Building your target list

(hint: the list is your strategy)

Your list is your strategy. At least, it should be.

Think of it this way – you can write the most amazing email or have the best call script ever written … but if you’re putting it in front of the wrong person, it will mean nothing.

The top three mistakes we see with list building:

• Outdated info. Job changes happen more frequently than ever right now, so if your data is not updated, you’ll get an email bounce (which harms deliverability) or you’ll look silly calling people who are no longer in role.

• Lack of specificity on titles. A CIO is going to have very different pains and goals than a marketing leader. Segmenting your lists based on titles for the challenges and pain points you use in messaging.

• Lack of relevance. There’s got to be some sort of reason someone makes it onto your list. If you just throw together a bunch of names, you’re not going to be reaching out with a relevant message for them.

Let’s take a deep dive into what goes into building your list, and how to avoid these mistakes.

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Define Your Persona and Ideal Customer Profile (ICP)

First things first, you need to know who you're targeting. Your persona and ICP are like your treasure map—they guide you to the gold. Take some time to understand your ideal customer: what keeps them up at night, what their goals and drivers are, and even specific technologies they use which compliment or play well with your offer. 

This groundwork ensures you're aiming your efforts in the right direction from the get-go. Last month, we talked about some ways to uncover the main pain points your targets are experiencing along with our persona pain chart. You can read more here: https://theruevyproject.substack.com/p/problems-before-product-but-how

Harness Triggers and Signals

Now that you know which titles or personas you’re looking for, lean into filters to make your list more specific and relevant.

You want to be thinking about what will make your message stand out and show that you’ve done your homework and have reached out to the prospect with a reason (not just to talk about yourself and what you’re selling).

The low hanging fruit: keep an eye out for triggers—those telltale signs that a prospect is ready to engage. 

Whether it's a website visit, social media interaction, or downloading a resource, these signals indicate prime opportunities to strike. If you have installed tech like CRM systems, databases such as LinkedIn Sales Navigator, Apollo, Seamless or Zoominfo, you can use these to track and capitalize on triggers efficiently. There are many other tools you can use also; these are just a few that come to mind. Software tools like these have deep filtering capabilities you can use to build the most relevant list possible.

You can look for signals, or things that you can assume based on the pain points your targets experience. Consider the problems or reasons your existing customers came to you for help. That issue or implication is usually a result of something happening in the business. 

For example, if I were selling an analytics tool I’d look for companies that were hiring analysts. This probably means they need more output from their data (that’s why they are hiring), but they would also benefit from some automation.

Here are some of the most popular sales triggers:

1. Funding rounds

2. New products

3. Hiring

4. Leadership changes

5. Merger or acquisition

Think about how these create a need for what you offer and use them to filter your list.

Executing Your Strategy

Now that you've curated your list, it's time to put your plan into action. Segment your list based on relevant criteria — industry, job title, engagement level, etc. This segmentation allows for targeted messaging for each group. You wouldn’t want to send the same message to someone who’s hiring vs someone who just got appointed a new role. It has to be relevant to THEM.

Craft personalized, value-driven messages that speak directly to your prospects' pain points and aspirations. 

And don't forget to track your results, adjusting your approach as needed for continuous improvement. A/B test EVERYTHING!

Quality Trumps Quantity Every Time

Forget the spray-and-pray approach. It's all about honing in on quality leads. Sure, a massive list might look impressive, but if none of those leads convert, what's the point? Narrow down your list to those who align closely with your ICP. Think of it as sharpening your arrow before you take aim—precision is key.

Your list is your lifeline in the world of sales prospecting. By defining your persona, focusing on quality leads, leveraging triggers and tech, and executing a strategic approach, you'll maximize your chances of success.

Happy prospecting! 🚀

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More from The Ruevy Project

We love nothing more than helping you and your teams secure meetings and new customers through the art of cold outbound prospecting.

Want more in-depth training? Our cold email course has the quick formula that will make writing emails so much easier. Grab your seat here.

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