In the world of email marketing, the quality of your leads is just as important as the effectiveness of your messaging. Targeting the right audience with personalized, relevant content is the key to driving engagement and conversions. I decided before we jump into prompt engineering, we would cover how to find leads and collect data on them. In this article, we’ll explore the process of finding and enriching leads on a budget using powerful tools like Apollo and Clay, ensuring that your email campaigns reach the right people with maximum impact.


Identifying Your Target Audience

Before diving into the lead generation process, it’s crucial to revisit your Ideal Customer Profile (ICP). Your ICP is a detailed description of the perfect customer for your product or service, including demographics, firmographics, pain points, and buying behaviors. By clearly defining your target audience, you can focus your lead-generation efforts on the most promising prospects.

Sourcing Leads with Apollo

Apollo is a powerful lead generation tool that allows you to search for and export high-quality leads based on your ICP criteria. To get started, navigate to the Apollo and sign up for an account, I believe they have a free tier that should work for this.

I was once a partner in a start-up that did AI lead qualification through a chatbot and our main target was real estate agents and people in the residential real estate industry. I still have some of that knowledge kicking around up there so here is a quick rundown using that ICP. 

  • Set your industry filter, e.g., “Real Estate”
  • Specify the country, e.g., “United States” and continue to drill down on location as necessary.
  • Use ChatGPT to generate a list of relevant job titles for your target audience, e.g., “Real Estate Agent,” “Property Consultant,” “Sales Representative”
  • If comfortable with Boolean search, input the job titles into Apollo’s search filters, using quotation marks.
  • Exclude irrelevant job titles, such as those related to commercial real estate or property management, to refine your search results

By carefully selecting your search criteria, you can ensure that the leads you export from Apollo are highly relevant to your target audience, increasing the likelihood of successful email outreach. This is a very deep subject and takes time and testing to dial in the best audience. I recommend creating a little tracking sheet so that you can keep track of your targeting as it evolves.

Enriching Lead Data with Clay

Once you’ve exported your leads from Apollo, the next step is to enrich their profiles with additional information. This is where Clay comes in. I recently found Clay and so far it has been a great experience and so far has been a great data enrichment tool that allows you to import your lead data and enhance it with valuable insights, such as company size, revenue, and technology stack as well as insights on your prospects, I particularly like the Linkedin profile information for things such as education, position, about section, achievements and other things the prospect finds important enough to put on their profile..

To use Clay for lead enrichment:

  1. Import your lead data from Apollo into Clay
  2. Map the data fields to ensure that the information is correctly categorized
  3. Run the enrichment process, which will add new data points to your lead profiles
  4. Export the enriched lead data for use in your email marketing campaigns

By enriching your lead data with Clay, you gain a more comprehensive understanding of your prospects, enabling you to craft highly targeted and personalized email content.

Here is a quick video from Clay caught me up to speed pretty quick.

Putting It All Together

I’ve created this walkthrough that demonstrates how to find, enrich, and validate your leads. By following these steps or one of your own, you can begin to create a list for your B2B marketing efforts and understand the data available to you for the next stage of this process which is prompt engineering. 


Finding and enriching high-quality leads is a critical component of successful email marketing. By using tools like Apollo, Clay, and BulkEmailChecker, you can streamline the lead generation process, enhance your lead data, and ensure that your email campaigns reach the right audience. This data becomes even more impactful when combined with effective prompt engineering, which we will discuss in the next article.

Stay tuned for our next article, where we’ll explore prompt engineering and some of the best strategies to use current Large Language Models (LLMs) like GPT-4 and Anthropic’s Claude successfully at scale for your marketing efforts.