Step-By-Step Guide To B2B Sales Automation


The purpose of this content is to provide readers with easily actionable step-by-step advice that anyone can follow that will allow them to automate their outbound sales prospecting and start having more meaningful sales conversations and closing more deals.

Before we dive in we’ll cover the usage of the following technologies and the role that they play in this process.

Triggr – Is a SaaS platform that allows you to find prospects that fit your target market at scale, complete with contact details, social profiles and company information and more. Cost: Paid tool

Zapier – This SaaS tool allows non-developers an easy way to connect apps and automate processes at scale. Cost:  Free with options for paid plans

Buffer – Buffer is a social media automation tool that allows you to schedule posts across relevant social platforms. Cost:  Free with options for paid plans

Intercom –  A best of breed live chat platform that helps you capture and convert more leads on your website. Cost:  Free with options for paid plans

LinkedHelper – A tool used to automate your Linkedin outreach. Cost:  $15 USD per month

Feedspot – An RSS feed to news-worthy articles. Cost:  Free

Linkedin – A B2B social media platform, you may have heard of them. Cost:  Free with options for paid plans

Sniply –A tool that allows people to add a call to action to any link shared Cost: Paid

Calendly –A tool that allows people to add meetings directly into your calendar. Cost:  Free with options for paid plans

ClickMagick – A tool that allows you to add tracking pixels shared to links (Great for remarketing)

Woodpecker – Is an email automation tool that allows you to send automated emails at scale 1 by 1 by 1… direct from your gmail, outlook etc. Cost:  $49 USD per month

Step 1  

“Always try to get inside the mind of your potential buyer and what keeps them up at night.”

Every business should have a strong understanding of who their target buyer personas are.

Understanding who your customers are and why they do the things they do is half the battle. Take the time to understand the following about your potential clients before moving forward.

  • Ideal Job Titles
  • Pain Points
  • Motivations
  • Location
  • Company Size
  • Technology stack
  • Revenue
  • Industry
  • Typical Trigger points for searching for a solution like yours

Step 2

Find Relevant Data  

Use triggr to define your target audience in regards to Company Size, Industry, Location, Job Titles, Technology, it’s important that you’re as targeted as you can possibly be during this step as this will form our target list and we’ll develop our top of sales funnel from here.

For example, you might sell a product or service to online retailers that have over 50 staff and your target contacts lie within the marketing department at these organisations.

For this we can search for companies that use e-commerce technologies such as WooCommerce, Shopify, Magento & BigCommerce who have  51 + staff, are located in Australia and define the contacts we want at those businesses by adding “Job Category : Marketing”

Here’s an example to give you an idea of how it works:

Find Companies Using Hubspot and Decision Makers in Marketing


Once you’re happy with the details hit “Search” and a new button will appear called “Data Visualisation” this will give you a visual representation of all the data that has been returned for your query.

You can see the % emails, the main industries, what CMS, Analytics Software, HR software, Location percentages and much more of all the businesses and people who fit your query.

Once you’re happy with everything hit “Download CSV”. We can now use this data to run our automated outreach!

Step 3

Initial Outreach

Once you’ve used the Triggr platform to identify the contacts relevant to your business you’re now ready to begin your initial outreach, automated and at scale! 🙂


For this we’re going to be using a tool called LinkedHelper

Step 4


It would be fantastic if everyone that came through to our website and came in contact with our business ended up wanting to use our product or service, unfortunately, that’s not how things work in the real world, in-fact buyer journeys are very rarely linear.


Calendly recommendations

  • Send a high-level agenda so your prospect knows what to anticipate, helping to show extra buy-in on your side that you care about the customer and are putting in extra work. “I’ve always been given feedback that the extra details here and there really do add up.” – Rachel
  • If you have an automated scheduling tool, you can include automated email or text reminders in the cadence of your choice. For example, Rachel sets her Calendly email reminders 24 hours and then 4 hours ahead of time, which not only reminds the prospect, but gives them the opportunity to reschedule (instead of drop off) if a last-minute conflict comes up.
  • Never schedule too far in advance.“If the decision to meet and meeting are too far apart, your prospect will never remember why they wanted to meet with you or even who you are—try to book meetings as close to your pitch as possible.”


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