Find and qualify leads with precision so you can spend less time prospecting. Focus more time on closing actual conversations that matter.
Cold outreach lives or dies on list quality. Scrap together the wrong contacts and even perfect copy falls flat. Find the right people and an average email still sparks conversations. Your list is the single biggest lever you control.
Most guides hand-wave over the practical work, but this chapter stays in the weeds. You will see exactly how to cast a wide net, pull data from multiple sources, clean every line and narrow the focus until only high-fit prospects remain. Each step is built for action, not theory.
By the end you will know how to:
Copy the process today and you can start shipping targeted emails tomorrow.
A wide first send turns your campaign into live market research. Guessing which niche will buy traps you in assumptions and hides entire sectors that would have replied. Launch broadly, record who opens and answers, then let data point you toward the high-response pockets.
Open Apollo or Lemlist and head to the company section. Select every business-to-business vertical that might use your offer, usually 50 to 90 options ranging from accounting firms to waste-management contractors. If the tool allows, you can leave industry blank and rely on head-count alone; that choice often uncovers surprising blue-ocean groups.
Keep employee count between one and fifty on the first pass. Firms in this band reply far more often than large enterprises, so signals appear quickly. Add a second slice of fifty-one to two hundred employees only when your product obviously fits growing companies.
Funding data focuses the search on firms with fresh budgets and pressing problems. Use the funding filter to target companies raising now or that closed a round within the past twelve months. Skip the well-worn “just closed Series A” lists; thousands of reps already hound them and they delete most outreach on sight.
Pull email, name, job title, company, industry, head-count and funding stage. A file of ten thousand records is large enough to reveal patterns yet small enough to warm a new domain safely. Send the list over about three months roughly one hundred and sixty emails a day to protect deliverability.
When the run ends, download the results, sort by positive replies per industry and per company size, then focus future campaigns on the segments at the top.
Your first broad list shows which industries bite, but it still treats every company inside a segment as equal. The fastest way to surface warmer prospects is to layer intent signals, moments when a firm raises its hand and says, I need help now. Most databases collect these clues; you only have to turn the filters on and export the rows.
The steps here are for Apollo. Sign up via this link to get started.
Recruiters post openings the moment a pain grows bigger than the payroll cost. Open the Job Posts filter in Apollo or Lemlist and type titles that link directly to your offer. A PR agency might search “Publicist,” “Communications Manager,” or “Crisis Lead.” Anyone advertising those roles already feels the problem you solve, so replies come faster. Export the matches and tag them Hiring-now in your spreadsheet; give that segment first place in the send queue.
Next, open Funding & Financials and pull companies in an active Seed or Series A raise or those that closed within the past year. Fresh capital means the founders need quick traction and have room in the budget. Skip the well-worn “just raised Series B” lists; they drown in vendor pitches and your message will blend in.
Use Employee-count Trend to spot firms that added head-count quarter over quarter or that shrank sharply. Fast growers crave tools that scale; cutters look for cost savers. Mark each contact “Growing” or “Cutting costs,” then write an opener that acknowledges their situation.
In Apollo’s Intent panel search for keywords the platform tracks across content consumption and tech installs. A cybersecurity vendor could filter for spikes in “MFA” or “Password Manager.” The data lags a few weeks, so treat it as a warm pool rather than a hotline.
Filter for organisations Recently mentioned in the news. When a company lands press coverage it often wants to ride the momentum. Export the list, label it “In-the-media,” and reference the article in your first sentence to prove you did your homework.
Download each signal set as a separate CSV, add a column that notes the trigger (Hiring, Funding, Growing, etc.), append them into one sheet, and de-duplicate by email. Upload the cleaned file to Lemlist or Apollo and build sending segments around each trigger so every prospect receives a message that mirrors the context you discovered.
Signal-based lists cut through broad targeting and hand you prospects who have publicly admitted a need. Combine two or three triggers say, a 25-person bookkeeping firm hiring a “Senior Accountant” right after securing a small-business loan and reply rates rise without inflating send volume.
Before a single email leaves your server the raw list has to become a reliable one. That means adding context that sharpens your pitch, scrubbing bad rows that waste sends, and double-checking every address so your domain’s reputation stays intact. Work through three quick passes enrich, clean, and verify before you import the sheet into Lemlist or Apollo.
Pull in data points that let you personalise at scale. Tools like Clearbit, Hunter, or Apollo’s enrichment tab can append firmographics (industry tags, revenue bands, head-count) and technographics (CRM, help-desk, or CMS in use). Two columns to prioritise are primary pain trigger mapped from the signal that put the contact on your list and use-case guess, a one-line note such as “needs SOC-2 compliance” or “scaling agency passwords.” These fields power dynamic snippets in your opening line and stop your emails from feeling canned.
Next, open the sheet and look for traps that break mail-merge logic or wreck metrics.
Run the cleaned emails through NeverBounce, ZeroBounce, or Apollo’s Verify step. These services ping the mail server without sending a message, returning “valid,” “catch-all,” or “invalid.” Purge every invalid line; move catch-alls to a low-volume warm-up sequence; send full volume only to verified addresses. A bounce rate under 3 percent keeps your domain in the good books and lifts inbox placement for the rest of the campaign.
Complete these three passes and you end up with a list that is smaller but far more valuable: every row carries context for a sharp opener, no placeholder address will tank your bounce rate, and personalised tokens will render cleanly in each message.
Databases, enrichment tools, and verifiers get you 95% of the way, but that last five percent can still wreck a campaign. A merge tag without a first name, an address that points to info@ or support@, or a company that has clearly shifted away from your niche will either bounce, trigger spam filters, or earn an instant delete. A two-minute human scan strips those land mines out before they cost you sender reputation or waste sends.
Open your master sheet, set a timer for ten minutes, and scroll line by line. Delete or archive any row that shows:
Save the trimmed file as your send list and keep the discarded rows in a separate tab for future research. You will send fewer emails, but every message will land in a real inbox with accurate personalisation, exactly what you need before drafting copy and launching the first campaign.
A high-quality lead list is not a lucky scrape, it is a deliberate build. You began by casting a wide net across industries and company sizes to discover unexpected pockets of demand. You layered on live intent signals to surface firms that already feel the pain you solve. You enriched every row with direct contact data, cleaned bad fields, verified deliverability, and finally ran a fast human sweep to pull out anything the tools missed. The result is a lean, accurate file of prospects who are far likelier to open, read, and reply.
With the list ready, the hard part is done. In the next chapter we will turn those rows into personalised copy and multi-step sequences that earn real conversations instead of auto-deletes. Bring your clean sheet and let’s write emails that get answers.
Lemlist is a cold email platform with advanced personalisation, warm-up features, and deliverability tools for B2B outbound campaigns.
Apollo combines a B2B contact database with email sequencing and tracking in one platform for outbound sales teams.
Surfe syncs LinkedIn profiles directly into your CRM with one click, capturing contact details, notes, and activities without manual data entry.
Lusha provides instant B2B contact enrichment with email and mobile numbers via browser extension and bulk lookup for sales prospecting.
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Create an outreach strategy that defines who to target. Configure domains and infrastructure properly. Build targeted lead lists. Write emails that sound human. Design multi-touch sequences.
See playbookDocument your ideal customer's role, goals, and challenges to tailor messaging and prioritise features that solve real problems they actually pay for.
Estimate the maximum revenue opportunity if you captured 100% market share to size your opportunity and prioritise which markets to enter first.
