AI Prospecting for B2B Sales: A 7-Step Checklist for Reps

By Delos — 2026-11-12

A practical 7-step checklist to let an AI worker handle account research and drafting, while your reps keep the human conversations.

Why prospecting eats your week

Salesforce's State of Sales research, based on a survey of 7,700 sales professionals, found that reps spend only 28% of their working week actually selling. The other 72% goes to research, data entry, internal meetings and admin. Prospecting is the biggest slice of that overhead: finding the right accounts, checking whether they fit, hunting for a reason to reach out, then writing something that does not sound like a template.

That is exactly the work an AI worker does well: repetitive, rule-based, and heavy on reading public information. What it should not do is own the relationship. The checklist below draws that line explicitly.

!Share of a sales rep's working week spent selling vs other tasks

The 7-step checklist

!The 7-step loop, with the human review step highlighted

1. Define your ideal customer profile (ICP) in writing

Before any tool runs, write down industry, company size, geography, tech stack and the 3 triggers that signal a need (a funding round, a new executive, a hiring spike). An AI worker is only as precise as its brief. If two reps would read your ICP differently, the worker will too.

2. Build the account list from sources you can defend

Pull accounts from your CRM, your existing customers' lookalikes and public registries. Keep a source column for every account. If you cannot say where a name came from, do not contact it.

3. Enrich and score

Let the worker fill missing fields (headcount, sector, decision-makers' roles) and score each account against the ICP. Set a clear threshold: below it, the account is parked, not nurtured by hand.

4. Research buying signals

For the top-scored accounts, the worker reads recent press releases, job postings and public filings and writes a two-line summary: what changed, and why it might matter to your offer. This is the step that replaces 20 minutes of browser tabs per account.

5. Draft the outreach, one account at a time

Ask for a short message that cites one specific signal and one concrete benefit. Ban filler openers. Generate per account, never a mass template with a swapped first name.

6. Keep a human review gate

A rep reads and edits every message before it leaves. This is non-negotiable for brand risk and for compliance: in the EU, B2B outreach still falls under GDPR and national e-privacy rules, so check your legal basis and opt-out wording with the CNIL guidance or your DPO. The review also takes seconds when the draft is good, and it is where reps add the personal detail no tool can.

7. Send, measure, feed back

Track reply rate and meetings booked per signal type, not just per message. Feed the winners back into step 1 and 4. After two weeks you will know which triggers actually predict conversations.

What to hand over, what to keep

Hand over: list building, enrichment, scoring, signal research, first drafts, CRM updates. Keep: the first call, discovery questions, pricing discussions, and any account where the relationship already exists. A simple rule: if the task needs trust, a rep does it; if it needs reading, a worker does it.

A realistic first week

Day 1: write the ICP and the three triggers. Day 2: import 100 accounts and check sources. Day 3: run enrichment and scoring on all 100. Day 4: research signals for the top 20 and draft messages. Day 5: reps review and send, and you log the results. Start small: 20 well-researched messages beat 500 generic ones.

Mistakes to avoid

  • Skipping the written ICP and then blaming the tool.
  • Scoring without a threshold, so every account stays 'maybe'.
  • Sending drafts without review.
  • Measuring volume sent instead of meetings booked.
  • Using personal data without a documented legal basis.

Where Delos fits

Delos Workers include a sales prospector worker built for steps 2 to 5, connected to your CRM and mailbox, with your team approving what goes out. See how Workers are set up on our blog and at delos.so. Read our guide to lead qualification and the five-minute rule, and set budget controls with our guide to AI agent cost per run.

Your reps do not need more tools, they need more selling time. Use the checklist, start with 20 accounts this week, and measure meetings booked, not messages sent.