Build a Prospect List in 30 Minutes for Under £100

The Problem

You have written your ICP statement. You have your cold email formula ready. You understand who you are selling to and what pain you solve.

But you have no one to send it to.

You are staring at an empty spreadsheet. Your product is ready. Your message is ready. Your list is not.

Now you face the classic early-stage trap: spend money you do not have on expensive data tools, or spend time you do not have manually searching LinkedIn profile by profile.

Neither option makes sense at your stage. You need 50 to 100 good prospects to test your outreach. Not 10,000. Not a "database subscription." Just enough to validate whether your ICP and messaging actually work.

This tactic shows you how to build that list in 30 minutes for under £100. Often for £0.

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Why Current Approaches Fail

The "buy a list" approach

You pay £500 for a pre-built list of "VPs of Marketing at SaaS companies." The list arrives. You start sending. Half the emails bounce. B2B contact data decays at 2.1% per month. That is 22.5% annually. The list you bought was compiled six months ago. A quarter of it is already dead. You paid for ghosts.

The "manual LinkedIn search" approach

You open LinkedIn. You search "VP Sales SaaS." You get 500,000 results. You start clicking profiles one by one. Copy name. Copy company. Copy title. Paste into spreadsheet. After an hour, you have 30 prospects and a headache. This does not scale. And you still do not have their emails.

The "scrape everything" approach

You install a Chrome extension that promises to export thousands of leads. It works. You now have 2,000 names. But 2,000 names without precision is noise. You have "marketing" people from companies ranging from 5 employees to 50,000. You have "managers" and "directors" and "associates" all mixed together. Volume without targeting is the Targeting Tax in action. You will waste hours sorting through irrelevant contacts.

The "spend £500/month on tools" approach

You sign up for ZoomInfo or Cognism or a full Apollo subscription. Enterprise-grade data. Beautiful dashboards. Powerful filters. Massive overkill. You need 50 prospects to test your hypothesis. You do not need a platform designed for teams sending 10,000 emails per month. You are burning runway on infrastructure you will not use for six months.

The "let AI do everything" approach

You buy an AI SDR tool. It promises to find prospects, write emails, and send them automatically. It blasts 1,000 messages in your first week. Response rate: 0.2%. The AI targeted based on vague parameters because you never defined your ICP with precision. AI amplifies whatever you point it at. Point it at garbage filters, you get garbage results at scale.

Every one of these approaches fails for the same reason: they skip the translation step. Your ICP statement contains targeting logic. That logic must be translated into specific, actionable filters before any tool can help you.

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The Unlock

Your ICP statement is your search filter. You just need to translate it.

Remember the sentence from the ICP tactic:

"For [user_description] who experience [current_pain], 
my product achieves [outcome] by [mechanism]."

That user_description is not just a sentence. It is a set of filter criteria waiting to be extracted:

• "VPs of Sales" = Title filter + Seniority filter
• "at B2B SaaS companies" = Industry filter + Keywords filter
• "50-200 employees" = Company headcount filter
• "who are scaling their SDR team" = Spotlight filter (job postings)

Every word in your ICP statement maps to a search parameter. The founders who struggle with list building are not missing tools. They are missing the translation layer between their ICP and their filters.

AI does not replace this precision. AI accelerates it. Claude translates your ICP statement into filter logic. Google Sheets cleans your export. You stay in control of the targeting decisions that matter.

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The Tactic

The 30-minute workflow has four steps. Each step uses a different tool. The total cost is £0 if you use free trials and free tiers. Maximum £99 if you pay for one month of Sales Navigator.

Step 1: Translate ICP to Filters with Claude (5 minutes)

Do not guess at your filters. Let AI do the translation work.

Open Claude (or ChatGPT). Paste this prompt:

Here is my ICP statement:

"For [paste your full ICP statement here]"

Translate this into LinkedIn Sales Navigator search filters. Give me:

1. LEAD FILTERS
   - Job titles (with Boolean string for variations)
   - Seniority level
   - Function
   - Keywords to include in search

2. ACCOUNT FILTERS
   - Industry/industries
   - Company headcount range
   - Headquarters location
   - Keywords for company description

3. SPOTLIGHT FILTERS (trigger events to prioritise)
   - Which Spotlights to enable and why

4. EXCLUSIONS
   - What to explicitly exclude to avoid noise

Be specific. I want to copy these directly into Sales Navigator without modification.

Claude will output something like this:

LEAD FILTERS:
- Job titles (Boolean): "VP of Sales" OR "Vice President of Sales" OR "Head of Sales" OR "Sales Director"
- Seniority: VP, Director
- Function: Sales
- Keywords: B2B, SaaS, enterprise sales

ACCOUNT FILTERS:
- Industry: Computer Software, Internet
- Company headcount: 51-200
- Headquarters: United States, United Kingdom
- Company description keywords: SaaS, subscription, B2B

SPOTLIGHT FILTERS:
- Enable "Posted on LinkedIn in past 30 days" (active users respond more)
- Enable "Job changes in past 90 days" (new roles = new initiatives)
- Enable "Funding events in past 12 months" (budget available)

EXCLUSIONS:
- Exclude "Sales Operations" (different buyer)
- Exclude "Sales Enablement" (different buyer)
- Exclude companies under 50 employees (too small)
- Exclude companies over 500 employees (different buying process)

Review the output. AI proposes, you decide. If something looks off, adjust it. You know your market better than Claude does.

Step 2: Build the Search in Sales Navigator (10 minutes)

Open LinkedIn Sales Navigator. If you do not have an account, start the free trial. You get 30 days. That is more than enough time to build and test your first list.

Click "Lead filters" at the top of the page.

Apply the filters Claude generated:

Lead filters section:

1. In the "Title" field, enter the Boolean string: "VP of Sales" OR "Vice President of Sales" OR "Head of Sales" OR "Sales Director"
2. Set "Seniority level" to VP and Director
3. Set "Function" to Sales

Account filters section:

4. Set "Company headcount" to 51-200
5. Set "Industry" to Computer Software
6. In "Keywords," add: SaaS, B2B, subscription

Spotlight filters section:

7. Enable "Posted on LinkedIn in past 30 days"
8. Enable "Changed jobs in past 90 days" (optional but recommended)

Exclusions:

9. In the Title field, add exclusions: NOT "Operations" NOT "Enablement" NOT "Assistant"

Click "Search."

You should see a list of 500 to 5,000 results depending on how specific your filters are. If you see more than 10,000, your filters are too broad. Add more constraints. If you see fewer than 100, loosen one filter at a time.

Save the top 100 prospects to a Lead List. Name it something specific like "VP Sales B2B SaaS 50-200 Jan 2026."

Step 3: Enrich with Emails via Apollo (5 minutes)

Sales Navigator gives you names and titles. It does not give you email addresses. For that, you need an enrichment tool.

Apollo.io has a free tier that includes:

• 10,000 email credits per month (for finding emails)
• 10 export credits per month (for downloading to CSV)

For your first list of 50-100 prospects, the free tier is enough.

Option A: Search directly in Apollo

If your filters are simple, you can skip Sales Navigator entirely and search in Apollo:

1. Go to Apollo.io and create a free account
2. Click "Search" and then "People"
3. Apply the same filters Claude generated
4. Apollo will show you prospects with emails already attached
5. Select the ones you want (up to 10 on free tier for export)
6. Click "Export" and download the CSV

Option B: Enrich your Sales Navigator list

If you already have a Sales Navigator list:

1. From your saved Lead List, copy the LinkedIn profile URLs
2. In Apollo, go to "Enrich" and select "People"
3. Paste the LinkedIn URLs
4. Apollo will match profiles and return email addresses
5. Export to CSV

The free tier limits you to 10 exports per month. If you need more, the Basic plan is £49/month and gives you 1,000 export credits. Still far cheaper than enterprise data tools.

Step 4: Clean the List with Google Sheets and AI (10 minutes)

Your CSV export will have noise. Some emails will be missing. Some titles will be inconsistent. Some companies will have slipped through that do not match your ICP.

Import the CSV into Google Sheets. Then use Claude to write cleaning formulas.

Paste this prompt into Claude:

I have a prospect list in Google Sheets with these columns:
- First Name (Column A)
- Last Name (Column B)
- Title (Column C)
- Company (Column D)
- Email (Column E)
- Company Size (Column F)
- LinkedIn URL (Column G)

Write me Google Sheets formulas to:

1. Flag rows where email is empty (add "MISSING EMAIL" in Column H)
2. Flag rows where company size is outside 50-200 range (add "WRONG SIZE" in Column H)
3. Identify potential duplicate companies (add "POSSIBLE DUPLICATE" in Column H)
4. Create a "Ready to Send" column (Column I) that shows TRUE only if no flags exist

Give me the exact formulas I can paste into each cell.

Claude will output formulas like:

Column H (Flags) - paste in H2 and drag down:
=IF(E2="","MISSING EMAIL",IF(OR(F2<50,F2>200),"WRONG SIZE",IF(COUNTIF(D:D,D2)>1,"POSSIBLE DUPLICATE","")))

Column I (Ready to Send) - paste in I2 and drag down:
=IF(H2="",TRUE,FALSE)

Paste these formulas. Filter the sheet to show only rows where "Ready to Send" is TRUE.

You now have a clean list of prospects who:

• Match your ICP filters
• Have verified email addresses
• Are not duplicates
• Are ready for outreach

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The Formula

Here is the complete translation matrix from ICP statement to search filters:

ICP Statement Element	Sales Navigator Filter	Example
Job title	Title (with Boolean)	"VP of Sales" OR "Head of Sales"
Seniority	Seniority level	VP, Director, C-Suite
Department/function	Function	Sales, Marketing, Engineering
Company size	Company headcount	51-200, 201-500
Industry	Industry	Computer Software, Financial Services
Company type	Keywords in company description	SaaS, B2B, subscription
Geography	Headquarters location	United States, United Kingdom
Trigger events	Spotlights	Job changes, Funding, Job postings
Exclusions	NOT in Boolean string	NOT "Operations" NOT "Assistant"

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Worked Example

Let me walk through a real example from start to finish.

The ICP Statement:

"For VPs of Sales at B2B SaaS companies (50-200 employees) who are struggling to scale their SDR team, Remotir builds predictable pipeline without adding headcount by deploying demand gen that feeds AEs directly."

Step 1: Claude Translation

I paste the ICP statement into Claude with the prompt template. Claude returns:

LEAD FILTERS:
- Title (Boolean): "VP of Sales" OR "Vice President of Sales" OR "VP Sales" OR "Head of Sales" OR "Sales Leader"
- Seniority: VP
- Function: Sales

ACCOUNT FILTERS:
- Industry: Computer Software, Information Technology and Services
- Company headcount: 51-200
- Headquarters: United States
- Company keywords: SaaS, B2B, subscription software

SPOTLIGHT FILTERS:
- Enable: "Posted on LinkedIn in past 30 days" (active users)
- Enable: "Changed jobs in past 90 days" (new VPs have new initiatives)
- Enable: "Company posted jobs" (hiring = growing = budget)

EXCLUSIONS:
- NOT "Sales Operations"
- NOT "Sales Enablement" 
- NOT "Regional" (want company-wide leaders)

Step 2: Sales Navigator Search

I open Sales Navigator. Apply each filter:

• Title: "VP of Sales" OR "Vice President of Sales" OR "VP Sales" OR "Head of Sales" NOT "Operations" NOT "Enablement" NOT "Regional"
• Seniority: VP
• Function: Sales
• Company headcount: 51-200
• Industry: Computer Software
• Headquarters: United States
• Spotlights: Posted on LinkedIn in 30 days ✓

Result: 847 leads.

Good. Specific enough to be relevant, broad enough to have options.

I scroll through the first 20 results. They look right: VPs of Sales at companies like Gong, Outreach, Salesloft competitors. Exactly my target.

I select the top 100 and save to a Lead List.

Step 3: Apollo Enrichment

I go to Apollo. I run the same search with the same filters.

Apollo finds 612 matching contacts with email addresses attached.

I select 50 (staying within free tier limits for testing). Export to CSV.

Step 4: Sheets Cleaning

I import the CSV to Google Sheets. 50 rows.

I paste Claude's cleaning formulas:

• Column H flags: 3 rows have missing emails. 2 rows have company size showing 250 (data mismatch).
• Column I "Ready to Send": 45 rows show TRUE.

I filter to Ready = TRUE.

Final Output:

45 prospects. Each one:

• VP of Sales or equivalent
• At a B2B SaaS company
• 50-200 employees
• Based in the US
• Has a verified email address
• Posted on LinkedIn recently (active)

Total time: 28 minutes.

Total cost: £0 (used free trials and free tiers).

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Why This Works

Precision beats volume. 50 prospects who match your ICP will outperform 500 random contacts. Response rates to targeted outreach run 3-5x higher than spray-and-pray. You are not trying to reach everyone. You are trying to reach the right 50 people.

Fresh data beats purchased lists. When you search in real-time, you get current information. The person is still at that company. The email still works. Purchased lists are archaeological artifacts. B2B data decays at 22.5% per year. A six-month-old list has lost 11% of its accuracy before you send a single email.

AI handles tedium, you maintain control. Claude translates your ICP to filters in 30 seconds. That translation would take you 10 minutes of trial and error. Sheets formulas clean your list automatically. But you still decide who to target. You still review the output. AI accelerates your judgment. It does not replace it.

The ICP statement keeps you honest. Without a written ICP statement, filters become arbitrary. "Let me try Marketing too." "Maybe I should include smaller companies." Each loosening of criteria adds noise. The ICP statement is your anchor. If a filter does not serve the statement, do not add it.

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Common Failures

Going too broad from the start. You search "sales" and get 2 million results. You add "VP" and get 500,000. You think "more options is better." It is not. More options is more noise. Tight filters produce prospects you can actually reach with relevant messages. Start narrow. Expand only if you cannot find 50 good matches.

Skipping the ICP statement. You jump straight to Sales Navigator and start clicking filters based on intuition. "Director seems right." "Let's try Financial Services." Without the ICP statement, you have no logic connecting your filters. You are guessing. Write the statement first. Then translate it.

Ignoring Spotlight filters. Spotlights show trigger events: job changes, recent posts, funding announcements. These are signals of activity and urgency. A VP who just started a new role three months ago is more likely to make changes than one who has been in seat for five years. A company that just raised funding has budget to spend. Enable Spotlights. Prioritise prospects with triggers.

Letting AI define your ICP. AI can translate your ICP to filters. It cannot define your ICP. That requires talking to customers. That requires understanding why people buy. If you ask Claude "who should I target?" you will get a generic answer based on patterns in its training data. Your ICP comes from your market knowledge. AI just helps you operationalise it.

Skipping the human review. Claude suggests "Head of Sales" as a title variation. But "Head of Sales Operations" also contains "Head of Sales." That is a different buyer. Always review AI-generated filters before running your search. Always scan the first 20 results to verify quality. AI makes mistakes. Catch them before you build a list on a broken filter.

Exporting more than you need. You have 1,000 export credits. You export 1,000 contacts. Now you have 1,000 people to email. You will not email 1,000 people this month. You will email 50-100. Export what you can actually use. Test your messaging. Refine your ICP. Then export more.

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Quick Reference

Tools Required (All Have Free Tiers):

• LinkedIn Sales Navigator: 30-day free trial, then £99/month
• Apollo.io: Free tier includes 10,000 email credits, 10 exports/month
• Claude or ChatGPT: Free tier sufficient
• Google Sheets: Free

Time Breakdown:

• ICP to filter translation: 5 minutes
• Sales Navigator search: 10 minutes
• Apollo enrichment: 5 minutes
• Sheets cleaning: 10 minutes
• Total: 30 minutes

Cost Breakdown:

• Minimum: £0 (all free tiers)
• Maximum: £99 (one month Sales Navigator)
• Typical: £49 (Apollo Basic for more exports)

Output:

• 50-100 ICP-matched prospects
• Verified email addresses
• Ready for outreach today

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Next Tactic

You have your list. Now you need to write emails that get responses.

Read: Getting Your First 10 Customers

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Full methodology: ICP Architecture