🧭 prospecting tactics

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Connect research to real problems

Anthony Natoli outlines a 4-step system for making prospecting easier, clearer, and more relevant to the buyer.

Start with a sharp observation

Good research isn’t just about job titles or signals. You need to spot something that connects directly to a likely problem.

➤ An observation explains why you’re reaching out to this person
➤ It should hint at an issue you’ve seen before with similar customers
➤ Signals only matter if they connect to something meaningful

Example: "Saw you're hiring SDRs rapidly. That often means ramp time is a concern."

Use the observation to surface a real problem

Observations without problems don’t create urgency.

✔ Tie what you noticed to a business issue you’ve seen before
✔ The structure: “I saw X, which usually means Y problem might exist”
✔ You’re not guessing. You’ve seen the pattern in your customer base

If you can’t name a specific, relevant problem, the message won’t land.

Anchor the problem with proof

Once you’ve named the problem, show how you’ve solved it before.

➤ Use a short customer story with impact and a number
➤ Avoid generic “helped companies like yours” fluff
➤ Get specific on the result and how it was achieved

Example: “We helped a Series B team increase disco-to-demo by 34% by fixing handoff gaps between SDRs and AEs.”

Close with curiosity, not pressure

Don’t push for time or a demo. Make it about understanding relevance.

✔ Use interest-based CTAs in writing
✔ Use open-ended questions on calls
✔ The goal is to learn whether the problem exists today

Example: “How are you planning to fix this?” or “Is this something you’re seeing too?”

Put it all together: a clean, simple message

Here’s a full example from Anthony:

Three reasons your outreach is being ignored

Emily Yepes lays out the 3 most common prospecting mistakes reps make, and how to fix them using better frequency, better combos, and better use of channels.

Mistake 1: Relying only on email

Most reps default to email because it feels safer.

✔ It’s easier to send and easier to ignore
✔ Rejection over email stings less than hearing “no” on a call
✔ But email alone won’t cut through the noise

If you want attention, use every available channel:

➤ Call them
➤ Send a LinkedIn message
➤ Record a short video
➤ Drop by in person if local
➤ Leave a voicemail and reference the other channels

The goal is to show, “I’m trying to reach you, not just blasting anyone.”

Mistake 2: Not using “combos”

Combos mean hitting multiple channels in the same day.

✔ Leave a voicemail
✔ Send a LinkedIn request
✔ Send an email

Example script:

This doesn’t come off as spam when it’s done right. It feels human, coordinated, and persistent.

Mistake 3: Not reaching out enough

Most reps quit too early. They send a few emails or voicemails over two or three weeks and assume the prospect isn’t interested.

➤ That’s not enough to stand out in a cluttered inbox
➤ Most prospects won’t remember who you are after one or two touches
➤ The brain needs repetition to register and recall a message

Instead:

✔ Use combos on Day 1
✔ Follow up every 2 to 3 days for 30 days
✔ Keep it short, casual, and clear
✔ Pause after 30 days and restart in 60 to 90 days

You’re not spamming. You’re building awareness over time.

Prospecting is a system, not a hope

Ask yourself:

➤ Am I using every available channel?
➤ Am I showing up more than once or twice?
➤ Am I making it obvious that I’m trying to talk to you?

If not, fix it. Your prospecting isn’t too much. It’s too weak.

Resource of the week:

A simple system to build pipeline from scratch

Aaron Reeves shares a 12-step plan any rep can use to book meetings with enterprise accounts in the first 30 days.

Start with insight, not outreach

✔ Get clear on your ICP. Titles are not enough
→ Know their KPIs, goals, and what happens if they don’t fix the problem

✔ Review every deal your team has closed
→ Look for patterns in who you sold to, what problems they had, and what they liked

Build around what works

➤ Use those insights to create a persona matrix
→ Match each persona with the pains that matter most

➤ Identify warm accounts
→ Focus on those who downloaded content, joined webinars, or follow your company

Break in with multi-threading

➤ Pick five personas in five departments at each account
→ One contact is not enough in enterprise deals

➤ Start below the line
→ Reps and managers will tell you what tools they use, what is broken, and what is changing

Make your outreach relevant

✔ Write short, specific cold emails based on what you learned
→ Talk about their world, not yours

✔ Call them
→ Most reps avoid it. That is why it still works

Add a human touch

➤ Send a LinkedIn connection
→ If they accept, follow with a short video that repeats your message

➤ Keep following up with useful resources
→ Share blogs, articles, or industry insights that help them do their job

Repeat this every week

✔ Target two to five new accounts each week
✔ Run the full process with each
✔ After three months, you will be ahead of ramp with pipeline that converts