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Start by defining your ICP with firmographic, trigger, pain, and exclusion criteria, then map lead sources like LinkedIn Sales Navigator, Apollo, or review sites. Score prospects on a 100-point model and only push leads scoring 60 or above into a 4-touch outreach sequence.

Use a 4-touch sequence: pain plus relevance with a soft CTA, proof with a short question, a value asset or mini-audit, then a breakup email. Keep one idea and one CTA per email, open with a real trigger, and avoid fake merge-field personalization.

A 100-point model works well: 35 points for ICP fit, 25 for intent triggers, 15 for pain or proof, 15 for contact quality, and 10 for timing. Leads scoring at least 60 out of 100 qualify for outreach.

LinkedIn Sales Navigator suits role and title targeting, Apollo, Clay, and ZoomInfo provide account and contact data, and G2 or Capterra reveal competitor and category demand. GitHub and job posts work well for devtool and SaaS intent signals.

Cold outreach is compliant when you include an opt-out, avoid purchased lists with unclear sources, verify emails before volume sends, and respect GDPR, CAN-SPAM, CASL, and PDPA rules by market. Do not automate scraping on platforms that forbid it.

Outbound is not the right fit for consumer lifecycle email, which belongs in email marketing workflows, or when the core problem is the offer itself or positioning against rivals. Solve offer design and positioning first, then build the pipeline.