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:
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.
The Prospecting Loop works best for B2B companies who have an:
Here's how you can set it up...
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.
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
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
Eligible for prospecting
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.
You can also specify your exact lead qualification criteria with limitless combinations of filters in Hull's segmentation tool.
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:
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
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.
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.
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.
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 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.
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.
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".