The Prospecting Loop10X leads generation in target accounts, then engage them all across multiple channels

The Prospecting Loop: An overview

The Prospecting Loop is a data flow identifies all the key stakeholders in a target, qualified accounts, then engages them - all automatically.

You can setup the Prospecting Loop with Hull seamlessly:

  1. Sync your sources of leads to Hull (e.g. Demo requests Trial signups Newsletter subscribers)
  2. Enrich and qualify each account
  3. Prospect for target stakeholders within each account
  4. Engage prospects across multiple channels

Why the Prospecting Loop Works

In B2B, most sources of leads such as newsletter subscriptions, trial signups, demo requests, and so on are limited to one contact (or a few) in the company. This limits the potential engagement with that company.

The Prospecting Loop can 10X the number of leads within a company to engage with. Combined with omnichannel marketing, orchestrated and throttle by the sales rep in their CRM, you can dramatically increase lead-to-MQL and SQL-to-close rates.

Using a variant of the Prospecting Loop, Hull customers are driving significant results.

  • $10,000/day in net new revenue (see case study)
  • 7.5X ROI (including all data, tooling & adspend)
  • 6X increase in lead-to-customer conversion rate

Who is this best for?

The Prospecting Loop works best for B2B companies who have an:

  • Established sales team
  • More than 50 sales qualified leads or target outbound accounts per month (likely to see significant lift from maximizing engagement)

Here's how you can set it up...

First, gather your sources of high intent leads

Capture every form submission, live chat conversation, and email submission on your website with Integrations, Hull.js form tracking, and importing your backend SQL database.

Hull creates unified Profiles for each unique person and account, including events for their form submissions, chat conversations, and other interactions.

Hull progressively profiles every lead with all their interactions tracked across all connected tools so you have a complete picture of everything they've done, ever.

Playbook Combo: Universal Lead Tracking

Check if leads are eligible for prospecting

You want to avoid prospecting and engaging existing customers, opportunities, partners & competitors. To check this, we need to match against existing records for these accounts - typically in your CRM or backend database.

Connect your backend SQL database and CRM such as Salesforce or HubSpot CRM to Hull, and fetch all your accounts together with their status (e.g. "Customer"). For instance, you may have Lifecycle stage Is Partner Is Competitor in your CRM to match your domains against.

Create and save a segment Eligible for prospecting

  • Domain name: Has any value
  • Lifecycle stage: Is not equal to "Customer" "Opportunity"
  • Is Partner: No
  • Is Competitor: No

Qualify and score accounts automatically

Segments like Eligible for prospecting Newsletter subscribers Demo requests may include many companies that are a bad fit for you. Instead of wasting prospecting credits, ad budget & sales time later, first filter out the ideal target accounts.

Use segmentation only

You can also specify your exact lead qualification criteria with limitless combinations of filters in Hull's segmentation tool.

Playbook Combo: Automated Lead Qualification

Use Lead Scoring

Lead scoring typically simplifies many complex lead qualification criteria into one simple number. You can compute a lead score using all your account data (including more data enrichment sources) in Hull:

  • Sync all your scoring data to a marketing automation tool for lead scoring
  • Compute scores from all your data with plain JavaScript in Processor
  • Sync all your scoring data to a predictive lead scoring tool such as Madkudu

Playbook Combo: Universal Lead Scoring

Using lead scores and segmentation filters, create and save a segment Qualified for prospecting:

  • Is in segment: "Elgible for prospecting"
  • Customer fit segment: High
  • Fetched at: Less than 30 days ago

Create automated prospecting rules for qualified accounts

With your target list of accounts pruned and qualified, you're ready to prospect for your target roles within them.

Clearbit Prospector returns contacts that match defined roles, seniority & exact titles up to a certain number of contacts. You can trigger Prospector in Hull with a one-off manual query or by prospecting any account in a segment.

Configure Prospector in the Clearbit integration settings on Hull. Use the segment Eligible for prospecting to trigger prospection, select the number of contacts, and define the roles you wish to target.

For example Sales Marketing Operations Engineering will return prospects up from any of those departments up to the limit of leads you set.

Hull will create a unique Profile for each prospect that Clearbit returns, including name, email, phone, job role & title, seniority, and a Prospected at timestamp in their timeline.

Enrich your leads & prospects to personalize engagement

The data you have on each lead and prospect may be sparse. Instead of "making do" and sending generic, send-to-all spam to everyone, use data enrichment to fill-in-the-blanks and complete their profile so you can personalize your messaging and communication.

With enrichment providers like Clearbit, you can add 85+ data points about the person and the company from just an email address.

Create and save a segment of all your sources of leads and prospects to sync to Clearbit Enrichment Leads to Enrich:

  • Enriched at: Is unknown
  • Prospected at: Has any value
  • Email: has any value
  • Lifecycle stage: equals "Lead" "Prospect"

Hull will capture the response from Clearbit Enrichment and write it to their Profile under the "Clearbit" heading on the left hand side.

Qualify and score leads for engagement

Your leads and prospects may not line up perfectly with your true target buyers and users, or even your most effective go-to-market strategy.

With many enriched leads and prospects across a target account, you need to be able to segment them by role and seniority to engage them effectively.

At Hull, we use "buyers" and "champions". The sale comes from a more senior buyer, but there may be many supporting users and roles involved in the purchasing decision. Sales wants to talk to buyers, but values the support from champions which marketing can nurture.

For instance, use Clearbit Role Clearbit Seniority to create a segment of more senior prospects (who likely hold the buying power in your target departments) and separate from more junior "user" roles.

Finally, engage leads & prospects across multiple channels

With your list of qualified, target accounts, and list of enriched, qualified & segmented leads and prospects, you're ready to engage.

To just sync to your CRM is a missed opportunity. Yes, sales needs the full picture of each account but with Hull's powerful two-way synchronization, you can orchestrate highly engaging lead nurturing and sales enablement too.

  • Outbound sales calls and email cadences
  • Orchestrate ads across each audience
  • Personalize websites & content
  • Trigger and personalize real-time live chat
  • Omnichannel marketing

Sales can control and orchestrate engagement and throttle messaging to specific people or the whole account. Using custom fields in their CRM (such as In Sales Conversation or Primary Point of Contact, Hull can fetch these updates and update all your sales and marketing engagement in real-time. No "communication clash".

Copy the playbooks from these data-driven teams

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