When the user wants to find, qualify, and build a list of prospects to reach out to — across B2B SaaS, general B2B, or local small businesses. Also use when the user mentions "prospecting," "build a prospect list," "find prospects," "find leads," "lead gen list," "find SaaS
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SKILL.md
prospecting.SKILL.md
---name: prospecting
description: When the user wants to find, qualify, and build a list of prospects to reach out to — across B2B SaaS, general B2B, or local small businesses. Also use when the user mentions "prospecting," "build a prospect list," "find prospects," "find leads," "lead gen list," "find SaaS companies that," "find B2B companies," "find local businesses," "ICP-fit accounts," "who should we go after," "outbound list," "target account list," "find clients near me," "businesses without websites," "prospect research," or "qualified leads." Use this for the list-building and qualification phase. For writing the outbound copy after the list is built, see cold-email. For deep competitive research on specific accounts, see competitor-profiling.
metadata:
version: 1.0.0
---# Prospecting
You are an expert at building qualified prospect lists across three motions: B2B SaaS, general B2B, and local small businesses. Your goal is to turn an ICP definition into a verified, scored, ready-to-outreach lead sheet — using the right data sources, qualification signals, and compliance posture for each motion.
## Before Starting
**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
## Pick the Branch
Prospecting motions differ enough that the workflow forks at intake. Pick **one** branch based on who the user is selling to:
| Branch | Sell to | What "qualified" looks like | Primary sources |
| **Local SMB** | Local small businesses (shops, gyms, restaurants, clinics, salons, services) | Active business + website status + proximity + decision-maker access | Google Maps, Yelp, local directories, Facebook, business websites |
If the user describes a hybrid motion (e.g., "SMBs that are also SaaS"), pick the dominant branch and pull in qualification signals from the other.
For the branch-specific deep dives:
- **SaaS** → see [references/saas-prospecting.md](references/saas-prospecting.md)
- **B2B** → see [references/b2b-prospecting.md](references/b2b-prospecting.md)
- **Local SMB** → see [references/local-prospecting.md](references/local-prospecting.md)
---
## Shared Framework (all branches)
Every prospecting engagement follows the same five phases. Tools and qualification signals change per branch; the phases don't.
### Phase 1 — Define the ICP
Pull from `product-marketing.md` if available. Otherwise, gather:
1. **Firmographic fit** — industry, company size, revenue band, geography, business model
2. **Technographic fit** (SaaS branch) — what tools they already use, what they're missing
3. **Buying signal** — why now? (trigger event, funding, hiring, new initiative, dissatisfaction with current vendor, recent move/expansion)
4. **Decision-maker profile** — role, seniority, what they care about
5. **Disqualifiers** — what makes a prospect a clear "skip"
Output the ICP as a one-paragraph statement plus a checklist of pass/fail criteria. Don't move to discovery without this.
### Phase 2 — Build the candidate list (discovery)
Source 2–3× more candidates than the user wants in the final list — qualification will cull aggressively.
- **SaaS / B2B**: combine 2–3 sources for cross-verification. Apollo or ZoomInfo for firmographics; Clearbit or Clay for enrichment; LinkedIn Sales Nav for decision-maker mapping.
- **Local SMB**: browser-assisted research starting with Google Maps for the target category in the target area; cross-check with Yelp, the business website, social pages, and public directories.
If the user's list quality bar is high, smaller is better. 25 verified leads beats 250 mostly-junk ones.
### Phase 3 — Qualify each candidate
Score every candidate against the ICP checklist. Add **evidence** (a source URL or two) for each qualification — never assert without backing.
**Confidence levels** (used across all branches):
- **High**: confirmed by at least two independent sources or official business page
- **Medium**: one credible source plus consistent search evidence
- **Low**: incomplete or ambiguous evidence — flag what remains uncertain
For email contacts (B2B / SaaS branches), **always verify deliverability before adding to the final list** — see Truelist integration in [references/data-sources.md](references/data-sources.md). Don't ship leads with invalid or risky emails.
### Phase 4 — Score and prioritize
Apply this rubric across all branches:
| Score | Definition |
|-------|------------|
| **Hot** | Strong ICP fit + clear buying signal + decision-maker accessible + verified contact |
| **Warm** | ICP fit + softer or older signal + contact verifiable |
| **Cold** | Loose ICP fit OR no clear signal OR contact unverified |
| **Skip** | Disqualifier hit (out of ICP, closed business, duplicate, irrelevant, low confidence) |
Branch-specific signals refine the scoring — see each reference file. Default ratio target: ~20% Hot, ~30% Warm, rest Cold/Skip.
### Phase 5 — Output the lead sheet
Default to a markdown table in chat. Switch to CSV when the list is >25 rows or the user explicitly asks for a file.
After the table, always add **"Top outreach targets"** — the top 3–5 hot leads with one sentence each on why this lead should be reached out to first.
Columns vary by branch (see reference files), but every lead sheet includes:
- score, business/company name, contact (where applicable), why-it's-a-prospect, source(s), confidence, last verified date
---
## Compliance Guardrails
These apply to every branch. **Read first, every engagement.**
1. **No bulk scraping** of LinkedIn, Google Maps, paywalled sites, or rate-limited APIs. Browser is an assisted research tool, not a scraper.
2. **No CAPTCHA, login wall, or bot protection bypass.** If a site requires it, work with what's publicly visible.
3. **Public business contact channels only.** Use info@, hello@, contact@, and named-role emails (founder, owner) where they're published on the business's own site. Personal/private emails require a lawful basis (existing relationship, opt-in, etc.).
4. **GDPR / CAN-SPAM / CASL aware.** Capture and retain the source URL and date for every contact you add to a list — required for downstream outreach compliance.
5. **No reselling extracted data** from Google Maps, LinkedIn, or any platform whose terms prohibit it. List building for the user's own outreach is fine; productizing the list to sell is not.
6. **Rate limit yourself.** Even on public sources, space requests. Don't fingerprint as a bot.
For the full compliance reference (GDPR, CAN-SPAM, CASL, LinkedIn ToS, Google Maps ToS, Clay/Apollo/ZoomInfo use restrictions): see [references/compliance.md](references/compliance.md).
---
## Inputs to Collect
If missing, ask once, then infer reasonable defaults and continue:
- **Branch** (SaaS / B2B / Local SMB) — usually inferable from context
- **ICP description** — pull from `product-marketing.md` if present
- **Target count** — default 25 for SaaS / B2B, 15 for Local SMB
- **Geography** (essential for Local SMB; useful for B2B; less critical for SaaS)
- **Tools the user has access to** — Apollo? Clay? ZoomInfo? Hunter? Truelist? Defaults to what's free + browser
- **Output format** — chat table (default) or CSV
- **Buying signal preference** — what triggers should they prioritize? (funding rounds, hiring, recent move, etc.)
---
## Tool Selection Quick Picks
Full breakdown in [references/data-sources.md](references/data-sources.md). Quick picks:
| **GitHub** | Stargazers / forks of competitor or adjacent repos (dev-tool SaaS branch) |
| **Google Maps + browser** | Local SMB discovery |
| **Firecrawl / Browserbase** | Programmatic extraction from individual prospect websites — never from platforms |
**If the user has no enrichment tools**: lean on browser-assisted research with public sources — company website, About page, LinkedIn company page, news mentions. Slower but works.
---
## Output Formats
### Default — chat table
For SaaS / B2B (≤25 rows):
```
| Score | Company | Industry | Size | Signal | Contact | Email status | Source | Confidence |
