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    B2B sales playbook

    How to find B2B buyers and reach them by email and LinkedIn. Every outside claim names its source and date.

    Updated

    1. How to choose a target market and ICP

      Start narrow. Most of a market isn't buying at any moment, so aim at the accounts that fit and have a reason to act now.

      • Define the buyer, the problem and the trigger
      • Expect most of the market to be out of market
      • Lead with signals you can check
      • Plan for the whole buying group
      • Give each segment its own ICP
      • Say who to leave out
      • Change an ICP from results, not hunches

    2. How to plan a lead request

      A request is research, not a database export. Describe who you want and why, then judge the results before you scale.

      • Test a new ICP with a small request
      • Describe the product in the buyer's words
      • Use one or two buying signals
      • Work from current research
      • Give it time to finish
      • Review results before you scale

    3. How to work accounts

      Work accounts, not just contacts. Pipeline keeps the evidence, people and next step for each company in one place.

      • Read the evidence before you reach out
      • Contact one or two people per account at a time
      • Widen to the buying group once someone engages
      • Keep stages current
      • Write notes others can act on

    4. How to write cold outreach that gets replies

      Be specific, brief and useful. Earn interest before you ask for time.

      • Open with a specific reason
      • Keep it short and plain
      • Describe the offer plainly; don't pitch
      • Offer something useful
      • Ask about interest before asking for a call
      • Make one ask
      • Personalize with research
      • Be brief with executives
      • Use plain subject lines

    5. How to plan an outreach sequence

      Pick the goal first, then plan a short sequence across email and LinkedIn.

      • Choose the campaign by its goal
      • Plan three to six touches across channels
      • Give every follow-up a new reason
      • Use LinkedIn alongside email
      • Spend tests on audience and angle, not send time
      • Approve the first drafts yourself
      • Protect your sending domain

    6. How to answer replies

      A reply starts the sale. Answer interest the same day, keep each thread moving, and learn from every no.

      • Answer positive replies the same day
      • Answer info requests, then ask one question
      • Let Not now wait for its date
      • Follow a referral by name
      • Read the no's before you send more

    7. Account plays by company size and trigger

      A play is a plan for working an account from first touch to a decision. Pick one by the company's size and what just changed there.

      • Champion first at larger companies
      • Go straight to the founder at small companies
      • Reach out when something changes
      • Bring in more people after the first reply
      • Come back to lost deals and moved champions

    8. How to test outreach

      Treat ICPs and messages as tests. Read early replies for direction, and wait for enough results before you call a winner.

      • Change one thing at a time
      • Pick one success metric and watch for harm
      • Test big differences
      • Read early results by what replies say
      • Set the size and length before you start
      • Split by company, not by person
      • Expect most ideas to lose
      • Treat benchmarks as starting points

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