AGENCY LEAD GENERATION
SITETRAIL CERTIFIED
Your learning path: 24 lessons.
Module 01 / Lesson 03 · Read, apply, check
Create a small, auditable account list that a person or bot can use without guessing.
Start with companies that fit the niche and trigger rules. Then identify the person who owns the relevant problem. This prevents a list of impressive job titles from substituting for market selection. For each account, record sector, size range, location, trigger, likely communication job and exclusion status. Keep company and contact records linked. Two contacts at one company are not two independent opportunities, and a campaign should not accidentally approach the same account with conflicting offers.
LinkedIn Sales Navigator offers search filters that help narrow companies and people. Combine a few meaningful attributes, then inspect results manually. A title is an imperfect proxy for responsibility: a founder may own PR in a small company while a regional marketing director owns it in a larger one. Search for role variants and validate the actual remit from public profiles. Filters reduce work; they do not replace the judgment required to choose the right buyer.
A useful row contains a source URL, observation date, trigger summary, role rationale and suggested next action. Add a confidence field so uncertain matches remain visible. Deduplicate by company domain and profile URL rather than names alone. Preserve a suppression or do-not-contact field when somebody declines. An AI assistant should return unknown when data is missing, not invent an address or infer a personal detail to make a spreadsheet look complete.
Review a sample for company fit, contact relevance, freshness and duplicate outreach. Calculate the share of rows you would genuinely contact. If only six of twenty pass, repair the selection method before expanding it. Give the researcher or bot examples of both accepted and rejected rows. Maintain a clear owner for each account and an action date. A high-quality list is a working sales instrument, not an archive of scraped profiles.
Niche, geography and observable business situation match.
The person plausibly owns the communication problem.
Source, date and uncertainty are recorded.
One owner, one offer and one next action per account.
A boutique agency begins with forty B2B firms attending an industry conference. It removes twelve because their products fall outside its technical expertise and six because there is no relevant commercial trigger. Of the remaining twenty-two, fourteen have an identifiable marketing owner and a recent announcement. Each row includes the announcement link, the contact’s role and a one-sentence reason for an introduction. The agency discovers that two founders are also listed under subsidiary brands and merges those account records. It assigns one owner per company and marks four uncertain contacts for research. The initial outreach therefore contains ten strong accounts, not forty nominal leads. Replies can now be compared against a consistent selection method and offer.
Another team exports hundreds of profiles using broad seniority filters. It counts every person as a lead, including several colleagues at the same company. Different team members send overlapping messages, and nobody records why each business fits. When results disappoint, the team cannot tell whether the problem is targeting, timing, the offer or duplicate contact. The larger spreadsheet has concealed weak research and made useful learning much harder than it needed to be.
Hyper-targeting is not the same as stacking every possible filter. Excessive restrictions can remove relevant buyers whose titles or company descriptions differ from your assumptions. Start with a few strong criteria and inspect the results. Expand role variants when evidence supports doing so.
Public professional information still needs careful handling. Collect information relevant to the business conversation and keep access appropriate to the team. This course does not require private personal data, guessed contact details or an indiscriminate database of people unrelated to your offer.
Do this today · 30 minutes
Create ten prospect rows for your chosen niche, using public pages or a fictional dataset.
A document or spreadsheet and the public information described below. You can use the illustrative scenario without a website, paid account or live prospect.
Before: Disconnected profiles with duplicate companies and no contact rationale.
After: An account-based list with evidence, confidence, ownership and one coordinated next action.
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Review this worksheet after your next real conversation or campaign review. Record what changed, the evidence for that change and your next dated action.
Before you move on
Your researcher delivers sixty profiles from twenty companies. Several accounts have three executives listed, but the sheet lacks trigger links and ownership. You want to test one offer next week. What is the strongest next step before increasing outreach volume?
Next lesson →LinkedIn: Sales Navigator search filters
Lesson edition 1.0 · References reviewed 16 October 2026 · Practical exercise reviewed 16 October 2026. Examples are illustrative teaching scenarios.
Sitetrail service · Guest Post Marketplace
Choose from thousands of publications in the Sitetrail Guest Post Marketplace. Compare audience fit, relevance and budget, then select the opportunities that support your client’s campaign.
Build opportunities for relevant referral traffic, credible media presence and useful discovery. Your agency chooses the mix. Use the marketplace to support a deliberate outreach strategy, and explain the nature and terms of each selected opportunity clearly to your client.
Publication availability and terms vary. Evaluate each opportunity on its own merits; no ranking, coverage or AI citation outcome is guaranteed.
Build a pipeline you can deliver for.
Use the worksheets to turn each lesson into a real decision. Revisit your assumptions as you learn from prospects, clients and partners.
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