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Outcome: This playbook outlines the exact steps to triple your pipeline using a data-driven approach. These strategies have successfully 3X’d pipeline at multiple B2B companies.
Tools Used: HubSpot, Clay, Apollo.io, Unbounce, ZeroBounce, Clearbit, LinkedIn Sales Navigator, Salesloft/Outreach, Excel, and ChatGPT.
Table of Contents
1. Setting the Foundation: ICP & Data Quality
2. Top-of-Funnel: Lead Generation & Targeting
3. Middle-of-Funnel: Nurturing & Qualification
4. Bottom-of-Funnel: Conversion & Handoff
5. Optimization & Reporting: Measure, Learn, Scale
6. Conclusion: Scaling Your Pipeline x3
Goal: Establish a clean, precise, and actionable database to drive consistent pipeline growth. This step prevents garbage-in, garbage-out scenarios that waste marketing and sales resources.
HACK - this is not what you "think" it should be. This is where the data actually says your ICP is and where you are winning. For example VP of Sales at venture backed SaaS companies who are 250 employees that also use Gong.
Industry: SaaS, Fintech, Manufacturing, etc.
Company Size: Revenue, employee count.
Funding Stage: Bootstrapped, Series A/B/C, IPO.
Tech Stack: CRM, marketing automation, analytics tools.
Decision-Maker Titles: VP of Sales, CMO, RevOps Director. Ensure you have economic buyer as well.
Pain Points: Slow pipeline velocity, small/lean team, low lead conversion, lack of automation.
Buying Triggers (Catalysts):
Geographic Expansion: Companies opening new offices or entering new markets.
Tech Adoption: Recently adopted tools like HubSpot, Salesforce, or ABM platforms.
Funding Announcements: Recently closed funding rounds indicating a budget for scaling.
Leadership Changes: New CMO, VP of Sales, or RevOps hires.
Website visits to pricing, product, or case study pages.
Downloads of whitepapers, ROI calculators, or solution guides.
High engagement in LinkedIn posts related to RevOps, CRM, or automation.
Firmographics: Industry, size, funding.
Demographics: Title, seniority, etc.
Behavioral Data: Website visits, content engagement, form fills.
Scoring Exercise
Now replicate information in Hubspot using 4 scoring properties.
Setup corresponding workflows in Hubspot to route accordingly.
Tools: HubSpot, ZeroBounce, Clay
1. Email Verification with ZeroBounce
- Clean your email list to ensure high deliverability and sender reputation.
- Flag catch-all and invalid emails for removal.
- KPI: Aim for a 95%+ deliverability rate.
2. CRM Cleanup in HubSpot:
- Run a workflow to identify duplicates by email, company domain, and phone number.
- Create custom properties for ICP fields like industry and buying triggers.
- Implement naming conventions for deals, contacts, and companies for consistency.
3. Build a Data Quality Dashboard:
- Track incomplete profiles, duplicates, and invalid emails.
- KPI: Maintain less than 5% data decay per month.
Tools: HubSpot, Clay, Excel
Build Segmented Lists:
- ICP Tier 1 (High Fit + High Intent): Strategic accounts with active buying signals.
- ICP Tier 2 (High Fit + Low Intent): Nurture with educational content.
- ICP Tier 3 (Low Fit): Use for broader marketing campaigns.
Smart Lists in HubSpot utilizing properties and workflows:
- Use dynamic lists with filters like last engagement, job title, and lifecycle stage.
- Key Insight: Companies using segmented lists see a 760% increase in revenue from email campaigns, according to HubSpot.
Tools: Hubspot
Based on your behavior score allocate certain score criteria.
For example 10 points for attending a webinar. 15 points for pricing page. 100 points for filling out a contact us form fill.
This will also showcase how "aware" they are of you to setup messaging. Like you know, top of funnel you talk about problems that resonate with your ICP. Mid funnel you talk about product and solutions more.
Tools: Unbounce, HubSpot, Webflow (other CMS)
Landing Page Structure:
- Headline: Call out a specific pain point (e.g., “Struggling to Turn Leads into Revenue?”).
- Lead Magnet: Offer a free audit, whitepaper, or toolkit.
- Social Proof: Display client logos and a short testimonial.
- CTA: Single, focused (e.g., “Get My Free Audit”).
- Test headlines, CTAs, and form length.
- Use HubSpot’s tracking code to measure conversions.
- KPI: Aim for a 20%+ conversion rate.
- Key Insight: Shorter forms (3-5 fields) outperform longer ones by 50% on landing pages.
Tools: HubSpot, Salesloft, Instantly.ai, Outreach
Sales outreach vs. marketing outreach
Marketing Takes:
- Paid media (LinkedIn, Google, Reddit, Meta)
- Marketing emails
- Lower tier
- Teams ups on strategic accounts of courese
Sales Takes:
- Personalized outreach
- Highly targetted emails
- Strategic propspecting
Email Outreach with Apollo.io:
- Build 5-14 step sequences focusing on pain points, not features.
- Personalize with industry-specific stats and a clear CTA.
LinkedIn Strategy:
- Connect with ICPs, engage with their content, then send a personalized InMail.
- Track in HubSpot for retargeting.
Tools: HubSpot
Use those segmented lists and start putting your brand in front of them where they are.
- LinkedIn
- Reddit
- YouTube
- Email
- Google
- Events
- Setup ad audiences in Hubspot with social manager and workflows to transition from cold/TOFU to MOFU and start talking more about brand and how you solve their problems.
Tools: HubSpot, Salesloft
Acceleration through the funnel with -
- Case studies
- ROI Calculators
- Product tours
- Video recordings of demos
- Setup ad audiences in Hubspot with social manager and workflows to transition from cold/TOFU to MOFU and start talking more about brand and how you solve their problems.
Tools: HubSpot, Salesloft
Convert to an opportunity is the goal.
2 different workflow
1. Contact Us
2. Behavior triggered out reach
For contact us - move to meeting booker online and schedule then. If territory and inbound flow is complex, use Chili Piper or Lead Angel for lead routing.
For behavior triggering, or "MQL".
- Create workflow with sales to route and sequence to convert to opportunity.
By implementing these steps, companies have tripled their pipeline consistently. The combination of clean data, targeted outreach, and continuous optimization is the key to predictable growth.
Ready to 3X your pipeline? Contact us today.
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