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Apollo Search Setup
Exact filters, industry priorities, buying signals — do this before building any lists
Who iPlanRx Targets — Know This Cold
Understand the two prospect tracks
Every prospect Ben works falls into one of two tracks. Know which track you're in before you search — it changes everything about which sequence you use and what you say.
Track 1 — School Districts (iCHRA)
Wisconsin K-12 school districts. All 413 are pre-scored in the iCHRA Calculator. These are the highest-value prospects — a single district can mean 50–300 employees on iCHRA. Use the iCHRA Calculator CSV to build your list. DO NOT search Apollo for these — the data is already done.
Track 2 — Small Employers (iCHRA + Harmonic Risk)
Wisconsin businesses with 10–200 employees. These are the Apollo search targets. CEO/Owner is the primary decision-maker. Healthcare costs are their #1 or #2 expense after payroll — and most don't know there's a better option.
💡 iPlanRx's offer to both tracks is the same: a free Benefits Scorecard — a one-page analysis showing what they're overpaying and what they could save. That's the only ask in every Touch 1.
Wisconsin K-12 school districts. All 413 are pre-scored in the iCHRA Calculator. These are the highest-value prospects — a single district can mean 50–300 employees on iCHRA. Use the iCHRA Calculator CSV to build your list. DO NOT search Apollo for these — the data is already done.
Track 2 — Small Employers (iCHRA + Harmonic Risk)
Wisconsin businesses with 10–200 employees. These are the Apollo search targets. CEO/Owner is the primary decision-maker. Healthcare costs are their #1 or #2 expense after payroll — and most don't know there's a better option.
Know the decision-maker hierarchy by persona
| Persona | Title(s) to search | Why they care | Sequence |
|---|---|---|---|
| School District | Superintendent, District Administrator | Healthcare is 2nd largest budget line after staff — every dollar saved goes back to classrooms | Batch 1 |
| District Finance | Business Manager, CFO, Director of Finance | They sign the checks — they feel the renewal pain most directly | Batch 2 |
| Employer CEO | CEO, Owner, Founder, President, Managing Partner | Healthcare costs hit EBITDA and make hiring harder — they want control | Batch 1 |
| Employer HR | HR Director, HR Manager, People Operations, Benefits Manager | They manage plan complexity and employee complaints — they want a better solution | Batch 2 |
| CESA Exec | Executive Director, CEO | They serve all districts in their region — one yes = access to 30+ districts | Batch 3 |
| Chamber President | President, CEO, Executive Director | Members ask about benefits constantly — being the one who solved it = credibility | Batch 3 |
Exact Apollo Company Search — Small Employers
Navigate to Apollo Company Search and set base filters
In Apollo → left sidebar →
Search → Companies. You'll see a filter panel on the left. Set these base filters first — they apply to every employer search you ever run:
Base filters — set these every time:
• Location → State: Wisconsin (start here — expand to Michigan, Minnesota, Illinois later)
• Employee Count: check boxes for
• Exclude Industries: Government, Education, Non-profit (those are your district/multiplier track)
⚠️ The employee count range in Apollo's Phase 3 instructions says 50–500 — ignore that. iPlanRx's sweet spot is 10–200. Larger companies have procurement processes and existing broker relationships that are much harder to displace.
• Location → State: Wisconsin (start here — expand to Michigan, Minnesota, Illinois later)
• Employee Count: check boxes for
1–10, 11–50, 51–200 — check all three• Exclude Industries: Government, Education, Non-profit (those are your district/multiplier track)
Set industry filters — in priority order
Not all industries are equal for iPlanRx. Work through them in this order — highest benefits cost pain first. Run a separate search for each industry and save as its own list so you can track performance by industry.
💡 Build Wave 1 = Construction + Manufacturing. Get those sequences running and results back to Tom. Then expand to Waves 2 and 3.
| Priority | Industry | Why high priority | Apollo Industry Term |
|---|---|---|---|
| 1st | Construction | Physical labor workforce = high claims risk = sky-high premiums. Owners feel it every renewal. | Construction |
| 2nd | Healthcare — Clinics & Practices | Physician-owned groups, dental practices, home health agencies — high staff turnover means benefits are a direct recruiting weapon. Owner/Managing Partner is the decision-maker. They understand cost transparency better than anyone. | Medical Practice, Dental, Health Care, Home Health, Veterinary |
| 3rd | Manufacturing | Hourly workforce, tight margins, benefits are a major cost center and retention tool. | Manufacturing |
| 4th | Transportation / Trucking | Driver shortage makes benefits a recruiting weapon — and premiums are brutal. | Trucking, Transportation, Logistics |
| 5th | Wholesale / Distribution | Mid-size workforce, often overlooked by brokers, receptive to cost-savings pitch. | Wholesale |
| 6th | Auto Dealers | High W-2 payroll, commission-based staff, owners are business-savvy and cost-conscious. | Automotive |
| 7th | Hospitality / Food Service | High turnover + part-time workforce = iCHRA's flexibility is a natural fit. | Restaurants, Hospitality |
| 8th | Professional Services | Law firms, accounting, engineering — white-collar, benefits-aware, quality matters to them. | Legal, Accounting, Engineering |
Save each search as a named Apollo list
After applying filters, click
Save Search (top right of results) and use this naming convention so your lists stay organized:
List naming convention:
Examples:
•
•
•
Run a maximum of 75 contacts per sequence wave. Check open rates before scaling. Tell Tom results after week 2.
WI [Industry] Companies — [Employee Range] — Wave [#] — [Month Year]Examples:
•
WI Construction Companies — 10-200 — Wave 1 — Apr 2026•
WI Manufacturing Companies — 10-200 — Wave 1 — Apr 2026•
WI Transportation Companies — 10-200 — Wave 2 — May 2026
Exact Apollo People Search — Finding the Right Contact
Set up your People search for employer CEO/Owner contacts
In Apollo →
Search → People. Filter by your saved Company list first, then add these title filters:
CEO/Owner People search filters:
• Current Company: select your saved WI industry company list
• Job Title (keywords — include ALL of these):
"CEO" · "Owner" · "Founder" · "President" · "Managing Partner" · "Managing Member" · "Principal"
• Seniority: C-Suite, Owner, Founder (use Apollo's seniority filter as a backup)
• Location: Wisconsin
Save as:
💡 Apollo sometimes surfaces both an "Owner" and a "CEO" at the same company — pick one. Go with whoever has the more senior title. If equal, go with the one that has a verified email.
• Current Company: select your saved WI industry company list
• Job Title (keywords — include ALL of these):
"CEO" · "Owner" · "Founder" · "President" · "Managing Partner" · "Managing Member" · "Principal"
• Seniority: C-Suite, Owner, Founder (use Apollo's seniority filter as a backup)
• Location: Wisconsin
Save as:
WI [Industry] — CEO/Owner — Wave [#]
Set up your People search for HR Director contacts (200+ employee companies)
For companies with 100–200 employees, also run an HR Director search. These contacts go into the Employer — HR Director sequence (Batch 2).
HR Director People search filters:
• Current Company: your saved company list, filtered to 100–200 employees only
• Job Title keywords: "HR Director" · "HR Manager" · "Human Resources Director" · "Benefits Manager" · "People Operations" · "VP of HR" · "Chief People Officer"
• Location: Wisconsin
Save as:
⚠️ Do NOT add HR Directors to the CEO sequence or vice versa. The messaging is completely different. Keep these lists separate at all times.
• Current Company: your saved company list, filtered to 100–200 employees only
• Job Title keywords: "HR Director" · "HR Manager" · "Human Resources Director" · "Benefits Manager" · "People Operations" · "VP of HR" · "Chief People Officer"
• Location: Wisconsin
Save as:
WI [Industry] — HR Director — Wave [#]
Verify email quality before adding anyone to a sequence
Apollo assigns an email confidence level to every contact. Only add contacts with verified or high-confidence emails to sequences. Here's the quick rule:
Email confidence rules:
• ✅ Verified (green checkmark) — add to sequence
• ✅ Likely valid — add to sequence
• ⚠️ Guessed / Risky — skip or manually verify first
• ❌ Invalid / Bounced — never add, remove from list
In People search results, use the
• ✅ Verified (green checkmark) — add to sequence
• ✅ Likely valid — add to sequence
• ⚠️ Guessed / Risky — skip or manually verify first
• ❌ Invalid / Bounced — never add, remove from list
In People search results, use the
Email Status filter and select "Verified" and "Likely Valid" only. This takes 10 seconds and protects your sender reputation.
Buying Signals — How to Spot a Hot Prospect
Know what a "ready to buy" signal looks like in Apollo
Not all prospects are equally ready. These signals mean someone is more likely to respond right now — prioritize them at the top of your sequence queue:
🔥 Highest urgency signals:
• Headcount growth 10–30% in last 12 months — more employees = bigger renewal bill coming. Filter in Apollo's Company search under "Growth." If a 50-person company added 10 people, their next renewal will be a shock.
• New CEO, Owner, or HR Director hired in last 6 months — new leaders re-evaluate every vendor. They haven't renewed yet on their watch — they're open to hearing alternatives.
• Q4 outreach (Oct–Dec) — peak renewal season. Companies renewing Jan 1 are making decisions in Oct–Nov. This is your highest-leverage prospecting window of the year.
⚡ Medium urgency signals:
• Company hired 3+ people with "HR" or "Benefits" in their title recently — they're building infrastructure
• Company moved to a new location — often triggers a benefits review
• Recent job postings mention benefits as a selling point — they're trying to compete and struggling
💡 When you see a headcount growth signal on a construction or manufacturing company, that's a Priority 1 prospect. Move them to the top of your daily add queue and personalize the Touch 1 email with a growth reference: "Noticed [Company] has been growing — that usually means your next renewal is going to sting."
• Headcount growth 10–30% in last 12 months — more employees = bigger renewal bill coming. Filter in Apollo's Company search under "Growth." If a 50-person company added 10 people, their next renewal will be a shock.
• New CEO, Owner, or HR Director hired in last 6 months — new leaders re-evaluate every vendor. They haven't renewed yet on their watch — they're open to hearing alternatives.
• Q4 outreach (Oct–Dec) — peak renewal season. Companies renewing Jan 1 are making decisions in Oct–Nov. This is your highest-leverage prospecting window of the year.
⚡ Medium urgency signals:
• Company hired 3+ people with "HR" or "Benefits" in their title recently — they're building infrastructure
• Company moved to a new location — often triggers a benefits review
• Recent job postings mention benefits as a selling point — they're trying to compete and struggling
Set up a saved Apollo search alert for buying signals
Apollo lets you save searches and get notified when new companies match. Set up these two saved searches and check them every Monday morning:
Saved Alert 1 — Growing WI Employers:
Filters: Location = Wisconsin · Employees = 10–200 · Industries = Construction + Manufacturing + Transportation · Headcount Growth = Positive
Save as:
Saved Alert 2 — New Leadership at WI Employers:
Filters: Location = Wisconsin · Employees = 10–200 · Same industries · Job Title changed in last 90 days (CEO, Owner, HR Director)
Save as:
Every Monday: check both saved searches for new entries. These go straight to the top of your sequence queue for the week.
Filters: Location = Wisconsin · Employees = 10–200 · Industries = Construction + Manufacturing + Transportation · Headcount Growth = Positive
Save as:
ALERT — Growing WI EmployersSaved Alert 2 — New Leadership at WI Employers:
Filters: Location = Wisconsin · Employees = 10–200 · Same industries · Job Title changed in last 90 days (CEO, Owner, HR Director)
Save as:
ALERT — New WI Leadership HiresEvery Monday: check both saved searches for new entries. These go straight to the top of your sequence queue for the week.
Geographic Expansion — Hot iCHRA States
Know the state expansion wave plan — and lead with the right hook per state
iPlanRx is expanding beyond Wisconsin. Each state has a specific reason iCHRA works better there than group insurance — use the state-specific hook in your Touch 1 subject line and opening sentence when prospecting outside Wisconsin.
Wave 1 — Indiana + Michigan (Start Now)
Indiana: Individual premiums 18–45% cheaper than group in every county. PLUS Indiana offers a $400/employee tax credit in year 1 and $200 in year 2 for businesses with 50 or fewer employees that adopt iCHRA. This is a built-in close argument — no other state has this active today. Lead with: "Indiana just made switching to iCHRA even cheaper — there's a $400/employee tax credit most business owners don't know about."
Michigan: Adjacent to Wisconsin — familiar carrier landscape, competitive individual market, no learning curve for Ben. Treat like an extension of the WI playbook.
Wave 2 — Ohio (Next Priority)
Individual health insurance is more affordable than small group coverage in EVERY county in Ohio — no exceptions. That's a blanket statement you can use in every Touch 1. Lead with: "Ohio is one of the few states where iCHRA saves money in literally every county — including yours."
Wave 3 — Georgia + North Carolina (Expand Here Next)
Georgia: Individual premiums 12–57% cheaper than group — widest savings range of any state. Nearly every county favorable. Fast-growing business economy, less broker competition than Midwest.
North Carolina: Strong individual market, meaningful individual-vs-group cost differences, one of the fastest-growing states for construction, manufacturing, and healthcare practices — all iPlanRx target industries.
Wave 4 — Kentucky + South Carolina
Kentucky: Individual premiums 11–45% cheaper than group in almost every county. Lead with: "Kentucky employers are overpaying for group health — the individual market is cheaper in nearly every county."
South Carolina: Individual cheaper than group in every county. Strong market, limited iCHRA broker competition.
Wave 5 — Texas (Pre-Position Now)
Texas has a new iCHRA tax credit program for small businesses (1–50 employees) taking effect in 2026 — applications open January 2027. Start building your Texas prospect list now so you're ready to activate the moment that opens. Lead with: "Texas is about to make iCHRA even more valuable for small businesses — and most owners don't know it yet."
Bonus — Wisconsin iCHRA tax credit pending
Wisconsin's Assembly passed an iCHRA tax credit bill in February 2026 — Senate still in committee. When this passes, add it to your WI Touch 1 immediately. Watch for updates from Tom.
Indiana: Individual premiums 18–45% cheaper than group in every county. PLUS Indiana offers a $400/employee tax credit in year 1 and $200 in year 2 for businesses with 50 or fewer employees that adopt iCHRA. This is a built-in close argument — no other state has this active today. Lead with: "Indiana just made switching to iCHRA even cheaper — there's a $400/employee tax credit most business owners don't know about."
Michigan: Adjacent to Wisconsin — familiar carrier landscape, competitive individual market, no learning curve for Ben. Treat like an extension of the WI playbook.
Wave 2 — Ohio (Next Priority)
Individual health insurance is more affordable than small group coverage in EVERY county in Ohio — no exceptions. That's a blanket statement you can use in every Touch 1. Lead with: "Ohio is one of the few states where iCHRA saves money in literally every county — including yours."
Wave 3 — Georgia + North Carolina (Expand Here Next)
Georgia: Individual premiums 12–57% cheaper than group — widest savings range of any state. Nearly every county favorable. Fast-growing business economy, less broker competition than Midwest.
North Carolina: Strong individual market, meaningful individual-vs-group cost differences, one of the fastest-growing states for construction, manufacturing, and healthcare practices — all iPlanRx target industries.
Wave 4 — Kentucky + South Carolina
Kentucky: Individual premiums 11–45% cheaper than group in almost every county. Lead with: "Kentucky employers are overpaying for group health — the individual market is cheaper in nearly every county."
South Carolina: Individual cheaper than group in every county. Strong market, limited iCHRA broker competition.
Wave 5 — Texas (Pre-Position Now)
Texas has a new iCHRA tax credit program for small businesses (1–50 employees) taking effect in 2026 — applications open January 2027. Start building your Texas prospect list now so you're ready to activate the moment that opens. Lead with: "Texas is about to make iCHRA even more valuable for small businesses — and most owners don't know it yet."
Bonus — Wisconsin iCHRA tax credit pending
Wisconsin's Assembly passed an iCHRA tax credit bill in February 2026 — Senate still in committee. When this passes, add it to your WI Touch 1 immediately. Watch for updates from Tom.
How to set up Apollo searches for each expansion state
The same filters from the employer search section apply to every state — just swap the Location filter. Here's the exact Apollo setup for each wave:
For each new state: Search → Companies → Location → [State] → Employee Count: 1–10, 11–50, 51–200 → Industries: Construction, Healthcare, Manufacturing, Transportation → Save as:
Example saved search names:
Run Wisconsin sequences first. Once open rates are above 25% and reply rates above 3%, start Wave 1. Expand one wave at a time.
⚠️ Do NOT prospect all states simultaneously. Deliverability and reply rates will suffer. Master Wisconsin first, prove the sequences work, then expand wave by wave. Tell Tom before activating each new state.
[STATE ABBREV] [Industry] Companies — Wave [#] — [Month Year]Example saved search names:
IN Construction Companies — Wave 1 — Apr 2026MI Healthcare Clinics — Wave 1 — Apr 2026OH Manufacturing Companies — Wave 2 — May 2026GA Construction Companies — Wave 3 — Jun 2026Run Wisconsin sequences first. Once open rates are above 25% and reply rates above 3%, start Wave 1. Expand one wave at a time.
When Prospects Reply — What to Say
Know the 3 most common objections and exactly how to respond
When someone replies, that's a win — even if it's a "no thanks." Your job is to keep the conversation alive and move toward a Scorecard call. Here's exactly what to say:
⚠️ The moment anyone replies — whether positive, negative, or neutral — pull them out of the automated sequence and into a personal conversation. Copy Tom on any reply that isn't a hard unsubscribe. Your job is to surface interest. Tom's job is to close it.
| They say... | You say (exact reply guidance) |
|---|---|
| "We already have a broker." | Don't argue. Say: "That's great — there are times when we work alongside the current broker. What we do at this phase is show you the options your current broker may not be offering. In this scope we're working with you as an advisor and uncovering alternative risk-mitigating strategies and solutions. It's a free 20-minute look. Worth a quick call to see if there's money being left on the table?" Then forward the reply thread to Tom immediately. |
| "We just renewed." | Say: "Perfect timing actually — the best time to look at alternatives is right after a renewal, when you have 10–11 months before the next decision. We can do a free Scorecard now so you have options ready when renewal comes. When's a good 20 minutes?" |
| "We're too small for this." | Say: "Actually our sweet spot is exactly your size — 10 to 200 employees. That's where the legacy group insurance market overcharges most, and where iCHRA creates the biggest savings. It costs nothing to see your Scorecard." |
| "Not interested." | Say: "Totally understand — I'll leave you alone. If your renewal ever gets painful, we'll be here. One last question: is it the cost that's the issue, or something else?" (Sometimes they'll tell you something useful. If they say "cost," that's a soft yes.) |
| "Send me more info." | This is a warm lead. Do NOT send a brochure. Say: "Happy to — easiest way is a 20-minute Scorecard call where I can show you what it looks like for your specific situation. Here's my calendar: [Calendly link]. Pick whatever works." Then immediately text Tom. |
Apollo → AgencyBloc — Logging Converted Prospects
Understand the Apollo → AgencyBloc handoff (manual for now)
Apollo is your prospecting tool. AgencyBloc is iPlanRx's CRM — it's where a prospect officially becomes a client record. Right now, this handoff is manual. Here's exactly when and how to do it:
When to log in AgencyBloc:
• A prospect books a Scorecard call → log immediately
• Tom says "this one is moving forward" after a call → log that day
• A prospect requests a proposal → log before sending
What to log in AgencyBloc:
• Create a new Group record: Company name, contact name, title, phone, email
• Add an Activity: "Scorecard Call Booked — [Date]" assigned to Tom
• Add a note: which Apollo sequence they came from + which touch got the reply
Why this matters:
AgencyBloc is how Tom tracks pipeline, Susie manages onboarding, and the team knows who's in what stage. If it's not in AgencyBloc, it doesn't exist for the rest of the team.
💡 A direct Apollo → AgencyBloc integration is on the iPlanRx roadmap. Until then, this is your manual bridge. Takes 3 minutes per converted prospect — worth every second.
• A prospect books a Scorecard call → log immediately
• Tom says "this one is moving forward" after a call → log that day
• A prospect requests a proposal → log before sending
What to log in AgencyBloc:
• Create a new Group record: Company name, contact name, title, phone, email
• Add an Activity: "Scorecard Call Booked — [Date]" assigned to Tom
• Add a note: which Apollo sequence they came from + which touch got the reply
Why this matters:
AgencyBloc is how Tom tracks pipeline, Susie manages onboarding, and the team knows who's in what stage. If it's not in AgencyBloc, it doesn't exist for the rest of the team.
1
Account Setup
Connect your email, install Chrome extension, configure safety limits
Login & Email Connection
Log into Apollo
Go to app.apollo.io in Chrome. Use your iPlanRx login credentials Tom set up for you. Make sure you land on the Apollo dashboard — you should see a left sidebar with Search, Engage, Lists, and Tasks.
Connect your iPlanRx email
Click the gear icon (⚙) in the bottom-left →
Mailboxes → Connect Mailbox. Select Google/Gmail. Sign in with your iPlanRx Google Workspace email (ben@iplanrx.com or similar). Grant the permissions Apollo requests.
⚠️ Do not skip this step — Apollo cannot send any emails until your mailbox is connected. Everything depends on this.
Verify your email is connected
Back in Mailboxes, your iPlanRx email should appear with a green checkmark. If it shows an error, disconnect and reconnect. If it still fails, let Tom know — it may need a Google Workspace permission change.
Chrome Extension
Install the Apollo Chrome Extension
Go to Chrome Web Store → search "Apollo.io" → Install the official Apollo extension. Once installed, you'll see the Apollo icon in your Chrome toolbar. This lets you pull contact info from any website or LinkedIn profile — you'll use it constantly for finding district and employer contacts.
Test the extension on a school district website
Go to any Wisconsin school district website (e.g. gbaps.org for Green Bay). Click the Apollo icon in your toolbar. It should show a panel with contacts it's found at that organization. You don't need to save anything yet — just confirm it's working.
Safety Limits — Critical
Set your daily email sending limit to 50
Go to ⚙ Settings →
Mailboxes → click your email → find Daily Sending Limit. Set it to 50 emails per day maximum.
⚠️ This is not optional. Sending too many emails too fast from a new domain will get your email flagged as spam — and it can permanently damage iPlanRx's sender reputation. Start at 50/day for the first 2 weeks, then increase to 75, then 100.
Turn on "Stop sequence on reply"
In Settings →
Sequences (or in each individual sequence you build), find the option Stop sequence when prospect replies. Make sure this is turned ON. This prevents Apollo from sending follow-up emails to someone who has already responded — which would be embarrassing and unprofessional.Turn on out-of-office detection
In the same settings area, find
Out-of-office detection and turn it ON. Apollo will pause the sequence automatically when it detects an auto-reply, and resume when the person returns. This prevents you from burning through touches while someone is on vacation.2
Build the 8 Sequences in Apollo
Load all email copy from the Sequence Library into Apollo's sequence builder
How to Build a Sequence in Apollo
Navigate to Sequences
Click
Engage in the left sidebar → Sequences → click New Sequence (blue button, top right). Give the sequence a name matching the table below. Select Manual mode for now — this lets you review before Apollo sends anything.Add an email step
Inside the sequence builder, click
Add Step → Automatic Email. This creates Touch 1. Set the timing to Day 0 (send immediately when prospect is added). Then:
Where to get the copy:
Open the Apollo Sequence Library on ichra.ai → silver-bullit/apollo-sequences.html → find the matching sequence → click the touch tab → use the Copy button to copy the email body → paste it into Apollo's email editor.
Add phone/task steps for call touches
For Touch 2 (Phone — Day 3), click
Add Step → Phone Call. Set timing to Day 3. In the notes field, paste the phone script from the Sequence Library. Apollo will create a call task in your Tasks queue on that day — it tells you exactly who to call and shows you the script.
💡 The voicemail script goes in the "Voicemail" notes field if Apollo offers it, or just include it at the bottom of the call script notes.
Repeat for all 5 touches, then save
Each sequence has 5 touches (or 4 for multiplier tracks, 3 for re-engagement). Follow the timing from each batch file. When all touches are added, click
Save. The sequence is ready — but don't add any prospects yet until Phase 4.Build All 8 Sequences — One at a Time
Build all 8 sequences using this reference table
| Sequence Name in Apollo | Batch | Touches | Timing |
|---|---|---|---|
| District — Superintendent | Batch 1 | 5 | Day 0/3/7/12/18 |
| Employer — Owner/CEO | Batch 1 | 5 | Day 0/3/7/12/18 |
| Employer — HR Director | Batch 2 | 5 | Day 0/3/7/12/18 |
| District — Business Manager/CFO | Batch 2 | 5 | Day 0/3/7/12/18 |
| Multiplier — CESA Executive Director | Batch 3 | 4 | Day 0/4/10/21 |
| Multiplier — Chamber President/CEO | Batch 3 | 4 | Day 0/4/10/21 |
| Multiplier — Association Exec Director | Batch 4 | 4 | Day 0/4/10/21 |
| Re-Engagement — All Segments | Batch 4 | 3 | Day 0/14/30 |
3
Build Your Prospect Lists
School districts via iCHRA Calculator CSV · Employers via Apollo search · Multipliers manually
List 1 — School Districts (Use iCHRA Calculator)
Open the iCHRA District Opportunity Calculator
Go to ichra.ai → click the iCHRA District Opportunity Calculator card. This is your primary source for school district prospect data — all 413 Wisconsin districts are pre-scored and ranked.
Filter to your target districts
Use the filter buttons to narrow your list. Recommended starting filters:
Best starting filters:
• Fully Insured (314 districts) — all districts on traditional group plans, highest iCHRA conversion potential
• 50%+ Market Gap (23 districts) — districts paying the most above market, highest urgency
• By CESA — filter to your priority region first (start with CESA 7 — Brown County / Green Bay area)
• 50%+ Market Gap (23 districts) — districts paying the most above market, highest urgency
• By CESA — filter to your priority region first (start with CESA 7 — Brown County / Green Bay area)
Export to Apollo CSV
Click the
Export to Apollo CSV button. This downloads a file with district name, score, tier, premium data, savings story, and CESA. Save it to your desktop as districts-priority-[date].csv.Import to Apollo as a Company list
In Apollo →
Companies → Import → upload your CSV. Map the columns: District Name → Company Name, CESA → Custom Field, Score → Custom Field. Name the list WI Districts — Priority [Date].
💡 Once districts are in Apollo as companies, you can search for contacts (superintendents, business managers) within each district using Apollo's People search filtered by company.
Find superintendent contacts for your top 20 districts
In Apollo →
Search → People → filter by:
Search filters to use:
• Company: select from your imported district list
• Title keywords: "superintendent" OR "district administrator"
• Location: Wisconsin
Save results to a People List called
• Title keywords: "superintendent" OR "district administrator"
• Location: Wisconsin
Save results to a People List called
District Superintendents — Priority Wave 1
List 2 — Small Employers (Apollo Search)
Search for Wisconsin employers in Apollo
Go to
Search → Companies and use these filters:
Company search filters:
• Location: Wisconsin
• Employee count: 50–500
• Industries: Manufacturing, Healthcare, Professional Services, Construction, Retail (start with Manufacturing — highest benefits cost exposure)
• Exclude: Government, Education (those are your district track)
Save as
• Employee count: 50–500
• Industries: Manufacturing, Healthcare, Professional Services, Construction, Retail (start with Manufacturing — highest benefits cost exposure)
• Exclude: Government, Education (those are your district track)
Save as
WI Employers — Manufacturing Wave 1
Find Owner/CEO contacts at those companies
In
Search → People, filter by your employer company list and title keywords: "owner" OR "CEO" OR "president" OR "founder". Save to Employer Owners — Wave 1.
💡 For companies with 200+ employees, also find the HR Director. Add them to a separate list for the HR Director sequence.
List 3 — Multiplier Contacts (Manual Research)
Find the 12 CESA Executive Directors
There are only 12 CESAs in Wisconsin — find each Executive Director manually. Search each CESA's website directly (cesa1.k12.wi.us through cesa12.k12.wi.us). Get name, email, and phone. Add them to a People List called
CESA Executive Directors — All 12.
💡 Use the Apollo Chrome extension on each CESA website to pull contact data automatically where available.
Find Wisconsin Chamber Presidents — Priority Markets
Start with the highest-value Chambers in your region:
Priority Chambers (start here):
Green Bay Area Chamber · Greater Madison Chamber · Fox Cities Chamber · Oshkosh Chamber · Wausau Chamber · Wisconsin Rapids Chamber · Sheboygan Chamber · Appleton Chamber
Find the President/CEO of each on their website or LinkedIn. Save to
Find the President/CEO of each on their website or LinkedIn. Save to
Chamber Presidents — Priority Markets.
Find Association Executive Directors — Priority 3
Start with the highest-multiplier associations:
Priority Associations (start here):
WASB (wasb.org) · WASDA (wasda.org) · WMC (wmc.org) · NFIB Wisconsin · SHRM Wisconsin
Find the Executive Director or CEO of each. Save to
Find the Executive Director or CEO of each. Save to
Association Exec Directors — Priority.
4
Launch Protocol
Pilot batch first · Test emails to Tom · Approve and go live
Before You Send Anything
Send a test email to Tom for every sequence
In each sequence, use Apollo's
Send Test Email function. Send Touch 1 to tom@iplanrx.com (or whatever Tom's email is). Tom should review:
Tom reviews for:
• Does it sound right? Tone matches iPlanRx voice?
• Are the [brackets] filled in correctly?
• Does the Calendly link work?
• Is the signature showing correctly?
Get Tom's approval on all 8 sequences before adding any real prospects.
• Are the [brackets] filled in correctly?
• Does the Calendly link work?
• Is the signature showing correctly?
Fill in your Calendly link everywhere
Search every sequence for the placeholder text
[Calendly link] and replace it with your actual Calendly URL. Create your Calendly at calendly.com if you haven't yet — set it up for a 20-minute meeting called "iPlanRx Benefits Scorecard Review." Get Tom's approval on the Calendly setup before going live.Replace all [phone] placeholders with your actual number
In every email signature, replace
[phone] with your direct iPlanRx phone number. Do the same for [email] in breakup email signatures.Pilot Launch
Start with a pilot batch of 10–15 school districts
Pick 10–15 districts from your Priority Wave 1 list. Before adding them to the sequence, pull each one in the iCHRA Calculator and fill in the real premium number and plan type in each Touch 1 email. Do NOT use the template placeholders for districts — personalize every single one.
⚠️ Personalization is what makes the school district sequence work. "[District Name] benefits — pulled something worth your 20 minutes" only lands if the email actually contains their real data.
Add the 10–15 prospects to the District — Superintendent sequence
In Apollo → open the
District — Superintendent sequence → click Add Prospects → select from your People List. Apollo will schedule Touch 1 immediately (or at your next sending window). Watch your Tasks queue — Touch 2 call tasks will appear in 3 days.Report results to Tom after week 1
After the first week, report these numbers to Tom:
Weekly report metrics:
• Emails sent / open rate / reply rate
• Calls made / live answers / voicemails left
• Meetings booked
• Any replies — share the exact text with Tom
This data tells us whether the sequences need tuning before scaling to 100+/week.
• Calls made / live answers / voicemails left
• Meetings booked
• Any replies — share the exact text with Tom
This data tells us whether the sequences need tuning before scaling to 100+/week.
5
Daily Routine at 100+ Prospects/Week
Your 30-minute morning workflow — every weekday
Once You're Live — Do This Every Morning
Read this daily routine and internalize it
Ben's 30-Minute Morning Prospecting Routine
7:00 AM
Open Apollo Tasks. This is your command center. Every call task and email task Apollo generated overnight is here. Work top to bottom.
7:00–7:15
Complete all email tasks. Apollo auto-sends most emails — review any that need personalization (especially Touch 1 for new district prospects — fill in real data from the iCHRA Calculator before approving).
7:15–7:45
Work all call tasks. Open each call task, read the script, make the call. If no answer — leave the voicemail, then send the immediate follow-up email. Log the outcome in Apollo (answered, voicemail, no answer).
7:45–8:00
Add new prospects for the day. Add 20–25 new prospects to sequences to maintain 100+/week. Districts: pull from iCHRA Calculator first. Employers: pull from Apollo search. Personalize every Touch 1 for districts before adding.
End of day
Handle any replies immediately. A reply at any point in the sequence = pull them out of automated sequence and into a personal conversation. Respond within 2 hours. Goal: book the Scorecard call.
✓ Opening Google Calendar — confirm the event to save it to your calendar
Know your weekly volume targets
Weekly targets at full speed:
• 100–120 new prospects added to sequences per week
• 20–25 new prospects per day (Mon–Fri)
• ~500 emails sent per week (across all active sequences)
• ~50 outbound calls per week
• Goal: 3–5 Scorecard calls booked per week
Ramp schedule:
Week 1–2: 20–30 prospects/week (pilot phase)
Week 3–4: 50–75 prospects/week
Week 5+: 100+ prospects/week
• 20–25 new prospects per day (Mon–Fri)
• ~500 emails sent per week (across all active sequences)
• ~50 outbound calls per week
• Goal: 3–5 Scorecard calls booked per week
Ramp schedule:
Week 1–2: 20–30 prospects/week (pilot phase)
Week 3–4: 50–75 prospects/week
Week 5+: 100+ prospects/week
Know what to do when someone books a Scorecard call
When a prospect books a 20-minute Scorecard call:
1. Remove them from the automated sequence immediately
2. Pull their Scorecard from the iCHRA Calculator (districts) or Harmonic Risk tool (employers)
3. Send Tom a heads-up with the contact name, org, date/time, and their data
4. Tom leads or co-leads the call
5. Log the outcome in AgencyBloc — not just Apollo
💡 Tom is your closer. Your job is to book the call. His job is to convert it. Stay in your lane and you'll both win.
2. Pull their Scorecard from the iCHRA Calculator (districts) or Harmonic Risk tool (employers)
3. Send Tom a heads-up with the contact name, org, date/time, and their data
4. Tom leads or co-leads the call
5. Log the outcome in AgencyBloc — not just Apollo
Weekly reporting to Tom — every Friday
Every Friday, send Tom a quick summary:
Weekly report (takes 5 minutes to pull from Apollo):
• New prospects added this week
• Total emails sent / open rate / reply rate
• Calls made / live connects / voicemails
• Scorecard calls booked
• Anything interesting — objections you heard, districts that opened multiple times, replies worth discussing
• Total emails sent / open rate / reply rate
• Calls made / live connects / voicemails
• Scorecard calls booked
• Anything interesting — objections you heard, districts that opened multiple times, replies worth discussing