In today’s issue, I’ll share how I build and execute a prospecting sequence in 2025. Back in July, I met with Alan Ruchtein and we worked together on building what we consider the best prospecting sequence you can do in 2025.
Most salespeople have a hard time booking outbound meetings. Between spam folders filtering every unsolicited email, LinkedIn being completely flooded with AI content, and cold calls getting screened on Apple devices, it’s harder than ever to start conversations and book meetings.
That’s why we went back to basics and shared how we build a sequence from scratch.
Let’s dive in:
Before diving head first into sending prospecting messages, you need to work on understanding who your customers are, and what are some concrete problems they are trying to solve.
I recommend using an ICP Matrix to help you do that. An ICP matrix is a combination of:
For example, for my Sales Creator Content Party in Toronto, I’m going after companies that sell a sales tool (SaaS, funding over $4M, already work with influencers). I’m trying to speak to CMOs, Heads of Marketing, and Influencer/Brand Managers.
Next, I want to understand what problems they are trying to solve, and if I can, the symptoms of these problems. Let’s take my Influencer Manager. They typically have goals tied to growth. They have to find influencers, and make sure they invest their budgets with the right people, without burning hundreds of thousands for no results.
So you now have a clear idea of who’s the type of person you need to contact, and what problems they are potentially trying to solve. This allows you to build a lead list with the filters you have defined in your ICP Matrix.
There are a few ways to build a lead list. You can go on Sales Navigator and enter the criteria, or you can use the LGM Database. Another really good way to build a lead list, automatically, is to use the Lookalike Search feature. It suggests you companies with similar criteria as the ones you entered in the search.
We now have a list. It’s time to build a sequence skeleton (don’t worry about the messages, we’ll cover that in step 4). A sequence is typically composed of the following elements:
Take some time to brainstorm your sequence structure, think about the ways prospects would like to be contacted, and diversify the channels.
Here’s how a sequence structure looks like in La Growth Machine:
Now comes the part most salespeople struggle with. Writing the messages for each touchpoint of the sequence. I recommend taking a flexible approach here. Start by building your messages with templates and adapt the content every time you do a follow-up. You can use automations to do that, but I recommend against it if you don’t have a sequence that produces amazing results consistently (otherwise you’ll scale bad sequences and burn your TAM).
Sometimes, you run out of messages templates, and you find yourself with the writer’s block: you don’t know what to write about. That’s where using the Magic Message feature of La Growth Machine makes a ton of sense. You train your AI with:
This helps you come up with new messages and you avoid wasting time.
Finally, a good prospecting sequence is nothing without a solid routine. For example, I prospect every single weekday, first thing in the morning. I do it thanks to time blocks:
You also need to find how many prospects to contact every day in order to reach your targets. Use my Sales Process Calculator to help you do that.
Another good way to find new leads every day is to use the lookalike feature of La Growth Machine (in push mode). It sends you prospects suggestions regularly, based on the criteria of prospects who replied positively. For example, if a CMO of a SaaS sales engagement company based in London replies, you’ll get other CMOs of SaaS sales engagement companies in London as suggestions.
And this is how I recommend building your ultimate 2025 prospecting sequence. Master the basics, but use tools and AI to help you identify prospects, and get ideas when you’re stuck and prospect a bit every day.
Hope this helps.
Cheers,
Thibaut
And whenever you are ready, there 3 ways I can help you:
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