5 years in the past, Adam Herbert launched Go Stay Information from his shed. It wasn’t a cliché bootstrap origin story a lot because it was a deliberate rejection of the broader B2B advertising and marketing business.
From that shed to a small workplace on the outskirts of Manchester, and now a big city-centre HQ, the journey has been powered by a contrarian perception: don’t chase income – earn relevance and belief first.
Working in a sector typically hooked on quantity, Adam got down to show that respectful, intent-led outreach outperforms a scatter-gun strategy and blanket advertising and marketing. The corporate’s thesis due to this fact is easy; put folks first, work with clear and compliant knowledge, and prioritise training over promotion. The outcome, they argue, exhibits it’s not simply the precise factor to do; it’s the simplest.
“The business didn’t want extra noise – it wanted relevance and respect,” says Herbert. “Our rule from day one was easy: ship much less, say extra.”
A mission to unstick a stagnant market
Go Stay’s mission is to vary a stagnant business by recalibrating what “good” seems to be like. Three rules underpin that mission:
- Schooling over gross sales – Goal for an 80/20 stability: 80% educating, 20% selling. In apply, meaning checklists, resolution guides and sincere teardowns that assist consumers make sense of their choices – even when they don’t purchase in the present day.
- Clear, compliant, always refreshed knowledge – Information decay kills deliverability and belief. Go Stay treats freshness as a product, working on a 30-day refresh rhythm – a far sight forward from the business customary of 12 months.
- Frequency Guidelines – Respect the inbox by controlling cadence throughout manufacturers and sectors. If a recipient seems on a number of lists, they gained’t be bombarded – fewer, better-timed messages create the situations for belief.
These decisions are as a lot cultural as tactical. They require turning down short-term quantity, resisting vainness metrics and doing the unglamorous work of knowledge hygiene. However additionally they compound over time: cleaner inputs, calmer cadence and helpful content material construct model fairness that efficiency alone can’t purchase.
Constructing functionality to match conviction
Go Stay constructed its product suite to operationalise these rules:
- GO Monitor – Proprietary know-how that reads purchaser intent throughout the complete web site – not simply touchdown pages – and divulges account-level intent indicators so gross sales and advertising and marketing can comply with up when curiosity is actual.
- GO E-mail – Supply and artistic engineered for consideration, not output. Clear knowledge, Frequency Guidelines and an education-first content material mannequin carry dramatically increase deliverability whereas defending sender repute.
- GO Cleanse – Removes ghosts, bounces and duplicate data that quietly sabotage efficiency and compliance.
- GO Improve – Enriches shallow CRM entries into role-specific, segmentation-ready profiles so personalisation really works.
Collectively, these merchandise create a easy through-line: much less guesswork, higher timing. Slightly than blasting greater lists, the workforce narrows focus to ideally suited prospects, watches behaviour mature and engages when relevance peaks.
The journey, from shed, to suburbs, to Manchester’s thriving enterprise hub within the Northern Quarter
The corporate’s strikes mirror a maturing thesis – however early momentum got here from successful large. Go Stay lower by way of bigger incumbents by speaking in another way: recipient-first, clean-data, education-led. That resonated with enterprise consumers, touchdown marquee shoppers like Amazon Enterprise and AXA Well being.
Then got here a realisation: SMEs deserve the identical firepower. The workforce rolled out specialised outreach for native sectors – training and automobile dealerships amongst them –bringing enterprise-grade functionality to group progress. The affect in training has been particularly rewarding, with schools reaching close by employers by way of well timed, related outreach that enhances enrolment pathways, apprenticeships and partnerships.
“These early enterprise campaigns proved the mannequin,” says Herbert. “However seeing schools and native dealerships win with the identical instruments – that was fairly particular for me.”
Overcoming the business’s hardest challenges
1) Stale knowledge and compliance drift
Most suppliers refresh yearly. By then, roles change, domains die and firms’ restructure. Many lean on guide tele-verification – sluggish, pricey and error-prone. Go Stay selected a 30-day refresh, up to date routinely and algorithmically, cross-checking 50+ trusted sources. The payoff was cleaner inputs, increased inbox placement, stronger engagement and fewer model injury. “Freshness isn’t a quarter-end process – it’s all the time ongoing,” says Herbert.
2) Quantity habit
B2B typically rewards output over outcomes. Go Stay applies Frequency Guidelines and intent-scored audiences. As a substitute of blasting greater lists, the workforce narrows to ICPs, reads behaviour and occasions outreach when curiosity is actual. Reply high quality rises, repute strengthens and audiences keep open.
3) Content material that sells earlier than it serves
Patrons tune out on the first whiff of sales-led copy. Go Stay’s 80/20 precept flips the order: training first, promotion when intent surfaces. That builds credibility early and shortens the trail from curiosity to motion. It additionally retains prospects engaged after they aren’t but in-market – in order that when they’re, they instantly know who to show to.
4) Fragmented journeys
Attribution misses what issues: timing and particular person relevance. Prospects typically return days or perhaps weeks later to discover pricing, examine classes or revisit options. With individual-level journey monitoring, Go Stay hyperlinks on-site behaviour to supply knowledge, so groups know who returned, what deepened curiosity and when to have interaction – triggering tailor-made follow-ups at peak intent, not generic nudges. “It’s the distinction between guessing and being genuinely helpful,” says Herbert.
Bringing enterprise tech to the excessive avenue
One of many issues Adam’s most happy with is how their know-how is just not solely serving to world manufacturers thrive, however native companies too.
Constructing the Native Enterprise Outreach Programme (LBOP), provides SMEs the identical firepower as enterprise-level advertising and marketing groups, with out the jargon or the large budgets.
It began within the automotive sector, with dealerships utilizing Go Stay’s knowledge and outreach to attach with close by firms that want automobiles, servicing or MOTs.
The outcomes have been game-changing for this sector:
- Over 7,500 certified enterprise alternatives created.
- Greater than 500,000 native companies engaged with service suppliers.
- A 21% enhance in company BEV registrations and 11.8% rise in fleet gross sales throughout 2024.
- And crucially, 71% of UK companies now say they like shopping for from native suppliers.
LBOP is one thing the workforce is really happy with and it’s rolling out nationally and being tailored for different industries, from training and hospitality to skilled companies, as a result of group progress begins with connection. If we may also help dealerships, schools, or native suppliers develop their networks ethically, that’s making an affect and supporting the enterprise group at a really native degree.
Awards, recognition, and a rising repute
5 years on since its launch, Go Stay Information is now recognised as one of many UK’s most enjoyable data-tech scale-ups.
It’s been ranked because the #31 UK tech agency by TechCrunch, and it sits within the UK’s Prime 100 Enterprise Checklist by Elite Enterprise (at #44), Adam’s gained a Hustle Award, and him and his co-founder Tim, are at the moment shortlisted for the Nice British Entrepreneur Awards for Know-how Entrepreneur of the 12 months and for Neurodiverse Entrepreneur of the 12 months respectively.
“These accolades matter as a result of they show one thing I’ve believed in from day one and that’s moral, recipient-first advertising and marketing isn’t a “’nice-to-have’” it’s a aggressive benefit.”
What’s subsequent
Go Stay is doubling down on each ends of the market – world and domestically. Internationally, the main focus is on scaling intent indicators, academic content material and knowledge hygiene throughout multi-market campaigns. Nearer to dwelling, the mission is unapologetically daring: give SMEs the identical world-class outreach energy because the world’s largest manufacturers.
Suppose enterprise-grade concentrating on and timing for the excessive avenue; clear, 30-day-fresh knowledge for each faculty and dealership; GO Monitor precision for groups with no big MarTech stack. The intention is easy and bold: degree the taking part in area so a superb native enterprise can compete – ethically and successfully – with anybody.
“Contemporary knowledge, truthful cadence, helpful content material – when you respect these three, you don’t must shout to be heard.” – Adam Herbert.
About Adam Herbert
Adam Herbert is the CEO and Co-Founding father of Go Stay Information, one of many UK’s fastest-growing knowledge and advertising and marketing intelligence firms. With over 20 years within the business, he’s a number one voice in moral outbound advertising and marketing and is thought for difficult outdated advertising and marketing norms.
Go Stay Information
Go Stay Information works with a number of the largest names within the company world and plenty of SMEs within the UK and abroad. The workforce gives the cleanest, most correct B2B knowledge obtainable of 100 million firms, servicing the UK, Eire, USA, Canada, and UAE territories. This permits extremely efficient and worthwhile advertising and marketing campaigns to be performed, resulting in progress for his or her shoppers. A workforce of 20 primarily based in Manchester, Go Stay Information is pioneering ‘frequency guidelines’ within the advertising and marketing and knowledge business, which units itself aside by placing the recipient on the core of all the things it does. Not like nearly all of the business, its knowledge is cleaned each 30 days moderately than each 12–18 months. This ends in a a lot better end-user expertise for many who obtain academic knowledge they want. Prioritising consumer assist and constructing long-term belief and relationships, Go Stay Information is redefining what moral, high-performance advertising and marketing seems to be like.
Discover out extra at www.go-data.com.
