Firmographic Lead Generation for Instantly
This automation transforms a simple "Campaign Brief" document into a complete, end-to-end B2B lead generation pipeline. It sources ideal companies and contacts, enriches them with data, scores them against your Ideal Customer Profile (ICP), personalizes outreach emails, and pushes the final, sales-ready leads into an outreach campaign tool.
This automation acts as a virtual marketing operations team, executing a sophisticated lead generation workflow based on your strategic inputs. Here's how it works:
- Briefing: It starts by reading a Campaign Brief from your Knowledge Base. This document contains all your instructions: target audience (industry, company size, geography, buyer titles), Ideal Customer Profile (ICP) scoring rules, and pre-approved email copy.
- Sourcing: Based on your targeting criteria, it uses a B2B data service to find matching companies.
- Deduplication: It checks a master Google Sheet ledger to ensure it doesn't source contacts from companies you've reached out to recently, and filters out any domains on your deny list.
- Signal Hunting: For qualified companies, it scours the web for recent news and buying signals that are relevant to your business, providing valuable context for personalization.
- Contact Enrichment: It finds specific contacts at those companies who match your buyer persona, enriching their profiles with job titles, email addresses, and LinkedIn profiles. It then verifies the email addresses to ensure deliverability.
- Scoring & Prioritization: Using data from LinkedIn and web searches, the automation scores each contact against the ICP rubric in your brief, calculating a final score to prioritize the best leads.
- Personalization: For the highest-scoring leads, it generates personalized email copy by filling in placeholders in your templates with the enriched data and relevant news signals it discovered.
- Activation: Finally, it pushes the fully-vetted, scored, and personalized leads into your Instantly.ai campaign, ready for outreach.
- Logging: Throughout the process, it keeps a detailed Run Log in your Knowledge Base, summarizing the results of each run and updating the master deduplication ledger.
Usage Ideas
- Automate top-of-funnel outbound prospecting for your sales team.
- Quickly build highly targeted lists for new Account-Based Marketing (ABM) campaigns.
- Enable founders to run sophisticated go-to-market experiments without a large sales team.
- Generate leads for a new product launch by targeting companies with relevant tech stacks or recent funding.
- Run market research by identifying and sourcing key decision-makers in a new vertical.
Customization Ideas
This template is a powerful accelerator, but it's designed to be highly adaptable to your specific sales and marketing motions. You will have the flexibility to:
- Define Your Ideal Customer: The entire workflow is driven by your "Campaign Brief." You can change the target industry, company size, buyer titles, and scoring criteria for every campaign you run simply by updating the document.
- Use Your Own Copy: The email subject lines, body copy, and personalization placeholders are all pulled from your brief, giving you full control over messaging.
- Change Your Destination: While it's pre-configured to send leads to Instantly.ai, you can work with the Agent Builder Assistant to push leads to a different outreach tool, CRM, or even just save them to a spreadsheet.
- Swap Your Ledger: If you don't use Google Sheets for your master contact list, the automation can be modified to connect to your preferred database or service.
- Adjust Your Data Sources: You can choose different services for finding companies, enriching contacts, and verifying emails to fit your budget and data quality needs.
Agent Inputs
Required Parameters
Name | Type | Default |
|---|---|---|
campaignName | string | None |
Unique tag per run used to label the dedup ledger entries and Run Log summaries | ||
instantlyCampaignId | string | None |
Instantly campaign ID to push leads into. Find this in your Instantly dashboard under the campaign settings. | ||
Optional Parameters
Name | Type | Default |
|---|---|---|
campaignBriefDocumentSlug | string | campaign-brief |
Which knowledge base document provides the campaign brief (targeting, scoring, copy) | ||
contactsPerCompany | number | 3 |
Maximum contacts to source per qualifying company | ||
generateCopy | boolean | true |
If true, generate and include personalized outreach copy (M1/M2/M3). If false, run as list-builder only without copy generation | ||
maxCompanies | number | 20 |
Maximum number of companies to source per run | ||
minIcpScore | number | 0 |
Minimum ICP score (0-10) to qualify a contact. Set to 0 to skip ICP scoring entirely | ||
runLogDocumentSlug | string | run-log |
Which knowledge base document stores the dedup ledger URL and per-run summaries | ||
sameCompanyThrottle | number | 2 |
Maximum contacts per company within a 2-week window to prevent over-contacting | ||
skipCompanySignals | boolean | false |
If true, skip web search for company signals and use fallback copy for all contacts | ||
verifiedEmailsOnly | boolean | false |
If true, only keep fully verified (deliverable) emails; if false, also keep risky/catch-all emails | ||
