A B2B sales prospecting framework that lands high-value meetings

One of the most common challenges we hear from Belkins’ prospects during demo calls is investing lots of resources in generating a steady stream of leads and later seeing leads drop off before the demo. And honestly, what’s the point of booking 50 meetings if a significant portion of them are unqualified?

After 7 years of setting up outbound lead generation for B2B companies across more than 50 industries, the Belkins team has crafted a proven B2B sales prospecting framework. This system guarantees a demo-to-close rate of 15% or more and accelerates the decision-making process by 60%.

It does require commitment and resource investment at every stage of the lead generation process, but the good news is that the system is predictable and scalable, ensuring high-value meetings with stakeholders with decision-making authority.

Below, you’ll find the exact sales prospecting framework to implement for your business.

Performing a competency mapping

Each stage of competency mapping is crucial for laying the groundwork for allocating the right resources toward engaging all key buying committee members. This ensures that steps, channels, and teams are strategically aligned for a successful sales prospecting campaign.  Additionally, this process allows us to project the number of meetings accurately and set realistic KPIs, enabling our clients to calculate the ROI of their campaign with precision.

Step 1: Gathering basic ideal customer profile (ICP) info 

Before diving deep into research, we gather some fundamental information about the ICP. We start by having our clients complete an ICP form, which is a concise one-pager that captures the essentials:

This form acts as a starting point, not as a definitive analysis, helping us gauge market potential and decide whether further steps make sense.

How you can adapt this: Complete the answers to better understand the key market criteria that will inform your deeper research. Think of it as a starting point for confirming that your market exploration is heading in the right direction before committing to a comprehensive analysis.

📚 Related reading: How we use clients’ ideal customer profiles (ICPs) in lead generation campaigns

Step 2: Industry decomposition

Building on insights from the ICP, our research team conducts an industry decomposition.

1. We identify and list key target industries and solutions based on the client’s lead gen history, ICP form submission, and future goals. 
2. We evaluate each one based on the following factors: ease of sales, interest level, and potential market growth. 

Step 3: Gathering insights for each industry 

While we keep our complete template proprietary, we’ll share a peek into our process so you can replicate it. The key here is to compile relevant customer pain points and needs within each industry and then analyze how your product can address them.

The process consists of the following:

1. We list specific customer pain points for each industry and set of customer needs. We research these pain points through various articles, blogs, and AI prompts to ensure they are the most relevant and represent the complete list of actual pains your target audience might experience that your product can solve. We also complement the research with previous customer feedback.

2. For each pain point, we analyze how the product/service solves a specific issue. This ensures that not only are the industry-wide problems identified and understood, but a direct link is established to demonstrate the efficacy of the product or service in addressing those issues.

Step 4: Gathering buyer persona insights 

This is considered the most important part of the map. It takes the broad pain points identified in the first section and structures them specifically for individual job titles within the buyer’s committee.

The process looks like this: 

1. We structure the broad pain points we’ve collected for specific job titles within the buying committee. 
2. We identify the goals and objectives of every title and connect them to their respective pain points.

This creates highly targeted profiles that allow for precise sales prospecting, providing clear insights into each persona’s specific challenges and objectives. It also serves as the foundation for crafting outreach messages and templates.

Step 5: Total addressable market (TAM) projections

Once the ICP and industry insights are gathered, our research team conducts a detailed TAM analysis. This helps us estimate the total market size, predict outreach outcomes, and assist in the overall decision-making process. TAM projections also factor in suppression lists (companies excluded from outreach for various reasons).

Building and qualifying a curated list of high-fit prospects

Our research team employs a human-centered, manual research process, augmented with AI tools, including our proprietary tool, Belkins Home, to curate a highly accurate list of prospects with confirmed interest. This approach guarantees that only qualified prospects who align with the ICP are introduced into the sales funnel.

Here’s a step-by-step breakdown of how we build and qualify a curated list of high-fit prospects: 

Step 1: Human-centered manual research

We begin by manually constructing each contact list from the ground up. Our lead researchers use LinkedIn Sales Navigator to meticulously search for prospects, ensuring each contact is selected based on specific criteria. This process results in a highly targeted and relevant list tailored to meet the client’s sales goals.

At this stage, we also factor in our client-specific data, such as do-not-call lists or existing CRM contacts, to ensure we don’t inadvertently reach out to current customers.

Step 2: Augmenting manual research with AI

Next, we enhance our manual research with AI by utilizing Belkins Home, which scrapes and aggregates open-source data. It pulls information from 15 platforms, including ZoomInfo, LinkedIn Sales Navigator, Apollo, Crunchbase, Hunter, and GetEmail. This tool consolidates the research process into one platform, allowing our team to identify and handpick the most relevant companies efficiently.

Step 3: Manual verification for accuracy

Lead research specialists manually check each contact, cross-referencing against multiple platforms including LinkedIn, Apollo, QuickEmailVerification, and the company website to ensure they are at the right company, hold the correct position, and have valid contact information. This provides data that is 99% accurate.

Usually, we aim to build lists that include three to five decision-makers within a target small/medium company and five to ten decision-makers per enterprise company.

📚 Related reading: B2B lead lists: Should you buy them, and how to build your own

Channel mapping and a multichannel outreach sequence development

We follow a tailored, multichannel outreach approach to maximize engagement and conversions. This strategy, grounded in data and continuous refinement, increases conversion rates by 15–30% by engaging prospects through multiple touchpoints. Also, our internal data show that cadences mixing at least 3 channels outperform email-only sequences by over 200%.

Here’s a detailed breakdown of our process and actionable steps you can implement to optimize your outreach efforts.

Step 1: Primary channel analysis

Our SDRs begin by conducting an in-depth analysis of the client’s previous outreach channels, evaluating their effectiveness. This analysis helps us identify which channels have performed well, which have underperformed, and which we plan to test moving forward.

At this step, we consider several factors:

• Previous deep competency mapping, as shown above
• The results of the client’s past outreach efforts (analyzing which channels have generated the highest engagement and conversion rates and which didn’t perform at all)
• Set outreach goals and KPIs

The final result shows which channels failed, which we are about to launch, and which we want to explore. 

Step 2: Developing a cross-channel outreach sequence

Once we clearly understand which channels to prioritize, we develop a customized cross-channel outreach sequence. Our strategy focuses mainly on a combination of email, LinkedIn, and calling, each serving a specific purpose in the customer journey:

• Email is used for direct outreach and detailed communication.
• LinkedIn focuses on brand awareness, networking, and initiating connections.
• Cold calling targets clients who haven’t engaged through other channels, while intent-based or warm calling is aimed at prospects who have interacted with previous communications (e.g., opening emails or accepting LinkedIn invitations).

Here’s a sample of one simple cadence for engaging startups for one of our clients: 

1. Initial cold email outreach: Sending a targeted email to potential clients, describing your services, sharing a brief success story of a similar project, mentioning a referral, or inviting to network. 
2. LinkedIn follow-up: It includes engaging with the prospect’s LinkedIn posts by liking, commenting thoughtfully, sharing relevant content, and sending a connection request with a personalized message referencing the email.
3. Email follow-up: Usually, it’s a combination of several types of emails sent within 4–5 days.

4. Phone call follow-up: Following up with a phone call to the prospects who showed interest via email or LinkedIn, discussing their current challenges and how your services can provide a tailored solution.

5. Final reengagement email (if all previous touchpoints were ignored)

Step 3: Refining and adapting the strategy

Belkins’ campaigns are never set in stone. During the first 3 months of cooperation, extensive A/B testing is conducted on messaging and channels to find the optimal channel combination and sequence.

We continuously refine the strategy based on performance data, client feedback, and market trends. Client collaboration is also essential to our process. We keep clients informed at every step by providing complete visibility into the prospect list and campaign performance. Weekly reports highlight metrics like location, industry, and title breakdowns, while regular calls allow for feedback and adjustments.

Crafting resonating messaging 

Tailored messaging is essential, but it’s the ability to directly address a prospect’s unique challenges and needs that truly grabs their attention. We go beyond generic outreach by thoroughly researching each prospect’s pain points, goals, and responsibilities. Our cross-channel approach ensures that every message is not only personalized but also highly relevant, as we secure confirmed interest before presenting any offers.

Step 1: Deep analysis based on competence mapping

Before crafting any message, our copywriting team collaborates closely with the research team to gather detailed insights on each prospect’s role, industry, responsibilities, and pain points. This information, collected at the start of the sales prospecting process, helps us understand their unique context and ensures our messaging remains relevant. The data we use combines both the customer’s input and our in-depth research.

Here’s an example of a Problem > Solution map our account managers and researchers prepare for copywriters:

Additionally, our copywriters gain a clear understanding of the context: the stage of the funnel each prospect is in and the cross-channel outreach sequence. This insight is crucial, as it shapes the value proposition we incorporate into each message.

Step 2: Creating the messages (a common framework)

We use different messaging approaches for different channels.

For cold emails, our three most common approaches are: a referral-based approach (mentioning the name of the prospect’s college or business partner to build credibility), a partnership approach (inviting the prospect to consider a partnership rather than direct selling), and a face-to-face meeting (inviting a prospect to a face-to-face meeting).

The framework for the messages is usually the following: 

Personalized relevant hook -> Tailored value prop -> Credibility boost -> CTA

For LinkedIn outreach, we follow these messaging tips: 

• Personalizing the message to highlight how we can help the person rather than the company. Instead of: “Let’s discuss how {{Company}} can reduce its workload with AI.”
  Say: “Let’s discuss how you can use AI to reduce your manual tasks by 1 hour daily.”
• Using personalization and conversation starters by mentioning their role or recent achievements to make it more relatable. Example: “Hey, Billy Bob, great to see growth in your AE team with new hires like Phil. With AEs being full-cycle, they might struggle with pipeline gen. Would you like me to share my doc on the best outbound practices?”
• As you build rapport, open the conversation casually and let it flow toward a more direct call to action. For example, if the VP is well-established, you can pitch more confidently early on. If not, focus more on networking and discussing industry trends.

We always customize the tone and content of the message based on the prospect’s role, seniority, and industry context.

📚 Related reading: How to write B2B emails that win big deals

Step 3: Using advanced tools to ensure smooth deliverability

To enhance personalization, we combine the power of AI tools and deliverability technology. This allows us to aggregate relevant data, optimize outreach, and ensure high inbox placement rates, maximizing the chances of your messages being seen and responded to.

We use advanced tools like Folderly to ensure our emails have a 99% inbox hit rate and avoid being flagged as spam.

Step 4: A/B testing and refining 

Personalized messaging is a continuous process of refinement. At Belkins, we rely heavily on A/B testing to optimize messaging across all channels. We constantly test different approaches, subject lines, and messaging formats to identify the most effective strategies.

How we do it:

• A/B testing: We test variations of subject lines, email copy, LinkedIn messages, and CTAs to see which combinations resonate best with our prospects.
• Continuous monitoring: We track responses, open rates, and click-through rates, making adjustments based on real-time data.
  
  

Step 5: Handling prospects with negative replies

We sort all negative replies into three categories:  “not interested,” “not now,” and ignored messages. For each category, different actions are recommended. 

• “Not interested”: This category applies when a prospect explicitly states they are not interested in the service or offering.
  What we do: We maintain a “do not disturb list” for contacts who express explicit disinterest, ensuring they are not contacted again. If a contact is deemed not a good fit for a categorical reason (e.g., they only work with a specific region our client is not targeting), the team learns from this to prevent the inclusion of similar companies in future lists.
• “Not now”: This category refers to interested prospects but indicates that the timing is not currently right due to ongoing projects or budget approvals, perhaps suggesting a follow-up in a few months.
  What we do: Belkins places these prospects in a “few months bucket” or sets a task to re-engage with them later. This approach acknowledges that while the immediate timing isn’t right, there’s potential for future engagement.
• No response: If there is still no engagement or explicit “no” after multiple touchpoints, the contact might be added to a “do not disturb” list. However, we aim to ensure that no lead is ever wasted, and we can potentially reengage with them in a different campaign later. Also, we write at least 3–4 follow-ups before crossing out the prospect. Here’s an example of a final follow-up message that motivates the prospect to answer with just one number:

Handling replies and securing high-value meetings

Once a prospect explicitly says “Yes, I’m interested” or “I want to have a call,” we consider it an appointment. This is the trigger for the next step — the booking process.

Step 1:  Booking a meeting with a prospect

There are several crucial points to take into account to book a meeting smoothly:

• Prospect’s time zone: We always double-check the prospect’s time zone using our internal tool. And if we are still not sure, we ask the prospect directly: “Just to confirm, what time zone are you in?”
• Calendar invitation (ideally while on the call): Our SDRs send the calendar invite immediately during the call, once the prospect agrees to a time. This ensures the meeting is booked in real time. They also confirm the receipt of the calendar invite while still on the call: “Just sent over the calendar invite — can you let me know if that’s come through on your side?” Moreover, SDRs double-check if the invite includes a pre-set virtual meeting link (Zoom, Google Meet, etc.) to ensure a smooth experience for the prospect.

Here’s the simple message our SDRs send prospects to book meetings flawlessly:

Step 2: Sending a follow-up email right after booking and scheduling a reminder

Our SDRs immediately follow up with a confirmation email after sending the calendar invite. This reinforces the meeting details and keeps the momentum going. The email also introduces the account executive, who will be cc’d on the thread and referenced in the message.

After that, we schedule a reminder message to be sent on the morning of the meeting. This reduces no-shows and ensures the meeting is fresh in the prospect’s mind.

Also, when it makes sense, our SDRs give prospects a quick call a few hours before the meeting to confirm their availability and increase attendance rate.

Step 3: No-show recovery

If a meeting is booked and the prospect does not show up, we start the rescheduling process by sending the prospect a quick message or (whenever possible) making a quick call.