MarketLauncher's Intelligent Outbound Methodology

ML’s Intelligent Outbound Sales Methodology – Four Steps​

The convergence of AI and human expertise is driving higher-caliber meetings and more revenue ​

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Buyer behavior continues to evolve, and so have ML’s tactics for engaging with prospects so that we can help our clients build a more predictable sales pipeline. AI is transforming the sales game, letting us work smarter and achieve faster results. ​

By leveraging technological advancements like AI alongside a human touch, we've
achieved impressive results for our clients. ​

• a faster ramp up in building the lead pipeline ​
• more effective sales discovery meetings​
• more warm leads converted to opportunities ​
• expanded opportunities within existing accounts ​

AI in B2B sales isn’t just hype anymore—it’s a must-have.​

This document explains our four-step approach, including examples from our experienced sales team and the results they are achieving. We hope you find our methodology useful in helping you engage more prospects and build a more predictable sales pipeline.​​​​

“AI is not here to replace salespeople, but to make them 10 times more productive by automating the repetitive and allowing them to focus on what humans do best—building relationships.”​

- Brian Halligan, HubSpot Co-Founder​

STEP 1: Amplified Attention to Marketing Qualified Leads

​ML prioritizes warm MQLs, which originate from traditional lead-generating activities such as trade shows and digital marketing campaigns. These leads have a higher potential to convert into new business but are often overlooked by sales teams focused on later-stage opportunities.​​

RELATED CONTENT: AI, Intent and Relevance Are Elevating B2B Outbound Success

Here’s how our team leverages MQLs to drive more sales pipeline.  ​

In addition to proactively following up on inbound leads, our team has also learned how to use MQLs as an intent signal at the account level. Oftentimes, when marketing sees leads coming in from a lower-level title, those leads are moved into a nurture bucket. ML tested a theory that these lower-level titles might be looking for information based on a directive from more senior executives gathering intel to support a potential buying decision in the organization. ​

Our team found that by identifying senior executives at the companies wherethese lower-level MQLs were originating and proactively reaching out toengage, their outreach was relevant and timely. This approach demonstrates adeep understanding of the client's organizational dynamics and decision-making hierarchy. ​

In the hands of an experienced sales executive this approach is a faster routeto engaging with real potential buyers.​

STEP 2: Leveraging Technology to Identify the Buyers Most Likely to Engage​

The ML team builds out a Total Addressable Market (TAM) based on the ideal client profile and buyer personas. This ensures proactive coverage of the total potential buying universe. However, to be more efficient and shorten the time to ramp up the lead pipeline, we are also using technology to segment our lists and prioritize individuals who are more likely to engage. 

Software from  TitanX is instrumental in this segmentation process. We began testing the solution in 2024 and quickly saw our reach rates triple. This higher reach rate translates to more opportunities flowing into the sales pipeline faster.​​

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Combining Technology & ​Human Expertise​​

In addition to tools like TitanX, which uses backend predictive technology to segment a list into a hierarchy of leads based on the likelihood to engage, our team has also been leveraging AI in multiple ways to drive better prospecting outcomes. ​

We've used company research for a long time to make sure we are targeting the right accounts at the right time based on criteria that increase the likelihood there is a need for a particular product or service. AI lets us take advantage of that same intel but without the time-consuming research.​

By using the right prompts and knowing how best to leverage the information that AI generates, a seasoned sales professional can save hours of time and benefit from intel that will identify the best prospects. ​

AI agents that leverage what executives are posting about on social media to craft messaging is another game changer in getting an executive's attention. This highly personalized approach elevates the results of an unsolicited email followed by a highly productive phone conversation. 

STEP 3: Building out the TAM to Drive Awareness at Net New Accounts​

Proactively pursuing marketing-qualified leads, using intent  signals and leveraging technology are all ways that you can gain speed in building your sales pipeline. However, it is equally important that you build out your total addressable market (TAM) to ensure full coverage across the universe of accounts that meet your Ideal Client Profile. ​

Although this is a lower-yield, longer-cycle play, nurturing these prospects is crucial for consistent pipeline growth. ​
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At ML, we follow an 80/20 approach to the market; 20% we are leveraging specific criteria and getting a high conversion rate. The other 80% of the TAM is being worked to build awareness and educate.​

While this activity has a lower ROI initially, over time you will have built an  engaged audience who was not previously aware you existed. At ML we track our closing ratio on all lead sources and net new prospects who we have engaged with over time have the same closing ratio as returning clients. It’s a long play that pays off big in the form of advancing your footprint across the universe of target accounts you want to engage.​

RELATED CONTENT: Three Tips to Build Your Total Addressable Market

STEP 4: Exploring Opportunities to Expand Your Footprint in Existing Accounts​

Proactively identify new opportunities within existing accounts rather than waiting for client introductions. ​

This approach is especially effective in enterprise accounts with untapped potential. ​

By expanding existing relationships, you can leverage current product or service usage to explore additional areas of fit.​

 “These leads are fun to work. We often engage with evangelists in the account to help introduce us into new buying centers. These referrals give us a leg up in opening doors and it makes for a much more personalized conversation.” ​- Teresa Block, ML Sales Manager​

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Teresa Block has had remarkable success working closely with our client sales executives and applying our 4-step methodology.​

The ML team segments lists so that I can focus on those most likely to convert while also nurturing other contacts who might not be as ready. Typically, this is a mix of MQLs, intent signals, and those who have been scored through TitanX as most likely to engage. ​

I constantly review the data in HubSpot to see reactions to our emails and the notes from previous interactions. ML is meticulous about documenting every interaction with a prospect, and I use that intel to gain trust. I can reference previous conversations, recent news about their company, or industry events they might be interested in.

This helps me to personalize my message, which makes all the difference. ​

This method establishes trust not only with the prospect but also with our client’s senior sales team. 

It highlights my strategic approach to engaging senior executives and the value this brings to my clients—securing new opportunities while protecting their brand.​

​Because I have their trust, clients are collaborating with me earlier and getting me more involved in the sales cycle. ​

​The ROI for the senior team is that they can focus on getting opportunities over the finish line and closing deals! 

"If I didn't have Teresa, I can't imagine what I would do."

-- Director of Revenue Operations, Healthcare Services Client

The Experts You Can Trust​