Best for
- Sales reps who need to research accounts faster before outreach
- BDRs building target account lists from Sales Navigator
- AEs preparing for named-account prospecting
Convert a saved Sales Navigator search into a QA-reviewed account research queue with fit signals, buyer roles, CRM context, and first-touch angles.
A ranked account research system that turns Sales Navigator results into source-backed account briefs, owner assignments, outreach angles, and a feedback loop for better future searches.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
7 tools used across the workflow.
Access
The complete workflow is available from the first step through the final result.
Why this works
Most reps either over-research a few accounts or spray generic messages across too many. This workflow creates a repeatable research brief that gives each account enough context to personalize outreach without spending 30 minutes per company. The output is practical: who to contact, what likely matters, and what angle to test first.
Expected results
Account research sprint
20-25 usable briefs
A focused sprint gives reps enough researched accounts for action without flooding them with low-fit exports.
QA coverage
5-10 briefs sampled before handoff
Random review catches hallucinated facts, stale sources, duplicate ownership, and weak fit before outreach starts.
False-positive reduction
15-30% fewer weak accounts
Expected when CRM ownership checks, disqualifiers, source recency, and skip reasons are applied before outreach.
Time saved
4-7 hours per 25-account sprint
The workflow replaces manual tab-hopping with a repeatable search, enrichment, scoring, handoff, and feedback system.
Step-by-step workflow
This workflow is fully available. Follow the steps below to build the system from start to finish.
30-40 min
30-40 min
Start by creating an Airtable base or spreadsheet that defines what a qualified account looks like before anyone opens Sales Navigator. Work in claude and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is An account research base with fit fields, disqualifiers, review status, owner, and next-action columns.
An account research base with fit fields, disqualifiers, review status, owner, and next-action columns.
Bad account research usually starts with fuzzy fit criteria. If the base cannot explain why an account is in or out, the AI brief will only make weak targeting sound polished.
Build an account research checklist for {{product_or_service}}.
ICP summary:
{{icp_summary}}
Best-fit customers:
{{best_fit_customer_examples}}
Bad-fit or disqualified accounts:
{{bad_fit_examples}}
Output:
1. Positive fit signals
2. Disqualifiers
3. Trigger signals worth researching
4. Buyer roles to look for
5. Account scoring criteria
6. Fields to create in the research tracker
7. QA checks before outreach
Keep the checklist practical for a 25-account sales research sprint.35-50 min
35-50 min
Create an account search first, then a lead search only after the account universe looks clean. Work in linkedin sales navigator and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. Keep the work narrow: complete step 2, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A saved Sales Navigator search with documented filters and a reviewed first sample.
A saved Sales Navigator search with documented filters and a reviewed first sample.
Do not export the first search that looks large. A smaller saved search with explicit reject reasons will outperform a broad search that creates cleanup work downstream.
40-60 min
40-60 min
Use Wiza to export the approved Sales Navigator search or lead list when your plan, data policy, and local outreach rules allow it. Work in wiza, linkedin sales navigator, and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. Keep the work narrow: complete step 3, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A clean exported or manually staged account table with source, contact, verification, and duplicate-check fields.
A clean exported or manually staged account table with source, contact, verification, and duplicate-check fields.
Exporting is not the research. Treat export as raw intake, then clean it before asking AI to summarize anything.
1-2 hours for 25 accounts
1-2 hours for 25 accounts
Use Perplexity and public sources to add only context that could change outreach priority or message angle. Work in perplexity and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is Source-backed account context rows with evidence strength, recency, and sales relevance.
Source-backed account context rows with evidence strength, recency, and sales relevance.
Good enrichment should help a rep choose what to say. If a signal would not change the first sentence of outreach or the discovery question, leave it out.
35-50 min
35-50 min
Check HubSpot before giving any account to a rep. Work in hubspot and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. Keep the work narrow: complete step 5, record the decision or asset created, and avoid changing unrelated parts of the workflow. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A deduped account table with CRM ownership, lifecycle context, and routing status.
A deduped account table with CRM ownership, lifecycle context, and routing status.
This step prevents internal embarrassment. A technically good account is not usable if another rep owns it, an opportunity is already open, or the company is marked do-not-contact.
45-60 min
45-60 min
Use Sales Navigator, LinkedIn profiles, and the CRM record to identify the most likely buying roles for each account. Work in linkedin sales navigator, claude, and airtable and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A buyer-role map that identifies likely contacts and clearly marks unknowns.
A buyer-role map that identifies likely contacts and clearly marks unknowns.
The best contact is not always the most senior person. For account research, the useful question is who feels the problem and who can sponsor the next conversation.
45-60 min
45-60 min
Feed Claude the cleaned account table, CRM context, source-backed research, and buyer-role map. Work in claude, airtable, and google docs and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that every claim has a source, every assumption is labeled, and unsupported claims are removed; the expected handoff is Rep-ready account briefs with evidence, hypotheses, risks, and disqualifiers.
Rep-ready account briefs with evidence, hypotheses, risks, and disqualifiers.
A good brief makes a rep sharper in two minutes. It should not read like a company encyclopedia.
30-40 min
30-40 min
Score each account using fit, trigger strength, buyer accessibility, CRM status, evidence recency, and likely urgency. Work in claude, airtable, and hubspot and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A prioritized and assigned account queue with work-now, nurture, and skip views.
A prioritized and assigned account queue with work-now, nurture, and skip views.
Skipping accounts is part of the deliverable. A research workflow that only creates more tasks is not helping the sales team.
40-60 min
40-60 min
Create one short email angle, one LinkedIn angle, and one discovery question for each work-now account. Work in claude, airtable, and google docs and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the prompt includes the actual inputs, the requested output format, and clear rules against invented facts; the expected handoff is A rep handoff with account briefs, outreach angles, discovery questions, CRM notes, and next actions.
A rep handoff with account briefs, outreach angles, discovery questions, CRM notes, and next actions.
Personalization should feel observant, not invasive. The safest angle is usually a business implication, not a creepy mention of an individual’s activity.
30-45 min after campaign
30-45 min after campaign
After the accounts are worked, update HubSpot and Airtable with reply status, meeting booked, disqualification reason, no-response reason if known, signal quality, message quality, and rep feedback. Work in hubspot, airtable, and claude and capture the concrete operating details: source links, buyer context, audience, claims, proof points, owner, review status, and the final deliverable link. When you use the prompt template attached to this step, paste the real source material, name the expected output sections, and ask the model to flag uncertainty instead of filling gaps. Before moving on, check that the handoff is tied to the right account or record and the owner knows the next action; the expected handoff is A feedback loop that improves Sales Navigator filters, scoring rules, and outreach angles.
A feedback loop that improves Sales Navigator filters, scoring rules, and outreach angles.
The first sprint finds accounts. The second sprint should find better accounts because the scoring model has evidence from real outreach.
Research {{company_name}} for account-based sales outreach.
Product or service sold:
{{product_or_service}}
ICP and buyer roles:
{{icp_and_buyer_roles}}
Return only source-backed findings from the last {{recency_window}} when possible.
For each useful signal, include:
1. Signal summary
2. Source URL
3. Source date
4. Why it may matter commercially
5. Likely buyer function affected
6. Evidence strength: strong, medium, or weak
7. Outreach implication
Do not include generic company descriptions or unsupported guesses.Map likely buying committee roles for these accounts.
Account context:
{{account_context}}
Available contacts and titles:
{{contact_list}}
Product or service sold:
{{product_or_service}}
Buyer-role definitions:
{{buyer_role_definitions}}
For each account, output:
1. Recommended first contact
2. Economic buyer if visible
3. Functional owner if visible
4. Technical evaluator if visible
5. Possible champion
6. Unknown roles to research
7. Reasoning based only on visible evidence
8. Confidence level
Do not invent contacts or responsibilities.Create concise account research briefs from this cleaned research table.
Research table:
{{account_research_table}}
CRM context:
{{crm_context}}
Buyer-role map:
{{buyer_role_map}}
Scoring criteria:
{{scoring_criteria}}
For each account, include:
1. Fit score from 1 to 5
2. Trigger strength from 1 to 5
3. Evidence-backed signals with source references
4. Likely pain hypothesis
5. Recommended buyer role
6. First-touch angle
7. Risks or disqualifiers
8. One thing the rep should avoid saying
9. Unknowns to verify
Label assumptions clearly. Do not invent facts.Prioritize these accounts into Work Now, Nurture, and Skip.
Account briefs:
{{account_briefs}}
Scoring criteria:
{{scoring_criteria}}
Current sales capacity:
{{sales_capacity}}
For each account, output:
1. Priority group
2. Score rationale
3. Recommended owner or role
4. Next action
5. Due date recommendation
6. Nurture trigger if not ready
7. Skip reason if rejected
Be selective. Do not place weak accounts in Work Now.Write first-touch sales angles for these Work Now accounts.
Account briefs:
{{account_briefs}}
Approved tone:
{{approved_tone}}
Outreach channel:
{{outreach_channel}}
For each account, create:
1. Email opening angle under 55 words
2. LinkedIn connection or DM angle under 300 characters
3. Discovery question
4. Source signal used
5. Risky wording to avoid
Rules:
- Do not mention personal profile activity in a creepy way
- Do not overstate the signal
- Connect the signal to a business problem
- End with a soft reason to talk.Analyze this account research sprint.
Original search criteria:
{{search_criteria}}
Account briefs:
{{account_briefs}}
Outreach outcomes:
{{outreach_outcomes}}
Rep feedback:
{{rep_feedback}}
Output:
1. Signals that predicted replies or meetings
2. Signals that created false positives
3. Buyer roles that performed best
4. Filters to tighten
5. Filters to relax
6. Scoring rule changes
7. Outreach angle changes
8. Next sprint recommendations.Related workflows
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