1. The document outlines different types of sales leads and strategies for connecting with prospective customers based on their relationship and familiarity with a company. 2. It categorizes leads as inbound, outbound, or bridgebound based on factors like whether the prospect knows the company, their history of interactions, and symptoms or problems that indicate they may be actively looking for a solution. 3. For each category of lead, it provides examples of premises or triggers that could justify outbound outreach, with the goal of either getting them to take a meeting or ultimately purchase.

1. INBOUND BRIDGEBOUND
POSTBOUND COLD OUTBOUND
Prospect Doesn’t Know Your Company
Hand-Raisers
1 : MANY MESSAGING ONLY
Bridging into Prospects via Segmented Outbound Based on a 1 : Many Premise that Raises the Likelihood they Will Take a Meeting or Likelihood They Will Ultimately Buy
Prospect Sometimes Knows Your Company
POSTBOUND
PREMISES
1. Content Downloads
2. Webinar Registrants
3. Buyer Intent (G2 or TrustRadius)
4. Free Trials (Freemium Model)
5. Event Attendees
6. Followers on Social (LinkedIn, Facebook,
Instagram)
7. Interacts with Company on Social (Shares +
Comments + Likes)
8. Blog Subscriber
9. Newsletter
10. Dark Funnel (6Sense or Bombora)
11. High Value MQL
12. Website Views
INBOUND
PREMISES
1. Demo Request
2. Prospects Who Came in Through
“Chat Box”
Prospect Knows Your Company
1 : 1 MESSAGING ONLY
1 : MANY + 1 : 1 MESSAGING 1 : MANY + 1 : 1 MESSAGING
Marketing Leads that are Non “Hand-Raisers”
Prospect Knows Your Company
1. Common VC with Your Company
2. Common VC with Your Customers
3. Referral to the Network of Your
Happy Customers
4. Inbound Referrals from VC Partners
5. Outbound to the Network of
VC Partners
6. Inbound Referrals from C-Suite
7. Outbound to the Network of C-Suite
8. Inbound Referrals from Advisors
9. Outbound to the Network of Advisors
10. Inbound Referrals from Board
11. Outbound to the Network of Board
12. Inbound Referrals from
Customer Advisors
13. Outbound to the Network
of Customer Advisors
14. Inbound Referrals from Influencer
15. Outbound to the Network
of Influencers
16. Inbound Referral from Non-Sales
Employees
17. Non-Sales Hires that Used to Work
at a Prospective Company
18. Your Network
a. Friends that are Past
Employees of a Prospective
Company
b. Friends that Work at
Prospective Company
(Groundswell)
c. Friends that Work at
Prospective Company
(Decision Maker)
d. Friends that are Mutually
Connected with Decision
Maker at Prospective
Company
e. Interaction with YOU on
LinkedIn in Comments
19. Prospects You Met at a
Networking Event
20. Interacted with Non-Sales Employee
on Social
21. Competitors with your Current
Clients
I. BRIDGEBOUND
BASED ON RELATIONSHIP
1. Requested a Demo, but Didn’t
Schedule One
2. Closed Lost (Via Prospect Response)
a. Went with a Competitor and
Up on Renewal
b. Didn’t Hit ICC (Size)
c. Didn’t Hit ICC (Qualification
Criteria)
d. You Messed Up (No Budget,
Bad Timing)
3. Demoed in the Past (Ghosted or
Went Dark)
4. Executive Churn (Prospects
Changing Roles)
a. Used Your Product and Went
to a Prospective Company
b. Used Your Product and
Changed Roles Internally
c. Never Used You Beforehand
and Took Role at Prospective
Company
5. Opened Your Prospecting Emails
6. Aggressively Opened Your
Prospecting Emails
7. Vendors WhoJust Sold You THEIR
Product (Tit for Tat)
II. BRIDGEBOUND
BASED ON HISTORY
1. Left Negative Reviews of Your
Competitors
2. Churned Customers of Your
Competitors
3. Act of God
4. Presence of a Negative Output:
Business Impact
5. Absence of a Positive Output:
Business Impact
6. Presence of a Negative Midput:
Lagging Indicator
7. Absence of a Positive Midput:
Lagging Indicator
8. Presence of a Negative
Input: Variable
9. Absence of a Positive Input: Variable
III. BRIDGEBOUND
BASED ON SYMPTOMS, PAINS,
& PROBLEMS
1. Channel Play - Bought Adjacent
Vendor
2. Uncovered They’re Evaluating
a Competitor
3. Firmographic Trigger: Hypergrowth
4. Firmographic Trigger for
in Market: IPO
5. Firmographic Trigger for
in Market: Company Funding
IV. BRIDGEBOUND
BASED ON EDUCATED GUESS
THEY’RE “IN MARKET”
COLD OUTBOUND
PREMISES
1. Cold Outbound
RAISED LIKELIHOOD THEY WILL TAKE A MEETING RAISED LIKELIHOOD THEY WILL ULTIMATELY BUY
INBOUND OUTBOUND
THE COMPREHENSIVE
ENCYCLOPEDIA OF SALES PLAYS
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Coming in Cold