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My new course, The Prospecting Engine. It’s going live on the 31st of January 2024, but you can already join the waitlist and learn more about it here.

3 steps to building a lead list for 2024

In today’s newsletter, I’ll share 3 steps you can follow if you’re trying to build a solid lead list for 2024. If you follow these steps, you’ll find the right type of prospects, enrich their profile with all the data you need to contact them, and set yourself for success in 2024.

First, let me introduce you to a tool called the ICP matrix (you can find it the New Outreach System):

Image #1

It’s composed of 3 columns where I define my ICCs (Ideal Customer Companies). Then we have rows where I define my ICTs (Ideal Customer Titles).

Let’s zoom in on the ICC.

Step 1: Define your Ideal Customer Company

In the example above, I picked 3 different ICCs so I could test multiple types of companies and create sequences based on these specific companies.

To define an ICC, you need to create a list of objective firmographic criteria. Typical criteria include revenues, funding type, headcount, industry, location, etc.

Subjective criteria should be avoided. For example, a “mission-driven company” isn’t an objective criteria. It would be hard to build a list based on this criteria, as the interpretation of mission-driven can be different from people to people.

Here’s an example using amplemarket’s Searcher:

Image #2

Step 2: Define your Ideal Customer Title

Now that I have a few ICCs, I can focus on the ICTs. I use the ProActive Selling methodology to differentiate between 3 types of buyers.

The first type is Above The Line (ATL) buyers. ATLs are your typical fiscal buyers. They are often VP or C-Level, and they focus on:

  • risk
  • ROI
  • costs

The second type is Below The Line (BTL) buyers. BTLs are your user/technical buyers. Often Head of, Directors, Managers. They focus on:

  • how your solution works
  • how can it help getting them a promotion
  • how it saves them/their team’s time

The third type is optional. I call them influencers. These people are not actively involved in making a buying decision, but they can positively or negatively influence your deals.

For example, when you sell a solution that has to be integrated into a mobile app (called an SDK), you have to have a developer integrating it. In some cases, developers will refuse to integrate an SDK, even if the ATL and BTL have decided they would do it.

Here’s an example search from amplemarket’s Searcher:

Image #3

Step 3: Build a list for each segment

Now that you have a clear ICP matrix, you can create a lead list for each segment (one per box of the matrix). For example, if I apply the criteria of the top left box of the matrix, these are the filters I use:

Image #4

And this is an extract of what I found with amplemarket:

Image #5

As you can see, I found 118 prospects, and 102 companies. I can then add export the list, enrich all their profile data, and reach out to them on LinkedIn, email, and phone. If you don’t have access to amplemarket, don’t worry, you have two options:

  • Use whatever lead source you have (most common are Sales Navigator or Crunchbase).
  • Go check my detailed post, comment “ICP”, and follow amplemarket on LinkedIn and I’ll pick one winner and announce it on the 9th of January. This person will win one year of access to the Searcher feature of amplemarket for free.

And these are 3 steps you can follow to build a lead list for 2024. Make sure to go watch my detailed video and comment “ICP” to enter the giveaway and get the chance to access the Searcher feature for free. (You can also book a demo if you can’t wait for the 9th of January).

Hope this helps.



P.S. When you’re ready, here are 5 ways I can help you:

→ Learn how to use AI to book meetings here (190+ students)
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