Welcome to Module 1: Prospecting & Positioning

Prospecting is a vital part of the sales process and directly impacts your ability to maximize earning potential. It should be your #1 priority and a daily activity to build and maintain a healthy pipeline. Below are some strategies, tips and tools to help you identify the right prospects.

We historically win in these industries:

Explore Tailored Playbooks for Your Market

Looking to level up your sales conversations? Head over to CMG Local Solutions’ Playbooks page, where you’ll find a suite of industry-specific playbooks — from Automotive and Healthcare to Home Services, Law Firms, Franchises, and beyond.

These guides are packed with insights, strategies, and real-world examples tailored to each vertical — making it easier for you to speak confidently and strategically with prospects in your space.

How to use them:

• Browse the playbooks aligned with your target industries

• Download the ones that are most relevant to your accounts

• Incorporate key tactics into your sales conversations, proposals, and outreach

Trust us — investing a few minutes in these resources can make a big difference in how you position CMG’s offerings.

Click Here to View the Playbooks!

Here are some strategies to build a qualified lead list (in addition to the technology CMG provides you)

Building a qualified lead list is a critical part of daily sales activities. In addition to leveraging the technology and data CMG provides, here are proven strategies to help you identify new opportunities:

1. Competitive Media

• Look at who is already advertising in your market — both traditional (TV, radio, print, billboards) and digital (display, video, social, search).

• If a business is actively investing in advertising, they’re likely open to additional marketing solutions — making them a strong prospect.

2. Networking

• Face-to-face and virtual networking are still powerful ways to connect with potential clients.

• Engage in your local business community through groups like:

  • BBB (Better Business Bureau)

  • Chambers of Commerce

  • Local Business Alliances

  • Professional or industry-specific business groups on Facebook

  • Nextdoor (virtual networking resource)

Tip: Regularly attend events and participate in discussions to build visibility and credibility.

3. Referrals

• Ask current clients for referrals — this is one of the highest-converting lead sources.

• Encourage clients to introduce you to partners, suppliers, or peers who might benefit from your services.

• Make it easy for clients by providing a short “referral script” they can use.

Tip:  Referring your contacts to your clients business is a great way to earn referrals! (when appropriate)

4. Trigger-Based Prospecting

• Timing matters. Use triggers across multiple platforms to reach out when businesses are most receptive:

• New business openings or expansions

• Seasonality (In other Resources section)

• Leadership promotions or changes

• Google Trends, news alerts, or industry developments

Tip: Setting automated alerts allows you to contact prospects during critical moments when marketing is top-of-mind, giving you a competitive edge.

ZoomInfo

• Identify and build lead lists using ZIs company and contact data within certain verticals, categories of intent, and/or by job titles.

• Export contact lists directly into Hubspot to upload into tailored sequences. 

Topline

Gives you category-specific insights, advertiser intelligence, and real-time market data that help you find businesses who are actively spending — or should be.

• Identify active advertisers in your category or market and see where they’re currently investing (radio, TV, digital, competitors, etc.).

• Learn about franchise opportunities and programs that your prospects might not even know about.

• Pull category insights to understand industry trends, challenges, and opportunities. These insights become strong conversation starters and help you tailor your CNA questions.

• Use their advertiser reports to validate why a prospect should be advertising now and how market conditions are impacting their category.

• Pull personality insights about your prospects so you can feel confident and tailor your communication to fit their style.

Media Monitors

Call on businesses already spending money on advertising and position your company as a smarter, more data-driven alternative.

• Identifies active advertisers already investing in media — great signals for potential leads.

• Reveals competitor activity, helping you target brands spending with other stations or agencies.

• Uncovers new prospects entering the market or increasing ad frequency.

• Helps you time your outreach by spotting new campaigns or creative changes that suggest budget availability.

LinkedIn

Connect, engage and communicate with prospects.

• Find key contacts (marketing directors, owners, CMOs) and connect directly.

• Research company updates — new hires, expansions, product launches — that signal opportunity.

• Engage with content from prospects to build awareness before outreach.

• Leverage mutual connections for warm introductions or credibility boosts.

Google Alerts

Stay informed about prospects and industries so your outreach is always timely, relevant, and informed.

• Tracks prospect news (expansions, new locations, funding, awards) to find timely conversation starters.

• Monitors industry trends that might affect local advertisers’ needs or ad budgets.

• Alerts you to competitor activity or new campaigns in your market.

These quick, repeatable actions help sellers stay proactive, informed, and focused on the right prospects. Each tool plays a unique role — together, they create a daily system that fuels consistent pipeline growth.

Media Monitors

Goal: Identify advertisers currently investing in media — warm leads who already believe in advertising.

Daily Routine (5 minutes)

• Check the day’s activity for your market or category.

• Spot new or returning advertisers who weren’t active last week or month.

• Note competitor activity — which businesses are running elsewhere.

• Add qualified prospects to your outreach list or HubSpot pipeline.

• Use insights in outreach:

• “I noticed you’ve been running ads with [station/competitor]. Many advertisers are adding digital video to increase reach — can I show you what that looks like?”

LinkedIn

Goal: Connect with and learn about decision-makers before outreach.

Daily Routine (5 minutes)

• Search one target company — identify marketing or business development contacts.

• Send one personalized connection request.

• Engage with one post from a target or client (like, comment, or share).

• Review your feed for trigger events (new hires, openings, awards).

• Save key prospects in your Sales Navigator or contact list.

• “I saw your post about your new product launch — congrats! How are you planning to get the word out locally?”

Google Alerts

Goal: Track business and industry news to uncover warm triggers for outreach.

Daily Routine (5 minutes)

• Open your alert summary (check your inbox or Google Alerts dashboard).

• Scan for timely triggers — expansions, awards, partnerships, or new campaigns.

• Flag relevant stories and connect them to potential marketing opportunities.

• Add new alerts as you identify new verticals or high-value prospects.

• “I saw your company just expanded into Nassau County — that’s exciting! We work with several brands reaching that audience.”

ZoomInfo

Goal: Build targeted lists of qualified prospects and uncover verified contact info.

Daily Routine (5 minutes):

• Search by category or region (e.g., “auto dealers, Long Island”).

• Filter by job title (Marketing Director, Owner, VP Sales, etc.).

• Save or export top prospects to HubSpot or your outreach list.

• Check recent updates — funding, company growth, or tech changes.

• Review one prospect’s profile for insights before outreach.

• “I noticed your company recently expanded your service area — we’re helping other [industry] brands drive awareness as they scale.”

Identifying prospects is the first step, but now it’s time to book meetings. It takes multiple touchpoints and quality VBRs to differentiate yourself with prospects and secure time on their calendar. Building relevant VBRs: A solid Valid Business Reason (VBR) is the first step in getting clients to book a meeting with you. Here are some different examples and ways to build VBRs.

1. Process & Approach

The differentiator: We don’t just sell products — we diagnose the business problem, connect their goals to the right solutions, and use data to drive everything we recommend.

How to turn it into a VBR:

• Focus on how our process reduces risk and guesswork for the client.

• Use language that shows you’re not calling to sell them something today — you’re calling to understand what’s working, what’s not, and how to improve efficiency or outcomes.

• Position yourself as a consultant, not a vendor.

Example VBR:

"The number one complaint I hear from business owners is that their marketing is not producing a ROI.  We know this is because  these marketing companies aren't fixing the real problem but throwing your money at it.  With our process, we start with the foundation of your business first. "

2. Bleeding Edge of Digital Marketing

The differentiator: CMG leverages advanced tools like AIM Data, real-time behavioral targeting, AI-driven audience modeling, and integrated attribution — capabilities that most local competitors don’t have.

How to turn it into a VBR:

• Highlight access to capabilities the prospect can’t get elsewhere locally.

• Focus on simplifying an increasingly complex digital landscape.

• Tie bleeding-edge tools back to something they care about: accuracy, efficiency, and better performance.

Example VBR:

“With the shifts in consumer behavior  many local businesses are struggling to reach the right customer. We have access to real-time, AI-driven audience intelligence that’s helping companies in your category find in-market consumers faster. I’d love to show you what that looks like for your business.”

3. Radical Transparency

The differentiator: Clients see everything: where campaigns run, how dollars are allocated, what’s performing, and where optimizations come from.

How to turn it into a VBR:

• Use transparency as a trust builder.

• Lean into pain points: past partners who oversold, underdelivered, or didn’t explain their results.

• Position transparency as the cure for “I’ve tried this before and it didn’t work.”

Example VBR:

“I often hear from businesses that they’ve invested in digital but didn’t really know what they were paying for. Our model is built on radical transparency — we show you exactly what you’re getting and how it’s performing. If you’ve ever had that experience, I think you’d appreciate a different kind of conversation.”

4. Our People

The differentiator: This is our strongest differentiator. Competitors can copy products, pricing, or tactics — they cannot copy our talent, our team’s expertise, or the level of support CMG offers.

How to turn it into a VBR:

• Focus on expertise, responsiveness, and ongoing strategy — not transactional sales.

• Position your team as an extension of their business, not an add-on or outsourced partner.

• Show the value of having experienced marketers, analysts, and strategists behind their campaigns.

Example VBR:

“Our clients work with us because they get real partners — people who show up with ideas, not just dashboards.  We like to think of ourselves as an extension of marketing team. If you want a team that’s proactive and plugged into your goals, I’d love to connect for a quick conversation.”

Sales Prospecting Calendar

Similar to trigger based prospecting, understanding your prospects seasonal calendar allows you to write better VBRs.  Seasonal conversations show you're thinking about their business and objectives before they tell you it's important.

Click to Download the Calendar!

Why Seasonal Calendars Matter

1. Anticipate Needs Before They’re Voiced

• Prospects often don’t know they need help until pain peaks.

• Using a calendar, you can reach out when they are most receptive, showing you understand their business and priorities.

2. Increase Relevance and Credibility

• Timing your outreach around industry events, seasonality, or demand spikes demonstrates market awareness.

• This positions you as a trusted advisor, not a salesperson.

3. Create Consultative Conversations

• Seasonal insights allow you to ask insightful questions tied to actual business challenges:

“Many dental offices see appointment dips in August — how are you planning to fill your calendar this month?”

• These questions spark dialogue about strategy and solutions, not products.

How Seasonal Calendars Inform VBRs

Practical Tips for Using Your Seasonal Calendar in VBRs

1. Combine Calendar + Pain Points

• Identify when pain peaks for each vertical.

• Example: HVAC maintenance spikes in Jan (cold snap) → outreach about booking capacity and call scheduling.

2. Reference Trends in Outreach

• Mention seasonality and market behavior in emails, calls, or LinkedIn messages.

• Shows insight and relevance:

“I noticed many MedSpas slow down in July. Some of our clients have increased bookings by targeting local searchers. How are you handling this summer dip?”

3. Align CNA Questions with Timing

• Ask questions that make sense in the context of the season:

• “How confident are you that your campaigns can convert during your peak months?”

• “Do you have a plan to maintain revenue during your slower season?”

4. Validate Insights With Data

• Use Google Trends, AIM Data, or industry reports to confirm patterns.

Prospects respond when you address their challenges, not when you list product features. Using product benefits to solve a specific pain point builds credibility and positions you as a trusted advisor, which is the essence of a Value-Based Relationship (VBR).

Why It Matters

• Pain points drive conversations: Every prospect has challenges — operational, seasonal, or strategic. Recognizing them shows you understand their business.
  
  

• Benefits are the bridge: Product benefits are most effective when they directly solve a prospect’s challenge.
  
  

• VBRs start with empathy: Demonstrating understanding and offering a tailored solution builds trust, rather than pushing a product.

Framework: Pain → Benefit → Conversation Starter

1. Identify the Pain Point
Research the industry and prospect’s business.

2. Highlight the Relevant Benefit
Focus on what the product does to make the pain go away, not the feature itself.

3. Use as a Conversation Starter
Ask questions that invite discussion about the pain and desired outcome.

Examples of Pain → Benefit → Conversation starter

• Pain: Not showing up online organically

• Benefit: Increased visibility through SEO, local search optimization, or targeted content strategies.

Conversation Starter:

“I’ve noticed many businesses in your space struggle to appear in search results when prospects are looking for services. How confident are you that potential customers can actually find you online?
 Some of our clients have improved visibility by optimizing key pages and targeting specific local search terms — it’s helped drive more qualified leads without extra ad spend.”

• Pain: Can't convert people who are visiting our website

• Benefit: Conversion optimization, retargeting, or better messaging that turns traffic into leads.

Conversation Starter:

“A lot of teams see traffic on their site but struggle to convert visitors into actual leads. How are you currently turning visitors into customers? We’ve helped similar businesses use personalized landing pages and retargeting campaigns to increase conversion rates, often doubling the leads from existing traffic.”

• Pain: We aren’t getting the right types of customers (can’t afford our services)

• Benefit: Targeted audience segmentation, smarter prospecting, or AI-driven insights to reach ideal customers.

Conversation Starter:

“Some businesses attract lots of inquiries, but many aren’t the right fit. How are you ensuring your marketing is reaching the customers who can actually buy?  Our approach identifies in-market prospects and filters for the right budget and fit, helping teams focus on the leads that convert into long-term, profitable customers.”

Outreach strategy

Combine automation, personalization, and human interaction to create consistent, meaningful touchpoints that build trust and drive meetings.  Your outreach should not be a single channel (just like our campaigns). In a world where everyone wants a piece of the pie, it's important to be persisitent, think outside the box and use multiple channels for outreach.

Hubspot Sequences

Sequences are useful in many scenarios, but when it comes to booking an appointment, it's important to remember how we are using them for different prospects.

• Automatic steps are meant for colder leads that you are just trying to guage interest with.

• Manual steps are great for more personalized emails to warmer leads, but can be incorporated into sequences that also have automatic steps. 

• The Right Way to Use Calendar Links:

  • Always include it in auto emails
     Because automation requires low friction.

  • In manual emails, pair it with a specific time suggestion
     This dramatically increases reply rates because it gives them two options

  • Use shorter meeting lengths when possible
     “10 minutes” converts better than “30 minutes.”

  • Re-send the link in follow-ups

     HubSpot will automatically include it, but reference it again for clarity
    

Phone Call

Phone calls are one of the fastest ways to break through the noise — when they’re done right.  Most decision-makers are drowning in emails, and swiping away generic LinkedIn pitches. A well-timed, well-prepared phone call cuts through instantly and creates a human connection that’s hard to replicate elsewhere.

LinkedIn Messages

LinkedIn is one of the most powerful channels for warm outreach — but only when it’s used intentionally. Your prospects get dozens of generic “Let’s connect!” messages every week. The sellers who win are the ones who think creatively, personalize their approach, and use LinkedIn as a relationship-building tool, not a sales pitch machine.

• Warm up before you reach out:  Don’t go straight for the ask. Build micro-touchpoints first so your name becomes familiar.

  • View their profile (yes — they’ll see it)

  • Engage with 2–3 of their posts over the course of a few days

  • Comment thoughtfully, not generically

  • React to company announcements or hiring updates

  • Follow their company page

• Personalize the connection request: A great connection request is specific, human and intentional.  Here are some examples to draw insp from:

  • “Saw your post on customer retention in home services — great insight on seasonality. Would love to connect and follow more of your thoughts.”

  • “Noticed we share clients in the health & wellness space — always looking to trade learning with other leaders. Let’s connect?”

  • “Loved your recent rebrand. Curious how you’re approaching digital adoption heading into next quarter.  Do you have time for coffee this week?"

Drop-ins

It doesn’t hurt to also drop your business card as you frequent places in your market. Starting conversations with local business owners outside of work is a great way to establish credibility and trust.

• Getting past the gatekeeper:  Often times, sellers get discouraged that they can't get past the gatekeeper (it's what they were hired to do)! However, gatekeepers can often be your greatest ally. 

  • Do your homework: Reference specific insights about the business or industry in your outreach. Gatekeepers are more likely to pass you through if you sound informed.

• Be human: Gatekeepers can sense a “sales pitch” tone a mile away.

  • ALWAYS ask for their name and shake hands if appropriate

  • NEVER say you want to talk to the decision maker about advertising

  • NEVER say you want to speak with the owner

  • ALWAYS connect (pay attention to what's on their desk for convo starters)

• Use authority and purpose: “I’m calling regarding marketing opportunities with [station/brand name]. We’ve worked with several local businesses in your category — is [decision maker’s name] available for a quick conversation?”

• Name-drop credibility: Mention similar clients, campaigns, or results (without oversharing confidential details).

• Ask for help, not permission: “Can you point me in the right direction?” feels less intrusive than “Can I speak with...?”

• “I was following up on a note I sent to John, but honestly, you probably know more about what’s going on than anyone else. Can I get your quick read before I waste John’s time?”

SMS Text

Texting should never be your first touch. It meant for very warm leads.

•  Texting is great for:

  • Confirming interest

  • Setting or confirming a meeting

  • Reminding the prospect of an upcoming meeting

  • Light follow ups

We have learned how to find leads and what to say to them, but HOW should we connect with our prospects?  CMG provides many tools for you to use in order to amplify your outreach efforts.  Depending on the stage you are at with your prospect, there are a combination of ways that you can connect with them. Below is a thermometer that shows the best tactics for each stage.