Clean & Verify (Plain-English Guide)
TL;DR
Do not blast raw pixel lists or scraped contacts. Clean the record (fix company/person, dedupe, pick the most likely buyer), then verify the email with a third-party tool before you send. This keeps your bounce rate low, protects domain reputation, and focuses reps on real people who actually showed intent.
Why this matters
-Pixel data is noisy. Tools like Vector, rb2b, Leadfeeder/LeadForensics, HubSpot pixel often give you company + pages viewed, sometimes a name/role. It is amazing signal, but not a ready-to-send contact. -Data vendors are not perfect. Apollo, ZoomInfo, Clearbit, etc. can be stale or title-mapped incorrectly. -Bounces kill deliverability. A few hard bounces across a batch can throttle your domain and sink future inbox placement.
Goal: confidently pick the right person at the right company and validate the address before you ship a microsite or email.
What "clean" and "verify" actually mean
-Clean = normalize the account (domain), dedupe, pick the most likely buyer persona, and fix obvious typos/formatting. -Verify = check the email address with a verifier (e.g., LeadMagic, NeverBounce, ZeroBounce) and only send to Valid results. Treat Catch-all / Accept-all with caution (smaller batches, warmer copy, or use LinkedIn DM first).
A simple, reliable workflow
Start from the intent event
Example: AcmeCorp visited /pricing and /integrations (3 min each).
Map the account
Confirm the company domain (acmecorp.com) and match to your CRM account if it exists.
Infer the likely person (use clues)
-Page topic -> role: -Pricing / ROI -> RevOps / Finance / Buyer -Security / Compliance -> IT / Security -Integration docs -> Ops / Admin / Engineering -Campaign overlap: If your cold email to "Director RevOps" got link clicks and that account just hit pricing, that is your frontrunner. -Multiple visitors: If finance + ops pages in same week, plan an account-level follow-up (consensus microsite).
Pull candidates from a data source
Use Apollo/ZoomInfo: filter by title keywords, seniority, geography, department. Export 2-5 likely champions.
De-dupe & format
One row per person (Name, Title, Email, LinkedIn, Company, Domain). Fix casing, remove emojis, kill role addresses (info@, sales@, support@).
Verify emails before sending
Run through LeadMagic or NeverBounce. Keep only Valid for email sends.
For Catch-all/Unknown, prefer LinkedIn DM or call first; or send very small, personalized batches.
Log the decision
Save Reason for outreach (e.g., "Pricing+Integrations in single session; RevOps persona"). Future you will thank you.
Send smart
-Valid personal -> Email + personalized microsite. -Unknown email -> LinkedIn DM with microsite link. -Only company-level signal -> Build an account microsite and ask for intro to the right person.
Practical tips to avoid bounces (and wasted time)
-Prioritize personal mailboxes over role aliases (avoid contact@, sales@). -Remove traps: unsubscribed, do-not-contact, students, non-ICP industries. -Throttle new domains: warm up slowly; keep hard bounces < 2% per send. -Use good auth: SPF, DKIM, DMARC on your sending domain. -Keep hygiene evergreen: verify again if a record is older than 60-90 days.
Example "clean -> verify -> route" decision
Signal: AcmeCorp visited /pricing + /integrations.
Persona guess: RevOps.
Candidates (Apollo):
-Dana Lee -Director of Revenue Operations -dana.lee@acmecorp.com -Mark R. -VP Finance -mark.ross@acmecorp.com
Verification (LeadMagic):
-dana.lee@ ✓ Valid -> Send microsite (RevOps angle + ROI calc). -mark.ross@ Catch-all -> DM on LinkedIn with the same microsite, or send in a 1-1 small batch later.
Tools you can use
-Identity & enrichment: Apollo, ZoomInfo, Clearbit -Verification: LeadMagic, NeverBounce, ZeroBounce, Bouncer -Routing: HubSpot/CRM workflows, Zapier/Make, or your internal playbook
Bottom line
Clean first, verify second, send third.
That simple order protects your domain, keeps your lists healthy, and ensures your microsites land with the right human who just showed intent.