A shoutout to Chris Spanier and Episode #85 of the Practical, Actionable Marketing Podcast
Sales prospecting has always been a grind. What if you could cut your research time in half and dramatically improve your outreach results?
In Episode #85 of the Practical, Actionable Marketing podcast, host Chris Spanier delivers a masterclass on how to do just that. Titled “Advanced Prospecting Research Tools,” the episode is packed with time-saving techniques and tools that help sales professionals build sharper prospect profiles faster.
As someone with over four decades in sales and sales management, I believe this kind of tactical insight makes a difference. If you haven’t already, listen to the episode. Then, come back here for a quick breakdown of what Chris covered—plus a few of my thoughts.
Why Prospect Research Matters More Than Ever
In a market saturated with sales messages, relevance is your only competitive advantage. The days of blasting generic emails to massive lists are over. Today, the winners are the ones who personalize their outreach with precision—and that begins with better research.
Unfortunately, most salespeople waste hours digging through irrelevant or incomplete data. They either under-research and go in blind or over-research and burn time on unqualified leads. The trick is finding a balance—doing more innovative research, not just more research.
That’s precisely what Chris addresses in this episode.
Build a Tiered Research Stack Based on Prospect Value
One of the most practical ideas Chris shares is a three-tiered research strategy—matching your level of research effort to the potential value of the opportunity.
- High-value prospects deserve premium research. Tools like Nimbler, Apollo, and Snovio provide the relatively accurate contact data, firmographics, and context for tailored outreach. If you’re tight on budget, these tools often offer free plans with limited monthly records.
- Mid-funnel prospects are well-suited for tools like LinkedIn Sales Navigator or KnowledgeNet. But here’s the twist: don’t just skim the surface of their profiles. Instead, dig into their activity feed—what they post, like, and comment on. This gives you insight into their priorities, pain points, and current initiatives.
- Top-of-funnel prospecting at scale can be handled with data platforms like Data Axle. While the data may not always be fresh, the breadth of filters available can help you uncover new accounts that match your ideal customer profile.
This tiered approach lets you allocate your time and tools effectively, ensuring you invest the most effort where it will yield the greatest return.
Go Beyond Firmographics: Create a 360° Prospect Profile
Many sales professionals stop at company size, revenue, and industry. But those are just the basics. Chris recommends creating a “360-degree view” of each prospect.
Here’s what that looks like in practice:
- Technographics – What software or platforms are they already using? Are they a fit for your stack?
- Intent Data – Are they actively researching topics related to your solution?
- Engagement History – Have they interacted with your content or team before?
- Social Signals – What are their professional interests, and who do they engage with in their network?
When you combine these elements, you get a richer picture of the prospect and their current stage in their buying journey.
Master Boolean Search to Uncover the Hidden Gems
Advanced search operators—especially Boolean logic—can help you cut through the noise and zero in on the right leads. Chris drops a great example:
"marketing director" AND (automation OR personalization) NOT agency
This logic narrows your scope, helping you find prospects that fit your ICP more precisely. You can apply these operators on LinkedIn, Google, and many sales tools that support custom queries. It’s a slight shift that delivers big impact.
Use Trigger Events to Time Your Outreach
Timing matters in sales. A well-timed email—sent when a company has just secured funding or hired a new executive—can dramatically increase your odds of getting a response.
Chris suggests setting up Google Alerts for trigger events such as:
- New product launches
- C-suite leadership changes
- Job postings that suggest a strategic shift
- Funding rounds or acquisitions
These events signal a company’s openness to change, making it the perfect moment to introduce your solution.
Try This: Audit and Optimize Your Current Workflow
Chris closes the episode with a challenge worth taking seriously. Time how long it takes you to research ten prospects using your current method. Then, apply just one new tool or technique from this episode and time it again.
I’ve done this with sales teams; the results are consistently striking. You save time, uncover better-fit prospects, and send messages that resonate.
Final Thoughts: Practical, Actionable, and Results-Driven
Chris Spanier’s Practical, Actionable Marketing podcast consistently lives up to its name—and Episode #85 stands out. It’s a treasure trove of real-world advice bridging the marketing and sales gap.
If you’re tired of spinning your wheels on prospecting, this episode gives you the tools and tactics to move faster, smarter, and more confidently.
🟦 Listen to Episode #85 now → Practical, Actionable Marketing with Chris Spanier
📌 Take action: Choose one tactic, implement it this week, and measure the difference. The results may surprise you.
