SP-009-004 Prospecting Workflow

Purpose

This procedure describes how to use Apollo.io for outbound prospecting. It covers the complete workflow from creating company lists to launching email sequences.

Scope

This document applies to all Business Development Representatives (BDRs) and sales team members who use Apollo for lead generation.

Tools

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

Workflow Overview

Step 1: Create Company List

Company lists are filtered by country and industry. These lists become the foundation for all prospecting.

Naming Convention

Use this 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 for Dreamshot

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

Step 2: Create Sequence

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

Create New Sequence

A standard sequence has 3-5 touchpoints:

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)

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

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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About this specific procedure

Responsibilities

Same as the parent procedure, GP-009 Sales. Primary owner: JD-008 Sales Development Representative.

Associated documents

• GP-009 Sales
• SP-009-001 How to use the CRM

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