what is b2b sales prospecting?

Full Definition

B2B sales prospecting is the repeatable workflow sales and marketing use to find target accounts, identify the right stakeholders, validate fit (ICP, intent, and timing), and start conversations that can become pipeline. It includes list building, account research, message development, outreach, and qualification handoffs to sales development or account executives. In 2026, AI-powered discovery changes prospecting: buyers ask ChatGPT, Copilot, and other assistants for vendor shortlists, so “prospecting” also means earning citations in AI answers, not just sending emails. The Starr Conspiracy’s AEO methodology suggests treating AI visibility as a prospecting channel—if assistants can’t accurately cite your category, use cases, and proof points, you lose deals before a rep ever reaches out. TSC’s Chief Strategy Officer JJ La Pata notes that “AI assistants are becoming the first sales touch—your content has to answer buyer questions well enough to be cited before your team can be considered.”