Prospecting

Goal: Build a qualified pipeline of leads ready for cold outreach.

Overview

Prospecting is the foundation of outbound sales. Before any cold call or email, you need:

1. A targeted company list in Apollo
2. A sequence ready to launch
3. The right people (leads) at those companies

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Step 1: Create Company List

Company lists are filtered by country and industry.

Naming Convention

Format: {COUNTRY} {INDUSTRY}

Country Code	Industry	List Name
ES	Cars	ES Cars
DE	Fashion	DE Fashion
EU	Car Renting	EU Car Renting

Filters to Apply

Filter	Description	Example Values
Location	Country or region	Spain, Germany, Europe
Industry	Vertical we target	Automotive, Fashion, Retail
Employee Count	Company size	51-200, 201-500
Revenue	Annual revenue	20M+ EUR
Keywords	Signals of fit	ecommerce, digital marketing, Meta Ads

How to Create in Apollo

1. Go to Search > Companies
2. Apply filters (location, industry, size)
3. Review results and refine filters
4. Click Save List
5. Name it following the convention above

Target Verticals

Vertical	Keywords to Use	Why They Fit
Fashion/Retail	fashion, apparel, ecommerce	High volume of product photos
Automotive (OEMs)	automotive, car manufacturer	Marketing assets for vehicles
Car Rental	car rental, fleet, mobility	Need varied imagery for fleet
Marketplaces	marketplace, ecommerce platform	Multiple sellers, content needs

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Step 2: Create Sequence

Before searching for leads, create a sequence for this campaign.

Standard Sequence Structure

Step	Type	Timing	Purpose
1	Email	Day 0	Introduction + value prop
2	Email	Day 3	Case study or social proof
3	Call	Day 5	Direct outreach
4	Email	Day 7	Follow-up with new angle
5	Email	Day 14	Break-up email

Sequence Naming

Format: {language} {COUNTRY} {Industry}

Example: es ES Fashion Brands

• language: lowercase language code (es, en, de)
• COUNTRY: uppercase country code (ES, DE, EU)
• Industry: vertical name (Fashion Brands, Car Renting, Cars)

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Step 3: Search Leads

Now search for people using the company list as a filter.

How to Search

1. Go to Search > People
2. Add filter: Company Lists > Select your list
3. Add filter: Persona > Select target persona (e.g., CMOs)
4. Review results

Persona Filters (Pre-configured in Apollo)

Persona	Job Titles Included
CMOs	CMO, Chief Marketing Officer, VP Marketing, Marketing Director
Ecommerce Leaders	Ecommerce Director, Head of Digital, Digital Director
Creative Leaders	Creative Director, Head of Content, Brand Manager

Ideal Lead Profile

• Seniority: Director, VP, C-Suite
• Department: Marketing, Creative, Ecommerce
• Has Email: Yes (verified)
• LinkedIn: Has profile

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Step 4: Add Leads to Sequence

Leads go directly to the sequence, not to a separate list.

How to Add

1. Select leads from search results (checkbox)
2. Click Add to Sequence
3. Select the sequence from Step 2
4. Confirm and launch

Daily Volume Recommendations

Experience Level	Leads per Day	Rationale
Week 1 (onboarding)	10-20	Learn the tool
Week 2-4	30-50	Build momentum
Ongoing	50-100	Optimize based on replies

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Deal Naming Convention

When a lead converts to a deal, use this naming format:

Format: {COUNTRY} {Company} {Brief description}

Country	Company	Brief description	Deal name
ES	Ecoalf	Proof of Concept	ES Ecoalf Proof of Concept
ES	D.Franklin	AI product images for ecommerce	ES D.Franklin AI product images
ES	KIA Spain	Pilot for marketing assets	ES KIA Spain Pilot
DE	Toyota DACH	AI vehicle configurator imagery	DE Toyota DACH AI configurator imagery

One Deal Per Revenue Event

Create separate deals for each potential revenue-generating event:

Company	Deal
Toyota	ES Toyota Spain catalog imagery
Toyota	ES Toyota Spain vehicle configurator
Toyota	DE Toyota DACH social media campaign

Marking Lost Deals

When resurrecting a lost opportunity, mark the old deal with "Lost":

Status	Deal name
Active	ES Sanitas Hospitales Proof of Concept
Lost	Lost ES Sanitas Hospitales Proof of Concept

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Tools

• Apollo.io - Prospecting database and sequence automation
• Aircall - Phone system for cold calling
• HubSpot - CRM for deal management

Signature meaning

The signatures for the approval process of this document can be found in the verified commits at the repository for the QMS. As a reference, the team members who are expected to participate in this document and their roles in the approval process, as defined in Annex I Responsibility Matrix of the GP-001, are:

• Author: Team members involved
• Reviewer: JD-003, JD-004
• Approver: JD-001