B2B prospecting is a system, not a sprint of cold emails. Here is the workflow high-performing outbound teams use, from defining who to target to sending the first message.
Step 1: Define your ideal customer profile
Write down industries, company size, geography, the personas you sell to and the problems you solve. Be explicit about who you exclude — it saves more time than any tool.
Step 2: Build a focused account list
Start with 50 accounts, not 5,000. A small list lets you research properly and learn what resonates.
Step 3: Research each account
For every account, capture what they do, recent signals and two pain hypotheses. See our 15-minute prospect research framework.
Step 4: Prioritise
Score accounts on fit (do they match your ICP?) and need (is there evidence of the problem right now?). Work the top tier first.
Step 5: Map the buying committee
Identify the economic buyer, the champion and likely blockers before you reach out. One contact is a single point of failure.
Step 6: Write the first touch
Lead with the signal, connect it to a pain, and ask one low-friction question. Keep it under 90 words.
Step 7: Sequence and learn
Plan 4–6 touches across email and LinkedIn, each adding new value. Track replies by angle, not just by template.
Sales prospecting metrics to track
- Reply rate by pain hypothesis
- Meetings booked per 50 accounts
- Time spent researching per account
Put the workflow on rails
Brief Source turns your structured ICP into scored, researched briefs and generates sequences with the exact number of touches you choose.
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