In my opinion, prospecting is all about starting conversations.

Your message needs to be relevant to the persona that you’re selling to and you have to understand their objectives and challenges.

And the more information you have, the easier this can become.

This is why, when possible, I like to find companies who are already investing in technology that compliments my product/service (you can also target competitors of your own product) and use that as a hook in my outreach.

So, step one: Think about what other products exist that compliment your offering that your ideal customers are using and write them down in a list.

• Here are a few examples:
• If you sell Digital Marketing services, then companies using Hubspot “could” be a good fit
• If you sell a lead capture/pop up software, then companies using WP Forms “could” be a good fit
• If you’re selling PPC services to eCommerce brands, then eCommerce brands using Shopify “could” be a good fit
• If you’re selling outsourced live chat agents, then companies using helpdesk software like Zendesk, Krisp, Gorgias “could” be a good fit

The list goes on…

Note that I say “could” be a good fit here. Just because they use a particular software, it isn’t the golden ticket to meetings booked and revenue generated – it is however a great way to run targeted outreach sequences.

In the video, I walk through two tools (Wappalyzer and BuiltWith) you can use to find this information and below, I explain the steps you could take to semi-automate these cadences.

I previously ran a lead sourcing agency (TaskDrive), where we had skilled researchers enriching this data.

The following steps can be used by an individual SDR or by outsourcing to a freelancer/company like TaskDrive.

So the steps I took were:

1. Create a list of job titles in order of priority. For each job title list out alternatives (e.g. Marketing Manager, Digital Marketing Manager, Senior Marketing Manager
2. Add a feedback loop for one person to answer any questions from the list builder to clarify any new titles found (then, update step 1 with the new variation and have all list builders re-read the instructions).
3. Enrich the list of companies with the details you need for your sequence (first name, email, company name, etc) in a spreadsheet. Bonus points if you can make an observation about their store, website, business)
4. Double-check the data for formatting issues, emojis, spelling mistakes etc
5. Upload the spreadsheet to your sequencing tool and hit go.

On and up!