Account Executives (AEs) face increasing pressure to generate their own leads. In fact, according to a keynote speech at the recent HubSpot INBOUND 24 event, top-performing AEs should aim to self-source at least 30% of their sales pipeline.
With inbound leads becoming more expensive and less predictable and SDR teams stretched thin, self-sourcing is no longer just a nice-to-have skill - it’s essential.
But what does it really take to master the art of self-sourcing your pipeline? In this guide, we’ll break down proven strategies to help you take control of your sales process and consistently generate new opportunities. With the right approach, self-sourcing can boost your results and set you apart from the competition. Let’s dive right in.
Before we get too far, let's make sure we're on the same page. Self-sourcing your pipeline means generating your own leads and prospects through outbound efforts, rather than relying solely on inbound leads or sales development reps (SDRs). It’s about owning your success, creating more control over your sales process, and ultimately driving more revenue.
With the cost of money rising through higher interest rates it's not just inflation that's declining, so are inbound leads. B2B sales is tougher because of a combination of cost pressures and the need for continued growth, and top-performing AEs are adapting and self-sourcing at least 30% of their pipeline.
Why? Because it's all about ownership and consistency. When you self-source, you’re not dependent on marketing or SDRs to hit your targets. Plus, it allows you to:
The first step in self-sourcing is to make sure you're targeting the right people. You can't just go after everyone and anyone. You need to know exactly who your ideal customer is. Consider the following;
If you haven’t revisited your Ideal Customer Profile (ICP) recently, now’s the time to do it. Fine-tuning this will save you time and energy by ensuring you're focused on prospects that are more likely to convert.
A great ICP isn’t just a guess—it’s backed by data. Look at the accounts you’ve closed in the last year. What do they have in common? Things like company size, industry, job titles and challenges can help you paint a picture of your ideal prospects.
You now have the option to use AI to identify new ICPs that are a good fit for your products and services. HubSpot offers several specific AI tools to help identify new Ideal Customer Profiles (ICPs).
Key features include:
1. Discover Companies: This tool allows you to search for companies that match specific criteria, helping you find potential ICPs based on attributes like industry or size.
2. Company Lookup: Use this feature to gather detailed information about specific companies, enabling you to assess their fit as potential ICPs.
3. AI-driven Analytics: These insights can analyse existing customer data to identify patterns and characteristics that define your ideal customers.
4. Segmenting Tools: HubSpot's segmentation features help refine your audience based on various metrics, allowing you to target marketing efforts effectively.
example ICP
Once you have your ICP locked in, it’s time to segment and prioritise your accounts. This step is all about focus. You can’t chase every lead. Instead, focus on the highest-potential accounts that fit your ICP.
You can use account scoring models to rank your prospects based on factors like fit, timing and potential. This gives you a clear roadmap of where to spend your time.
When it comes to self-sourcing your pipeline, size matters - specifically, the size of your account list. You can’t effectively manage 100+ accounts and give them the attention they need. Instead, you should work with a smaller, more focused list of high-priority accounts.
A dynamic list allows you to adjust your focus as new accounts become high-priority or old ones fall out of the picture. Keeping your list manageable ensures that you can engage deeply with each prospect, building stronger relationships and increasing the likelihood of closing deals.
Let’s face it: prospecting is tough. It takes persistence and discipline. That’s why you need a plan to hold yourself accountable for the number of outreach activities you perform.
It’s not enough to just hope for the best. Set daily and weekly activity targets for yourself based on what it will take to reach your pipeline goals. How many calls, emails, and LinkedIn messages do you need to send every day?
Track your activities and make sure you're hitting your targets.
For B2B sales, it’s critical to multi-thread your outreach. This means reaching out to multiple people at a target account, not just one. The more contacts you can engage, the better your chances of getting in the door.
Nobody nails it on the first try. That’s why it’s important to review your progress regularly. Are your outreach activities converting? Where are you seeing success, and where are you struggling?
Use data to refine your approach. Look at open rates, response rates and meeting conversion rates. Are certain industries or personas responding better to your outreach? Use that data to tweak your strategy.
Outreach is the bread and butter of self-sourcing, but it’s not about spamming your prospects. It's about being targeted, persistent, and creative.
Effective outbound prospecting requires a mix of email, phone, and LinkedIn messages. Don’t rely on just one method. Studies show that using multiple channels increases your chances of getting a response.
When you reach out matters as much as how you do it. Use your golden hours (8am-3pm) for outbound efforts. These are the prime hours when decision-makers are most likely to respond. Save the admin work for later in the day.
Momentum is your best friend in sales. When things are going well, keep the ball rolling.
Riding that wave of success can help you stay motivated and boost your chances of converting more prospects.
If you’re lucky enough to have an SDR team, make sure you’re working closely with them. You can tag-team accounts, with SDRs focusing on lower-level contacts while you go after decision-makers. This division of labor maximises your coverage and efficiency.
Self-sourcing is like going to the gym—you need to stay consistent to see results. The more you build the habit of prospecting, the better you’ll get at it. Block off at least an hour a day for prospecting and stick to it. Over time, that discipline will pay off in the form of more meetings and more closed deals.
Self-sourcing your pipeline can feel like a daunting task, but with the right strategy, it becomes manageable—and even exciting. By nailing down your ICP, segmenting and prioritising accounts, staying accountable, and consistently refining your outreach, you'll take control of your pipeline and your success. It’s all about putting in the effort now to build a steady stream of opportunities in the future.
If you need more information on self sourcing your pipeline, get in touch for a free no obligation chat. Use this meeting link to set up a chat with one of our team.