Module 2: Prospecting & Lead Generation
Learn how to find and qualify the right prospects, build targeted lists, and prioritize your outreach for maximum impact.
Prospecting Tasks
Build your pipeline foundation with these essential prospecting activities.
Build your initial prospect list
Create a list of 100+ companies that match your ICP using LinkedIn Sales Navigator, databases, and manual research.
Identify decision-makers and champions
For each target company, find the right people to contact - both decision-makers and potential internal champions.
Deep research on top 20 accounts
Conduct thorough research on your highest-priority accounts including recent news, tech stack, and potential pain points.
Map your warm network
Identify existing connections who can make introductions or provide insights on target accounts.
Create qualification criteria
Develop a framework for quickly qualifying or disqualifying prospects based on fit, timing, and budget.
Where to Find Prospects
LinkedIn Sales Navigator
$99/monthThe most powerful B2B prospecting tool for finding decision-makers
Best for: Finding specific job titles at target companies
Apollo.io
Free tier available, $49/month+All-in-one sales intelligence and engagement platform
Best for: Building large prospect lists with verified emails
Your Existing Network
FreeWarm introductions convert 10x better than cold outreach
Best for: High-value enterprise accounts
Industry Events & Communities
VariesMeet prospects in contexts where they're open to conversation
Best for: Building relationships and brand awareness
Inbound Leads
Content creation timeProspects who come to you through content and marketing
Best for: Higher intent, easier conversion
BANT Framework
Classic qualification framework - Budget, Authority, Need, Timeline
- • Do they have budget allocated?
- • What have they spent on similar solutions?
- • What's the cost of the problem?
- • Who makes the final decision?
- • Who else needs to be involved?
- • What's the approval process?
- • Is the problem urgent enough to solve now?
- • What happens if they don't solve it?
- • How are they currently handling this?
- • When do they need to implement?
- • What's driving the timeline?
- • Are there competing priorities?
Qualification Signals
Positive Signals
- +Recently raised funding (growth mode)
- +Hiring for relevant roles (scaling)
- +Leadership change (new initiatives)
- +Public statements about the problem
- +Using competitor products (proven need)
- +Mutual connections who can vouch
Negative Signals
- -Recent layoffs or downsizing
- -Just signed with competitor
- -Company size too small/large for ICP
- -Industry or use case not supported
- -Previous failed implementation
- -No clear problem owner internally
Account Prioritization Tiers
Not all prospects deserve equal attention. Focus your energy where it matters most.
Tier 1 - High Priority
10-20 accountsPerfect ICP fit, strong buying signals, warm path available
- • Matches all ICP criteria
- • Active buying signal detected
- • Warm introduction possible
- • Champion identified
Tier 2 - Medium Priority
30-50 accountsGood ICP fit, some buying signals, may need to go cold
- • Matches most ICP criteria
- • Some buying signals present
- • No warm intro, but good research available
- • Clear contact identified
Tier 3 - Standard
50-100 accountsBasic ICP fit, worth trying but lower conversion expected
- • Matches basic ICP criteria
- • No obvious buying signals
- • Cold outreach required
- • Multiple contacts to try
Account Research Checklist
Company Research
- Company size, revenue, funding stage
- Recent news and press releases
- Tech stack (BuiltWith, Wappalyzer)
- Key executives and leadership changes
- Competitors and market position
- Recent job postings (what they're building)
Contact Research
- Current role and tenure
- Previous companies and roles
- LinkedIn activity and posts
- Mutual connections
- Published content or podcasts
- Conference speaking or panels
Pain Point Research
- Industry challenges and trends
- Company-specific problems (from job posts, reviews)
- Current solutions they're using
- Complaints about existing tools (G2, Reddit)
- Regulatory or compliance pressures
- Growth constraints or bottlenecks
Key Takeaways
- 1.Quality over quantity - 20 well-researched prospects beat 200 random names.
- 2.Warm intros convert 10x better than cold - always look for connection paths first.
- 3.Qualify early and often - time spent on poor-fit prospects is time wasted.
- 4.Research before reaching out - personalized outreach gets 3x response rates.
- 5.Keep your pipeline fresh - add new prospects weekly, remove stale ones monthly.