street business, and you've hit the same wall: ZoomInfo, Apollo, and Lusha are built for enterprise sales, not small business reality.
The brutal truth? 40% of your sales calls are targeting contacts you should never have gone after. They're out of business, can't integrate with your solution, or were never a fit to begin with.
But what if you could flip those numbers? What if 80% of your outreach hit qualified, ready-to-buy prospects instead?
What You’ll Discover in This Episode
- Why most B2B prospecting fails — From incomplete TAM coverage to irrelevant enterprise data—Riley explains the systemic cracks in tools like ZoomInfo for small businesses.
- The new sales formula — Vertical-specific enrichment, AI scraping, and pre-qualifying signals that close better than generic lists.
- GTM pillars before growth — The targeting, content engine, and outreach rigor needed to hit 80% qualified leads.
- Why your funnel breaks on Main Street — And how to build data-led systems that your sales team can trust.
- Hiring real prospectors — Ditch the "enterprise-only" filter—look for hustle, vertical curiosity, and enrichment instinct.
Welcome to Edbound With Kinner
Edbound With Kinner is the podcast where real founders, operators, and growth marketers come to decode what actually works when scaling modern businesses.
Hosted by Kinner N Sacchdev, Co-founder & CEO of Edbound AI and Knorish, this show dives deep into the strategies behind today’s fastest-growing SaaS, AI, and product-led companies.
From PLG experiments that move the needle, to GTM frameworks that convert and AI use-cases that actually work—you’ll hear firsthand from the people building it all. We go beyond headlines and hype to uncover the exact systems, scripts, and mindsets that drive growth.
Whether you’re a founder wearing multiple hats, a growth marketer chasing scalable channels, or a revenue leader looking to build a predictable pipeline—this is where you’ll find the edge.
New episodes drop every week.
Real operators. Real systems. No fluff. Just growth.
Subscribe To The Edbound With Kinner Podcast on your favorite platforms — Spotify, or watch on YouTube.
Meet The Guest
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Riley Soward is the data-driven founder who turned Orbital into a small business GTM powerhouse.
Starting out in last-mile delivery and vertical SaaS, he now leads a platform that enriches prospects with 200+ custom signals for industries like restaurants, gyms, and HVAC. He’s built AI-powered databases, run multi-vertical outreach, and turned raw data into revenue engines.
Riley’s superpower? Spotting the gaps in traditional tools and filling them with hyper-relevant enrichment.
In this episode, he unpacks why enterprise data misses 50% of US GDP, how to enable sellers with vertical insights, and why most prospecting playbooks are broken. He breaks down TAM mapping, how to structure winning GTM pillars, and the secret to 80% qualified funnels. His frameworks aren’t theory — they’re field-tested across startups and publics.
If you’re building a GTM engine that actually hits Main Street, you’ll want Riley’s insights. This is a masterclass for founders, RevOps leads, and data-obsessed operators alike.
Bonus: Download the Small Business Sales Machine Framework That Qualifies Prospects Like Clockwork
Watching the episode is one thing. Implementing them is what drives revenue..
This free downloadable playbook gives you the exact system used by high-performing sales teams to build predictable, scalable growth—without relying on luck, dead leads, or enterprise-only tools.
👉 Inside the Playbook:
- A proven 3-pillar GTM framework: From defining your ICP to launching personalized outreach that converts
- The smart targeting method to uncover the real 50% of your TAM (hint: it’s not in LinkedIn)
- Precision enrichment techniques that replace guesswork with vertical data like POS software and location count
- Expert-style LinkedIn flow that turns “just posting” into “inbound leads”
- AI-powered prep prompts so every campaign feels targeted, relevant, and high-converting
Whether you’re fixing a broken funnel or building one from scratch—this playbook helps you run better lists, deliver smarter emails, and win deals that stick.
Fix your funnel with Riley’s proven framework—then explore deeper strategy with our AI GTM Coach built from top-performing teams.
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Where to Find Kinner N Sacchdev
Where to Find Riley Soward
Episode Timestamps
- 00:00 – Intro
- 01:14 - Meet Riley Soward, Founder Of Orbital - The ZoomInfo for Small Business
- 02:27 - The Problem with Traditional Prospecting Tools
- 03:36 - How Orbital Helps with Data Enrichment
- 05:46 - Comparison to Clay and Enrichment Models
- 07:09 - Core Pillars of Orbital's GTM Strategy
- 11:28 - LinkedIn Content Strategy - Quality Over Automation
- 15:01 - Cold Email Infrastructure and Domain Strategy
- 24:00 - The Future of AI in B2B Sales and GTM
- 29:32 - Crafting Hyper-Targeted Messaging for Verticals
Steal Riley’s small business sales machine system—then chat with our AI Closer trained on real-world small business prospecting and scalable GTM.
Thank You for Watching!
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