Key takeaways
- Person-level research answers what this individual owns and cares about, not what the company does.
- Time in the role changes what a person is likely to want.
- Recent public posts are the richest source; personal details are off limits.
- The output is one message angle, saved where the next person can see it.
What should person level research cover
Person level research should cover the reader's responsibilities, their time in the role, their public views and anything you share with them. Together these tell you what they care about and how to start the conversation.
- Role scope: what they own, who they report to and who reports to them.
- Tenure: how long they have been in the role, and where they were before.
- Public views: recent posts, talks, podcasts or articles.
- Shared context: mutual connections, events, a former employer or a common customer.
How do you research a prospect on LinkedIn
Research a prospect on LinkedIn by reading past the headline to the role description, the recent activity and the career history. The headline says how they want to be seen; the activity shows what they are thinking about now.
Look at what they comment on as well as what they post. A thoughtful comment on someone else's post often reveals a priority more clearly than their own polished updates.
Why does time in the role change the message
Time in the role changes the message because people new to a job and people long in one want different things. Someone a few months in is often reviewing tools and setting priorities, so a fresh approach is welcome.
Someone who has held the role for years usually built the current setup. Questioning it bluntly questions their work, so lead with what has changed around them rather than what is wrong.
What is off limits in prospect research
Personal life is off limits in prospect research: family, health, home address, personal social accounts and anything from a private source. Mentioning them in a first email turns attention into discomfort.
Keep to what the person published for a professional audience and what their employer published about them. Under GDPR, collect only what you need for the outreach and be ready to say where you found it.
How do you turn prospect research into one message angle
Turn prospect research into one message angle by joining three findings: what the person owns, what has changed for them and what you can help with. If you cannot join all three, use the two that connect best.
For example, a newly appointed head of support who recently posted about slow onboarding might hear an angle about the first month of a new customer. The example is illustrative; the angle comes from them, not from your product list.
How to research a prospect before reaching out, step by step
Five short checks, then one angle you can use.
- Read the person's current role and write one line on what they are likely responsible for.
- Note how long they have been in the role and where they worked before.
- Look at their recent public posts, comments, talks or articles for a view they hold.
- Check for shared context, such as a mutual connection, an event or a former employer.
- Write one message angle that joins their priority to your reason for writing, and save it on the contact record.
Where Pebbles Ai fits
- CapabilityProspecting & customer recordsLeads found with Find fresh leads arrive with personalisation angles from their public LinkedIn posts, falling back to role and company when they have not posted.
- CapabilitySocialboxWith your LinkedIn account connected, Socialbox search covers people, companies, jobs and posts, so you can look a prospect up without leaving Pebbles Ai.
- CapabilityResearch & analysisThe assistants read public web pages, such as a conference speaker page or an interview, and cite each source; they do not sign in to LinkedIn.
Common questions
How long should prospect research take?
A few minutes for most prospects and longer for a named target account. Stop when you have one angle you can stand behind.
Is it fine to mention something from a prospect's LinkedIn profile?
Yes, if it is professional and recent, such as a post or a role change. Avoid anything personal, even if it is visible.
Can AI research a lead before a cold email?
Yes, from public sources, with citations you should check. It cannot see anything behind a sign-in, and it cannot judge which detail the person would welcome being mentioned.
About this page. Written by the Pebbles Ai team for people who run sales, marketing and growth. Last updated .
