A 181-row lead list with a reason on every row

What do Apollo, ZoomInfo and Clay each cover?

Apollo and ZoomInfo are databases: hundreds of millions of contacts, filterable by firmographics, with ZoomInfo generally the enterprise pick and Apollo the value pick as of this writing. Clay calls enrichment providers in a waterfall for growth engineers composing their own pipeline.

None of them reads. No database column says "their careers page is hiring three SDRs, so they are scaling outbound". That signal is on a webpage, on all 264 of them.

From criteria to enriched rows in one pass

You write the criteria once. A companion sweeps a G2 category, an industry directory and portfolio pages in your logged-in session, then opens each company site and reads it against your criteria. Apollo and Crunchbase are native, so the right title and the funding stage arrive as tool calls rather than tabs.

Output: a Google Sheet, one row per company, with a column saying why each qualified. The playbook is how to automate list building.

A real run: 264 candidates in, 181 rows out

Target: Nordic B2B software companies, 20–200 heads, selling to mid-market. The companion sweeps two directories and a G2 category for 264 candidates, reads sites and careers pages, keeps 181, pulls size and funding through Crunchbase and finds a revenue-leader contact for 158 through Apollo.

You spot-check twenty rows, delete four, and hand the sales team a list you can defend.

What turns a list into a good list?

Criteria you wrote down. A companion applies your test to row 181 exactly as it applied it to row 1. For the ten named accounts your founder already wants, the job is research companies before sales calls instead.

Frequently asked questions