3: Step-by-step guide to prospecting: research and prioritisation

The secret to smarter sales prospecting

When it comes to sales prospecting, the adage “work smarter, not harder” couldn’t be more relevant. Success in sales isn’t about casting a wide net—it’s about finding the right prospects and dedicating your efforts where they matter most.

In this guide, we’ll explore how to optimise your prospecting process through thorough research and effective prioritisation. With tools like HubSpot CRM, you can streamline your efforts, ensuring you spend time on prospects with the highest potential to convert.

Why research is the foundation of prospecting

Imagine starting a journey without a map—it’s inefficient and frustrating. That’s exactly what prospecting without research looks like. Research allows you to qualify prospects, uncover opportunities, and personalise your outreach for maximum impact.

Step 1: Research your prospects

Thorough research helps answer critical questions about your prospects, such as:

• Are they an organisational fit?

• Who are the key stakeholders?

• What challenges or pain points are they facing?

• How familiar are they with your product or service?

Here’s a closer look at these dimensions:

1. Organisational fit

Your prospects should align with your target customer profile. This includes factors like:

• Industry: Do they operate in an industry where your solution is relevant?

• Company Size: Does their size match your ideal customer range?

• Location: Are they within your serviceable territory?

Example: If you sell enterprise software, a small startup with limited resources might not be an ideal fit. Use HubSpot CRM to filter and segment prospects based on these criteria.

2. Identifying stakeholders

Every sale involves multiple players:

• Influencers: Individuals who advocate for your solution internally.

• Decision-Makers: Those with the authority to approve the purchase.

Knowing who’s who is critical. Use LinkedIn to map out organisational hierarchies and HubSpot to store stakeholder information for easy reference.

Pro Tip: During outreach, ask qualifying questions like, “Who else is involved in this decision?” or “Does this purchase come from your department’s budget?”

3. Understanding pain points

Every prospect has challenges your product or service can solve. Identify these pain points through:

• Social Media: Check for posts discussing industry struggles.

• Content Consumption: Use HubSpot to track which blog posts, eBooks, or webinars they’ve engaged with.

• Competitor Insights: Research their current solutions and identify gaps.

Example: If a prospect has downloaded a guide on “Improving Sales Productivity,” their pain point likely involves inefficiencies in their sales process.

4. Familiarity with your offering

Warm leads—those who’ve interacted with your brand—are more likely to convert than cold prospects. Use HubSpot CRM to track engagement, such as:

• Website visits

• Email opens and clicks

• Content downloads

Key insight: Prospects familiar with your brand are further along the buyer’s journey, making them prime candidates for immediate follow-up.

Step 2: prioritise your prospects

Not all prospects deserve equal attention. Once you’ve conducted research, the next step is to prioritise based on their likelihood to buy and potential value.

1. Rank prospects by value

Evaluate each prospect based on factors like:

• Deal Size: How much revenue could this prospect generate?

• Lifetime Value: Are they likely to become a repeat customer?

• Urgency: Do they have a pressing need for your solution?

Assign scores to each dimension (e.g., 1-100) and calculate an overall ranking for each prospect.

Example: A medium-sized business with immediate needs might rank higher than a large enterprise with a long decision-making process.

2. Segment prospects into tiers

Group prospects into tiers based on their scores:

• Tier 1: High-value prospects with immediate needs.

• Tier 2: Mid-value prospects requiring more nurturing.

• Tier 3: Low-priority prospects for long-term engagement.

Focus your efforts on Tier 1 prospects while automating follow-ups for Tier 2 and Tier 3 using tools like HubSpot’s workflows.

3. Use lead scoring in HubSpot

HubSpot CRM offers built-in lead scoring, which assigns points to prospects based on their actions (e.g., opening an email, visiting your pricing page). This feature simplifies prioritisation, helping you focus on warm leads.

Pro Tip: Customise your lead scoring model to align with your sales goals. For example, give higher scores to prospects who:

• Request a demo.

• Spend time on your product pages.

• Engage with your emails multiple times.

How to put research and prioritisation into action

Here’s a practical example of how research and prioritisation play out:

1. Start with a CRM Search: Use HubSpot to filter contacts based on industry, company size, and location.

2. Research Stakeholders: Use LinkedIn to identify decision-makers and influencers.

3. Analyse Engagement: Check HubSpot for activity like email opens, page views, and content downloads.

4. Assign Scores: Rank prospects using a simple scoring system.

5. Segment and Act: Focus on Tier 1 prospects first, using email templates and sequences for personalised outreach.

Tools to streamline the process

HubSpot CRM - track and manage prospect interactions, assign lead scores, and organise your pipeline with ease.

LinkedIn Sales Navigator - identify key stakeholders and gather insights on prospects’ roles and responsibilities.

Google Alerts - stay updated on prospects’ companies, industries, or competitors with customised alerts.

Datanyze - Discover when prospects switch from competitors to find new opportunities.

The benefits of a data-driven approach

By combining research and prioritisation, you’ll:

1. Save time by focusing on high-value prospects.

2. Improve conversion rates with tailored outreach.

3. Build stronger relationships by addressing specific needs.

With tools like HubSpot, the process becomes even more efficient, allowing you to focus on selling instead of administrative tasks.

Ready to optimise your prospecting strategy?

Book a call today and learn how HubSpot CRM and tailored sales strategies can transform your results.