A modern guide to turning cold leads into paying customers using proven frameworks, tools, and automation.
1. Lead Generation
Lead generation is the process of attracting and converting strangers into prospects.
Sources include:
- Inbound: SEO, paid ads, social media content, landing pages, referral programs.
- Outbound: Cold outreach via email, LinkedIn, calls. Tools: Apollo, Clay, Instantly.ai, PhantomBuster.
Example: Use LinkedIn Sales Navigator with PhantomBuster to scrape leads in SaaS and push to a Google Sheet.
2. Lead Capture
Capture lead information automatically using forms, chatbots, or lead magnets.
Key data: name, email, phone, company, interest.
Best tools: Typeform, HubSpot forms, Webflow forms connected via Zapier or n8n.
**Example:** Use a Webflow landing page + Typeform + n8n to push to Airtable.
3. Lead Enrichment
Enrich leads with missing data like revenue, tech stack, or job title using APIs.
Tools: Clearbit, Hunter, Apollo, Dropcontact.
Example: Automatically enrich new leads added to Airtable using Clearbit API in n8n.
4. Lead Scoring / Qualification
Use scoring models to prioritize leads:
- BANT (Budget, Authority, Need, Timing)
- CHAMP (Challenges, Authority, Money, Prioritization)
Assign score and route leads: >70 = SQL, <70 = MQL.
Example: Use GPT + Zapier to auto-qualify based on lead message and job title.
5. Outreach / First Contact
Initiate contact via email, call, or DM.
Cold Email Best Practices:
- Personalized subject lines
- Clear CTA
- Short and value-focused
Tools: Instantly.ai, Lemlist, Smartlead.ai
Example: A/B test subject lines and message bodies in Instantly and track replies.
6. Appointment Setting
Automate with tools like Calendly or custom Google Calendar integration.
Include:
- Reminders
- Context gathering forms
- CRM logging
Example: Use n8n to trigger reminder emails and update CRM when Calendly booking is made.
7. Sales Call / Discovery
Use frameworks like SPIN or MEDDIC to uncover needs.
Questions to ask:
- Whats your biggest challenge today?
- Who else is involved in the decision?
Record calls (Zoom), transcribe (Otter), and push insights to CRM.
Example: Use Fireflies.ai or Grain to transcribe and auto-tag call notes.
8. Proposal / Demo
Send custom proposals using PandaDoc or Notion templates.
Include:
- Pain-point summary
- Custom pricing
- Timeline & next steps
**Example:** Use Notion + Super.so to create dynamic proposal pages with embedded Loom demos.
9. Objection Handling / Negotiation
Common objections:
- Too expensive
- Not the right time
- Need to check with team
Handle with:
- ROI case studies
- Limited-time discounts
- Social proof
**Example:** Use snippets in Superhuman or Gmail to quickly respond with objection-handling templates.
10. Close / Contract Signed
Use e-signature tools (PandaDoc, DocuSign) for fast close.
After signature:
- Invoice (Stripe, QuickBooks)
- Onboarding sequence starts
**Example:** Auto-send onboarding email and payment link after contract signed in PandaDoc.
11. Post-Sale / Handoff
Handoff to account manager or success team.
Steps:
- Internal handoff notes
- Kickoff meeting
- Access/setup guide
**Example:** Auto-create Slack channel and Notion onboarding page via n8n.
12. Follow-up / Retargeting
If deal is lost:
- Add to nurture sequence
- Retarget with LinkedIn/Facebook ads
- Recheck in 3 months
Example: Use CRM stage change to trigger nurture flow via Customer.io or MailerLite.