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One of my long-term advisory clients needed to build a new outbound campaign. We had two hours on the calendar. In that single session, we built targeted prospect lists, researched the audience, and created a complete three-channel outbound sequence with messaging. The outcome was $200K in new pipeline.
Here’s exactly how we did it.
This is a breakdown of the five-stage process we used to build a launch-ready campaign in 120 minutes. I’ll walk you through the filtering strategies, the research methodology, the sequence structure, and the quality control steps that turned one working session into measurable results.
Key Takeaways:
- Multi-layer prospect filtering using five or more criteria builds lists that convert instead of lists that get ignored
- Deep audience research using specific prompts makes messaging relevant to real pain points
- Multi-channel sequences combining email, LinkedIn, and phone outperform single-channel approaches
- Quality control and data hygiene protect sender reputation and prevent wasted outreach
- Process discipline through tagging and segmentation ensures the right message reaches the right person
Who This Is For:
This breakdown is for sales leaders and founders who need to build pipeline through outbound but aren’t sure where to start or why their current approach isn’t working. If you’re getting low response rates, struggling to build relevant prospect lists, or wondering how to structure sequences that actually start conversations, this step-by-step process will show you what you’re missing.
Stage 1: Defining Project Scope and Objectives
Every successful sales strategy starts with clarity. Before we touched a single database or drafted one email, we defined exactly what success looked like for this engagement.
The primary objectives were straightforward but specific. We needed to build highly targeted prospect lists for a defined industry segment. We needed a nuanced understanding of target personas and their real pain points. And we needed tailored outreach sequences using email, LinkedIn, and phone touchpoints that would resonate with those prospects.
Notice what’s missing. There were no vanity metrics like “send 10,000 emails” or “connect with 500 people on LinkedIn.”
The goal was relevance and conversion, not volume.
Stage 2: Building the Prospect Lists
Most outbound campaigns fail at the list-building stage. Too many teams think list building means plugging a few filters into a database and hitting export. That approach produces lists full of irrelevant contacts who delete emails without reading them.
I used a multi-layer filtering approach that took more time but delivered higher-quality results.
Industry and Geography Filters
We started with an industry where sales happen primarily in the field rather than at desks. Database industry categories rarely align perfectly with real-world business segments, so we tested multiple filters to capture the right companies without pulling in irrelevant ones.
Geographic filters were limited to the United States and Canada. We didn’t try to boil the ocean with global outreach when the solution was best suited for North American markets.
Company Size and Role Criteria
To ensure outreach would be worthwhile, we set minimum company size requirements. Companies with at least 10 sales reps made the cut. Anything smaller lacked the complexity and budget to justify the solution.
We referenced known companies in the space to calibrate our filters. This reality check prevented us from building lists of companies that were either too small or too large to be good fits.
Title and Seniority Mapping
This layer required the most nuance. We brainstormed relevant titles such as Chief Revenue Officer, VP of Sales Enablement, Director of Sales, and VP of Field Sales. But we didn’t stop there.
We also explored less obvious but highly relevant titles like Branch Manager, Regional Manager, Area Manager, District Manager, and Territory Manager. In industries with field-based sales teams, these roles often influence sales process decisions even if they don’t appear on traditional org charts.
Boolean searches and title variations helped maximize coverage without pulling in unrelated roles. The goal was comprehensive reach within the ideal customer profile, not spray-and-pray outreach.
Technology Stack Filtering
We added another refinement layer by filtering for companies using specific technologies such as Salesforce. This ensured prospects already had infrastructure that could integrate with the solution.
List Segmentation and Export
We created multiple segmented lists based on title and seniority. Each list was mutually exclusive so prospects wouldn’t receive duplicate outreach. This segmentation also enabled tailored messaging for different roles and priorities.
Lists were exported and prepared for upload into the outreach platform with proper tagging from the start.
Stage 3: Deep-Diving into the Target Audience
You can’t write relevant copy without understanding your audience’s world. This is where many teams skip steps and later wonder why their emails get ignored.
Industry Research and Context Gathering
We used AI chat tools to accelerate our research into how outside and field sales teams actually operate in this industry. We researched market trends, customer priorities, and common challenges these companies face.
The research questions were specific. I asked ChatGPT:
“I need help learning about the [INDUSTRY]. I am going to prospect some accounts and need to understand how sales processes typically work for outside or field sellers. I also need to understand market trends and priorities.”
That prompt gave us market context, growth drivers, key trends, and common sales activities for field sellers. But we didn’t stop there.
I followed up with a more targeted prompt:
“I am reaching out to sales leaders who are frustrated that reps struggle to keep CRM data updated and aren’t efficient with their time in the field. Tell me more about the goals, challenges, and priorities of sales leaders managing outside or field sellers in the [INDUSTRY].”
That second prompt delivered exactly what we needed. It surfaced core goals, daily frustrations, persistent worries, and the outcomes these leaders care most about right now.
The AI responses gave us language, pain points, and context we could immediately use in messaging. We weren’t guessing what kept these leaders up at night. We had researched insights.
Persona Refinement
With that industry context, we refined our understanding of target personas and their day-to-day pain points. Sales leaders managing field teams often struggle with CRM accuracy, field productivity, and responding quickly to market changes.
These weren’t assumptions. They reflected how this specific industry operates and the challenges unique to managing distributed field sales teams.
Stage 4: Crafting the Outbound Sequence
Research without application is useless. We translated audience insights into a multi-channel sequence designed to start conversations.
Email Sequence Development
We used the research to inform a series of problem-centric emails. Each email focused on one high-impact issue relevant to the target persona.
According to Litmus, prospects scan emails for less than nine seconds. Executives often spend just three to four seconds deciding whether to engage or delete. That short window makes concise, focused messaging essential.
This is where the 1, 10, 100 Rule matters. Include one clear call to action per email. Optimize the first 10 words to earn the open. Keep the email under 100 total words.
Subject lines and preview text work together. Subject lines get attention, but preview text earns the open.
Preview text includes the subject line and the first visible words in the inbox. Those words determine whether someone opens the email or moves on.
Too often, teams pair strong subject lines with generic preview text like “I hope you’re well.” For a busy executive, that’s an instant delete.
We wrote preview text that complemented the subject line and gave a clear reason to open. According to HubSpot and Email Monday, 46 to 78 percent of emails are first opened on mobile. Mobile users scan fast, so every character counts.
Calls to Action
Early emails need clear, low-pressure CTAs. Use one CTA per email and focus on engagement first.
The highest-performing low-pressure CTAs include yes-or-no questions like “Does this resonate?” and deposits such as short videos, checklists, or articles that provide value upfront.
Deposits give before they ask. You earn trust before requesting time.
As sequences progress, CTAs should escalate. Early asks stay light. Later asks become more direct once relevance is established.
Early emails used CTAs like “Worth learning more?” As value accumulated across touchpoints, we moved to “Can we talk next week?” and eventually to a direct calendar link.
Each step earned the right to ask for more.
AI-Assisted Copywriting and Iteration
AI tools helped draft initial copy, but human oversight remained essential. We reviewed and refined messaging to ensure it stayed authentic, ethical, and aligned with the client’s voice.
AI is a tool to accelerate thinking, not a replacement for strategy or judgment.
LinkedIn and Phone Touchpoints
We added LinkedIn connection requests and follow-ups focused on relevance and context. Phone outreach complemented email and LinkedIn at strategic points. Using all three channels created more opportunities for engagement than any one channel alone.
Sequence Structure and Tagging
Each step of the sequence was clearly mapped in the outreach platform. Touchpoints were scheduled strategically, and lists were tagged so personas received role-specific messaging.
We accounted for business days and holidays. Manual steps were clearly marked to avoid automation errors.
Stage 5: Quality Control and Finalization
Strong strategy fails without execution discipline. Quality control prevents costly mistakes.
Data Hygiene and Enrichment
We checked for bounced emails, incomplete phone numbers, and outdated contact data. Lists were enriched where needed.
Bad data kills campaigns. A single bounce spike can damage sender reputation for months.
Platform Setup and Testing
Sequences were built with flexibility to adjust timing before launch. We confirmed holiday exclusions and ensured tracking was properly configured.
Launch Plan and Next Steps
Contacts were uploaded in batches, starting with the largest segment. Progress was monitored through regular check-ins to keep execution on track.
Key Lessons That Drive Results
- Iterative filtering matters. One database pass isn’t enough.
- Deep persona understanding drives relevance. Generic copy gets deleted.
- AI accelerates work but requires oversight.
- Multi-channel sequences outperform single-channel efforts.
- Process discipline prevents mistakes and protects results.
This process is repeatable across industries when filtering and research are tailored correctly. The difference between a strategy call that generates pipeline and one that generates notes is disciplined execution.
FAQs
What’s the best way to use AI tools for audience research without making assumptions?
Ask specific questions about day-to-day operations, market trends, and role-specific challenges. Use AI to accelerate research, then validate insights against job descriptions, LinkedIn posts, and industry publications.
How many touchpoints should a multi-channel sequence include?
According to RAIN Group, it takes a minimum of eight touchpoints to secure an initial meeting. Effective sequences usually include eight to ten touchpoints over two to three weeks.
Should I send the same message to different personas in my target account?
No. Different roles care about different outcomes. Segment lists by persona and tailor messaging accordingly.
What are the most critical data hygiene checks before launching a sequence?
Check for invalid emails, duplicates, missing phone numbers, and outdated titles. Test with a small batch before scaling.
How do you write preview text that actually gets emails opened?
Preview text works with the subject line to earn the open. Avoid generic phrases. Use preview text to clearly communicate why opening the email is worth the reader’s time.
What framework can I use to write sales emails that get opened and replied to?
Use the 1, 10, 100 Rule. One clear CTA per email. Optimize the first 10 words. Keep emails under 100 words.
How can I increase my email reply rates?
Use escalating CTAs. Start with low-pressure asks and become more direct only after delivering value.
What framework can I use to build a profit-generating outbound pipeline?
The 9-step Profit Generating Pipeline framework from my book covers earning the right, identifying ideal customers, crafting value propositions, building micro-campaigns, writing pipeline-generating copy, optimizing channels, building sequences, handling objections, and leading discovery. Learn more at www.salesledgtm.com/book.
Can you recommend a book that will help me learn more about outbound sales?
Yes. Profit Generating Pipeline by Leslie Venetz, available at www.salesledgtm.com/book.