MASON GUIDES
B2B prospecting and outbound guides
Practical guides to finding B2B buyers: prospecting, buying signals, cold email, account based marketing and the templates to plan them.
How to build a lead scoring model, with a worked example
Fit and activity scores, a scoring sheet to copy, setting the threshold for sales, and testing it against won deals.
Read the guide ↗How to qualify leads in B2B sales
The five things to check, the common frameworks, scoring versus conversation, and how to disqualify well.
Read the guide ↗GTM tech stack, layer by layer
What each layer does, what to start with at each stage, how to choose what to add, and how to keep it lean.
Read the guide ↗Buying signals tools, and what to check before you buy
The kinds of tools, what each tracks, what to check before you buy, and when to build your own.
Read the guide ↗Win loss analysis for B2B sales, with an interview guide
Who to interview and when, a copyable interview guide, how to count patterns, and how to use them.
Read the guide ↗Discovery call questions for B2B sales, grouped by purpose
How to open, 28 questions with why to ask each, what not to ask, and how to close with a next step.
Read the guide ↗B2B cold calling scripts that start a real conversation
The first 30 seconds, the structure of a call, five scripts by situation, and replies to common objections.
Read the guide ↗Prospect research template, and how to research a prospect
How to research one account and one person before you reach out, with a one-page template and a filled-in example.
Read the guide ↗Signal based selling, step by step
The workflow around buying signals: choose them, watch them, reach the right person while it is fresh, and measure each one.
Read the guide ↗Account planning template for B2B, with a filled-in example
A one-page plan for one important account: each field explained, a template to copy, and a filled-in example.
Read the guide ↗How to calculate TAM, with a worked B2B example
Bottom-up TAM for B2B, how SAM and SOM narrow it, the three methods compared, and a worked example.
Read the guide ↗ICP vs buyer persona, and why you need both
Companies vs people: how an ICP and buyer personas differ, how they fit together, and the mistakes teams make with each.
Read the guide ↗How to create an ideal customer profile for B2B, step by step
The method behind a good ICP: the data to gather, choosing best customers, what to ask them, patterns, the trigger, and testing.
Read the guide ↗How to build a prospect list of the right people, in seven steps
From chosen accounts to the right people: roles, finding them, verified contact details, a reason per account, and a template.
Read the guide ↗ABM vs demand generation, and when each one fits
What each approach is, when each fits by deal size and market, and how to combine them without doing both badly.
Read the guide ↗How to identify buying signals, and check they are real
Six steps to spot a buying signal at a real account, where each kind appears, and how to verify it before you act.
Read the guide ↗Cold email subject lines that get opened, with examples
How long to make them, six patterns with examples, what to avoid, and how to test them by replies.
Read the guide ↗Cold email software, compared by the job it does
What it does, infrastructure vs sequencer vs all-in-one, what to check before buying, and seven tools from their own pages.
Read the guide ↗Cold email deliverability, and how to stay out of spam
Sending domains, SPF, DKIM and DMARC, warm-up, list hygiene, content, monitoring, and recovering a burned domain.
Read the guide ↗How long should a cold email be? Short, with one reason and one ask
What to keep, what to cut, relevant personalisation, subject lines, reading on a phone, and a before and after.
Read the guide ↗Sales pipeline generation, step by step
How much pipeline you need, the four sources it comes from, a weekly routine for each, and how to measure them.
Read the guide ↗Ideal customer profile examples for B2B, by type of business
Six filled-in ICP examples, from software to equipment rental, and what the strong ones have in common.
Read the guide ↗What is sales intelligence? A plain guide for B2B teams
What sales intelligence covers, where each kind comes from, how to use it, and the questions to ask of any source.
Read the guide ↗ZoomInfo alternatives, compared by the job you need done
Seven alternatives and one research service, with prices and free plans from each vendor's own site.
Read the guide ↗Target account list, and how to build one in six steps
What it is, how it differs from a lead list and an ICP, the six steps, tiers, owners and a template to copy.
Read the guide ↗Sales prospecting techniques that still work in B2B
Ten techniques, what each is, when it fits, how to do it well, and how to choose two or three.
Read the guide ↗Intent signals vs buying signals, and how to use each
What intent data is, first, second and third party, how it differs from event-based signals, and how to judge each.
Read the guide ↗Clay alternatives, and how to choose one
What Clay is great at, why teams switch, how to choose, and six options compared from their own pages.
Read the guide ↗Apollo alternatives, and how to choose one
What Apollo is great at, why teams switch, how to choose, and seven options compared from their own pages.
Read the guide ↗18 B2B lead generation ideas, and how to choose
Ideas grouped by timing, targeting, outreach, key accounts and trust, each linked to the guide that covers it.
Read the guide ↗Cold email templates and examples for B2B sales
What makes a cold email work, its anatomy, and nine templates by situation you can copy.
Read the guide ↗Sales email templates for after the first reply
Twelve templates for replying to interest, meetings, objections by email and re-engaging a quiet thread.
Read the guide ↗Cold email personalization that is worth the time
What to personalize, three levels of depth, where to find the facts, and how to do it at scale without faking it.
Read the guide ↗LinkedIn prospecting, step by step
Your profile, finding the right people, Sales Navigator, research, connection notes, pacing and follow up.
Read the guide ↗Sales cadence examples for B2B, by situation
Five invented cadences, with the day, channel and job of each step, and how to pick one.
Read the guide ↗LinkedIn outreach templates for B2B
Twelve copyable templates: connection notes, first messages, follow ups, InMail and replies, as invented examples.
Read the guide ↗Website visitor identification, explained
How it works, what it misses, privacy and consent rules, and how to use it without being creepy.
Read the guide ↗Intent data providers, compared honestly
Where intent data comes from, how to compare and test providers, and six providers from their own pages.
Read the guide ↗Email list building for B2B, without buying a list
Where work addresses come from, patterns and catch-all domains, verifying a list, keeping it clean, and consent by market.
Read the guide ↗B2B data providers, compared by what they do
The kinds of provider, coverage, accuracy and freshness, how to test one on your own list, and ten vendors from their own pages.
Read the guide ↗AI prospecting tools, and what the AI actually does
Research, writing, enrichment, scoring and agents: where AI helps, where it fails, how to test a tool, and 12 tools in their own words.
Read the guide ↗B2B prospecting tools, compared by the job they do
Six jobs prospecting tools do, how to choose, two common stacks, and ten tools compared from their own pages.
Read the guide ↗Competitor analysis template for B2B sales, with an example
Seven fields to fill per competitor, a worked example, where to find each piece in public, and how to use it in deals.
Read the guide ↗Customer research questions for B2B
Who to interview, how to run the calls, 24 questions by purpose, and how to turn the answers into an ICP.
Read the guide ↗Ideal customer profile template, with a filled-in example
The six fields of an ICP, a template to copy, a worked example, and how to build and test one.
Read the guide ↗Account based selling, step by step
Choosing the accounts, research, mapping and reaching the buying group, planning, working with marketing, and measuring it.
Read the guide ↗Account based marketing examples, and the patterns behind them
Six worked ABM plays across one to one, one to few and one to many, the tactics for each, and how to measure it.
Read the guide ↗Outbound lead generation, explained for B2B teams
The channels, the five parts of the system, how to measure it honestly, and build vs agency vs tools.
Read the guide ↗Cold email follow up timing, and what each one should say
How many follow ups, the gaps, what each should add, when to stop, and why most replies are auto-replies.
Read the guide ↗How many cold emails per day per domain?
The numbers we run, the arithmetic for how many domains you need, warm-up, and what breaks.
Read the guide ↗What is sales prospecting? A plain guide for B2B teams
The five-step prospecting process, methods compared, and the mistakes that waste time.
Read the guide ↗Buying signals in B2B sales, and how to tell the real ones from noise
The kinds of signals, the signs in a sales conversation, and a simple test to run on your own past deals.
Read the guide ↗